Importance of Color in Visual Communication, especially in Print Media Advertising:
I’m no color expert, but love exploring interesting topics. This topic is something that has always drawn me towards it. As a child I wasn’t so particular about which colors I would use in my drawings or paintings. The tastes changed as years passed by. After getting involved in the Graphics world of print and web, I rather started thinking seriously about is there any special secret or formula in selecting the colors that will prove effective for each and every project that a Graphic Designer undertakes? This led me to study or closely analyze the psychology of colors, color theories, the perceptive factors such as the arrangement of colors etc. It is well understood that colors evoke emotions and these emotions change from person to person as each try and co-relate the colors to different objects or experiences that they have had. Many color studies have been carried out over the years and still going on and will continue in the future as well. Studies have proved that color is an integral part of visual communication, be it through print, web or any other media. The careful selection of colors helps to communicate the intended message across to the target audience portraying the context and mood effectively.
Below are some links I found interesting:
Below is a video by Coloroot.com that was played at the Color Marketing Group 2007 International Conference "Love of Color" in 2007 in Tampa, Florida.
Some interesting facts regarding colors:
I have been reading Color and Communication by Jean-Paul Favre and Andre November. I would like to jot down a few interesting facts regarding colors which I came across while reading this book.
According to modern science, the colors are caused by waves whereby the differences in their wavelengths and the number of oscillations determine the various shades. But a person doe not only limit himself to just registering these wavelengths faithfully. The colors perceived evoke a variety of sensations. Colors act on the subconsciousness and the resulting sensations are then transferred to the consciousness. These feelings in turn generate reactions.
Colors are associated with a feeling of temperature as well as weight. For example red is perceived as a warmer color than blue or green. A classic example has been quoted in this book regarding this aspect. An office was painted in blue and grey and there were constant complaints about the room being too cold. After the room was repainted in warmer colors, namely brown and orange, the complaints stopped soon after whilst the temperature had remained unchanged and in line with that of the other offices. While talking about color and its weight, it is generally known that white and yellow are the lightest colors whereas dark violet and black are the heaviest. In general the darker the color the heavier it seems.
Research conducted among a large number of people has confirmed very specific relationships between colors and taste!
We all perhaps have preferences for certain colors. Studies have shown that preferences vary according to temperament, sex, age, social group etc, but above all preferences are strongly influenced by personal happenings which are then associated to certain colors subconsciously. If we consider the taste of a person concerning color through the various stages of life, we find that there is a well-defined cycle: light and bright colors in youth, rich and brilliant colors find favor with adults and softer and less intense colors are preferred in old age. It is exciting to note that sombre colors are more favored in winter and the lighter shades in summer.
There is a classic example quoted in this book regarding - Human beings are easily influenced by colors.
200 persons were asked to pass their judgment on coffee which had been served to them out of four different color pots, e.g. a red pot, a blue pot, a brown pot and a yellow pot. 73% of these people found that the coffee poured from the brown container was too strong, whereas 84% of these ladies considered the coffee of the red pot rich and full-bodied. The coffee from the blue pot was regarded as having a milder aroma. The beans used to prepare the coffee in the yellow pot were said to be of a weaker blend. And yet all the pots contained exactly the same coffee.
Color is a remarkable tool when it comes to marketing communication. As consumers, we are exposed to thousands of advertising messages and special offers. In fact there are two phases in a communication through colors. Firstly the transmission of the message by the sender and secondly the response/reaction of the receiver. Colors have various functions such as they are used to
to achieve stronger impact,
to create optical illusions,
to improve legibility,
to identify the product category
to be suggestive
People usually tend to notice agreeable things and tend to overlook anything which does not please them. Say for example a package with good visual properties will standout from the rest. Human beings only notice a small proportion of the impressions which constantly force themselves upon their senses. In order that an object is noticed, i.e. so that it draws attention to itself, it must
-be clearly visible and excite the retina of the individual
-have something about it that is new and original.
Use of an appealing color or a pleasing color combination have the power of drawing attention and interesting the person by causing him/her to linger.
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