The Importance of Your Color Scheme

When English scientist Sir Isaac Newton experimented with prisms in 1666 and discovered that white light passing through the prism could be separated into the distinct colors of the rainbow, he discovered a natural phenomenon that continues to amaze and inspire people from every culture in the world. Color theory, as the science behind coloration and its psychological effects has come to be called, is one of the most complex of the humanities and of the physical sciences. It’s component theories and findings inform the most complex designs of architecture (such as the International Space Station, Nuclear Submarines, and even the oval office in the White House), to the most basic marketing techniques used by businesses and brands (such as McDonalds, Home Depot, and Mountain Dew). Color influences human behavior, and ignoring that fact can be the difference between success and failure for your advertisements and branding.

 In design, careful consideration of colors is paramount to any advertisement. Using a bright color is normally reserved for bold statements and claims, hip or en vogue events, or youthful advertising campaigns geared towards a younger demographic. Earth tones are great for anything having to do with home products and services, events in the summer and winter, and advertisements marketed towards an older demographic.  Black and white when used together often illicit a feeling of calm, but when used alone black has been associated with negative qualities and is avoided by many graphic designers or used sparingly.

Choosing the right color scheme for your designs is something you should always talk to your graphic designer about. You might have a great concept, but might lose out on its full impact because you might be unfamiliar with the types of color processes used by your printer or online (CMYK vs. RGB – see my previous article!).  A knowledgeable designer will be able to offer solutions and alternatives that will open more opportunities for you, not less. Consider your options and chose the colors that will appeal to the largest audience, not your personal favorites. Take some time to recognize your intended goals and which color schemes will gain the most attention, and for the right reasons.

If you have questions about your use of colors in design or advertisements, please contact me – I’m always happy to help!