PALETTE OF PERCEPTION
Harnessing colour theory for brand impact
MARCH, 2024
№
03
Where science meets art in a dance of hues and harmonies.
Colours are emotion’s secret language, painting our perceptions with invisible strokes
In a world where everywhere you look you can’t help but see a brand, colour is most certainly our silent yet potent protagonist.
It darts around through the visual narrative, evoking emotions, shaping perceptions, and influencing decisions in a manner words often cannot.
Understanding the art and science behind colour theory is key to what we do, and for any brand seeking to establish a solid identity. When working with colour, the choices we make are not merely focused around being of an aesthetically pleasing nature. No, in most cases the choices we make have ture strategic intent that has been driven by psychological insight.
Understanding colour theory
Colour theory, a fundamental aspect of design, encompasses the principles and guidelines that govern the use of colour in visual compositions. This theory, which has evolved over centuries, provides a framework for creating harmonious and impactful colour schemes.
THE
COLOUR WHEEL
At the core of colour theory lies the colour wheel, a circular diagram representing 12 colours and the relationships they have to each other. These 12 colours sit in three categories: primary, secondary, and tertiary.
The wheel is a fundamental tool in art and design, helping to visualise and understand how colours interact with each other.
Mastery of this tool allows brands to craft palettes that are both visually appealing and emotionally engaging.
PRIMARY
These cannot be created through mixing other colours.
RED
YELLOW
BLUE
SECONDARY
These are created by mixing two of the primary colours.
ORANGE
PURPLE
GREEN
TERTIARY
These are created by mixing a primary colour with a secondary colour that is adjacent to it on the colour wheel.
AMBER
VERMILLION
MAGENTA
VIOLET
TEAL
CHARTREUSE
INTRODUCTION TO
COLOUR PROPERTIES
The fundamental attributes that define a colour’s appearance and impact. These properties play a crucial role in how colours are perceived and can evoke specific emotions and reactions, making them essential tools for design and branding.
WARM
Warm colours, such as reds, oranges, and yellows, evoke feelings of warmth and energy, reminiscent of sunlight and fire. They are often used to create a sense of coziness and vitality in designs.
COOL
Cool colours, including blues, greens, and purples, are associated with calmness, serenity, and tranquility. These hues evoke the essence of water and sky, often creating a soothing and relaxing atmosphere.
SATURATED
Saturated colours are bold, vivid, and intense, capturing attention and eliciting strong emotional responses. They add excitement and dynamism to designs, making them stand out.
DESATURATED
Desaturated colours are muted and softened, providing a more subtle and sophisticated look. They create a calm and understated aesthetic, often used for a more elegant and refined design approach.
BRIGHT
Bright colours are lively and eye-catching, bringing a sense of energy and playfulness to any design. These hues are vibrant and fresh, instantly drawing attention and adding a youthful vibe.
DARK
Dark colours convey a sense of depth, mystery, and sophistication. They can create a dramatic and intimate atmosphere, adding an element of elegance and richness to designs.
MONOCHROME
Monochrome colour schemes utilise varying shades of a single colour, creating a cohesive and harmonious look. This approach emphasises texture and form, offering simplicity and elegance.
INTRODUCTION TO
COLOUR HARMONIES
Combinations of colours that are visually pleasing and balanced. Based on their positions on the colour wheel, these help us create cohesive and appealing visuals, ensuring that a design feels unified, aesthetically engaging to enhance the overall brand experience.
ANALOGOUS
Analogous colour schemes consist of colours that are next to each other on the colour wheel, creating serene and comfortable designs. These harmonies are found in nature and offer a natural and pleasing aesthetic.
COMPLEMENTARY
Colours opposite each other on the colour wheel, producing high contrast and vibrant visuals. This pairing makes each colour appear more vivid and dynamic, adding energy and excitement to designs.
TRIAD
Triad colour schemes use three colours evenly spaced around the colour wheel, offering a balanced and visually interesting palette. They provide harmony while maintaining a lively and dynamic feel.
SPLIT COMPLIMENTARY
These use a base colour and the two colours adjacent to its complement, offering high contrast with less tension than a direct complementary scheme. This creates a balanced yet vibrant look.
TETRAD
Tetrad colour schemes involve four colours forming a rectangle on the colour wheel, combining warm and cool hues. This harmony provides a rich and diverse palette, balancing contrast and variety.
MONOCHROMATIC
Monochromatic colour schemes focus on variations in lightness and saturation of a single hue, providing a cohesive and elegant appearance. This approach emphasizes simplicity and unity while allowing for depth and variation.
SQUARE
Square colour schemes use four colours evenly spaced around the colour wheel, creating a balanced and dynamic palette. They combine the diversity of hues with a harmonious structure, adding vibrancy and balance to designs.
