This week we looked at what colour is and how we can apply it towards a brand identity while being consistent throughout the process as well as following specific brand guidelines that may be involved within in the terms. Both of these terms are an important factor in how your brand is viewed and perceived physiologically by users.
As designers, we have access to several sophisticated colour systems, each serving distinct purposes across different design mediums and applications. These colour systems are organised into four primary colour wheels, each with its own unique characteristics and use cases: CMYK (Cyan, Magenta, Yellow, and Key/Black) for print materials, RGB (Red, Green, Blue) for digital displays and screens, Pantone's standardised colour matching system for precise colour reproduction, and RAL's industrial colour standard system commonly used in manufacturing and architectural applications. Colours evoke different emotions across cultures. When choosing colours for a brand, it's crucial that they reflect the brand's purpose and values. Here are common emotional associations for different colors:
Red - Energy, passion, confidence, and boldness
Blue - Awareness, security, openness, and trust
Green - Growth, harmony, stability, and positivity
Yellow - Optimism, fun, logic, and attentiveness
Orange - Freedom, sociability, warmth, and spontaneity
Purple - Distinction, creativity, depth, and modesty
Pink - Sensitivity, respect, love, and intuition
Grey - Balance, practicality, solidity, and neutrality
Brown - Comfort, earthiness, stability, and practicality
Black - Strength, power, professionalism, and precision
While these colour associations may seem intuitive to us, their meanings vary across different cultures around the world.
CYMK stands for four ink-used colours; Cyan, Magenta, Yellow and Black. These four colours together are mainly used for colour printing designs, meaning the colour model is subtractive and starts from a white background and subtracts wavelengths as layers of ink are added to the page.
RGB colours often refer to colours that include Red, Green and Blue which are used in digital displays and lighting. This process is done by combining three primary colours at different intensities and sizes and creating a wide range of colours to work with. Each colour channel has a value between 0 & 255.