INTRODUCTION TO
COLOUR MODELS
In the world of digital and print design, understanding colour models is essential for achieving accurate colour reproduction across various media. Colour models define how colours are represented and processed by different devices, such as monitors, printers, and cameras. The most common colour models are those included here, each serving a specific purpose in the design and production process.
CMYK
(Cyan, Magenta, Yellow, Black)
This subtractive colour model is used primarily in printing. It works by combining different amounts of cyan, magenta, yellow, and black inks to produce a wide range of colours on paper.
RGB
(Red, Green, Blue)
An additive colour model used in digital displays such as monitors, TVs, and cameras. Colours are created by combining different intensities of red, green, and blue light, resulting in a broad spectrum of colours.
HSB
(Hue, Saturation, Brightness)
This model describes colours based on their chromatic attributes. It is widely used in graphic design and digital art for its intuitive representation of colour properties.
GRAYSCALE
Grayscale
This mode represents images in varying shades of gray, ranging from black to white. It is often used in black-and-white photography and certain types of printing where colour is not necessary.
Each colour model has its strengths and applications, making it crucial for designers to choose the right one based on the medium and desired outcome. By mastering these colour models, designers can ensure their work looks consistent and vibrant across different platforms and devices.
Colour is my day-long obsession, joy, and torment.
Claude Monet
Colours are more than just visual elements; they carry deep psychological meanings and evoke specific emotions, influencing how consumers perceive and interact with brands. This understanding is crucial for creating effective brand identities that resonate with target audiences on an emotional level.
RED
Associated with excitement, passion, and urgency. It can stimulate appetite and is often used in food and beverage branding. For example, Coca-Cola’s iconic red logo evokes energy and excitement, aligning with its vibrant brand personality.
BLUE
Evokes feelings of trust, calmness, and reliability. This makes it popular in financial and healthcare, where trust is essential. IBM uses it to convey stability and professionalism, fostering trust among its corporate clients.
GREEN
YELLOW
BLACK
Conveys sophistication, luxury, and elegance. High-end brands like Chanel use black to communicate exclusivity and high quality.
WHITE
For purity, simplicity, and cleanliness. Brands use it to convey a minimalist, modern aesthetic, clarity and sophistication. Apple’s use of white communicates innovation and clean user-friendly design.
By carefully selecting and applying colours based on their psychological effects, brands can create strong, memorable identities that connect with their audiences on a deeper emotional level.
This strategic use of colour helps in building trust, evoking desired emotions, and ultimately influencing consumer behaviour.
Techniques for using colour in brand design
Effective use of colour in brand design involves more than just selecting appealing hues. It requires a strategic approach that aligns with the brand’s identity and values.
We apply these principles to all of our brand projects. For instance, in a recent project where we were engaged to create the brand and visual identity for a newcomer to the Australian payments arena, Hero Payments, we chose to dress the brand primarily in green. We chose these hues for their associations with growth and prosperity, distinguishing Hero Payments from predominantly blue-branded competitors, while the vibrant and bold secondary palette added excitement and depth to the brand’s visual language.
SELECTION
The choice of colours should reflect the brand’s personality and principles. For example, a tech startup might opt for innovative and dynamic colours like electric blue or vibrant orange to convey forward-thinking and creativity.
COMBINATIONS
Creating effective colour combinations involves understanding the principles of colour harmony. Complementary colours (those opposite each other on the colour wheel) can create vibrant contrast, while analogous colours (those next to each other) offer a more harmonious and cohesive look.
CONSISTENCY
Maintaining a consistent colour scheme across all brand touch points ensures a cohesive brand image. This includes everything from the logo and website to marketing materials and social media profiles.
Common mistakes and how to avoid them
While colour can be a powerful tool, missteps in its application can undermine a brand’s effectiveness.
OVERUSE
Overuse of colours: Using too many colours can create visual clutter and dilute the brand message. We ensure our brands are streamlined and focused, using a limited palette to create impact and clarity.
cultural
You must understand the markets in which your brand will appear, cultural connotations of colours must be considered to avoid miscommunication. We tailor our colour choices to fit the cultural context of the target audience.
contrast
Insufficient contrast can affect readability and accessibility, especially in digital spaces. We prioritise accessibility by ensuring adequate contrast between text and background colours.
Colour is a powerful element in any brand’s arsenal
It is capable of evoking emotions, shaping perceptions, and enhancing brand recognition.
The creative team at lcdc.co ensure that our approach to colour is not only scientifically grounded but also creatively inspired, delivering brand identities that are visually stunning, and will also connect on a deeper level with their audiences.
Whether you’re looking to rebrand or create a new identity from scratch, speak with us, we offer the expertise and insight to bring your vision to life through the art of colour theory.
