Color – Why not?

COLOR…WHY NOT?

Posted on July 1, 2009, 7:48 pm, by Brenda Pinnick, under Graphic Design & Branding,some things just need to be said.

This may come off as a rant. That’s ok. This is my blog and I’m a colorist. Some might say I’m a color snob. That’s ok, too. I studied long and hard to get there and honestly, that’s a source of pride for me. When I tell you that the minute details such as 3% more magenta than there should be sometimes sends me over the edge. That color palettes NEED both depth and variety to be functional and interesting, that reds can be powerful or intimidating or sexy or rosy…these are the things that anyone who calls themself a Product or Graphic Designer needs to get. And I mean, GET.

phew….I’m already feeling a bit better.

So why then, do some designers and artists insist on not using color to promote themselves? Are they afraid of commitment? Of insulting someone who doesn’t appreciate, say, orange? The really nice thing about color, especially in the new world of internet promotion is that it is easily changed. “Wallpaper” is not removable only by excruciating, laborious hours of scrapping and peeling. In a website, you can swap out orange for pink in  a heartbeat – I know, I do it all the time as anyone who has followed my blog for any length of time will tell you. It’s been almost every hue imaginable, with the exception of grey. I understand the desire for black, it’s dramatic, it’s mysterious and colors show up stronger in photographic content. Although, black is the hardest background (non) hue to read so if you’re offering considerable written content as opposed to lots of pretty pictures, then you should consider the readers and opt for an easier on the eyes combination. (Don’t even get me started on those awful dot backgrounds showing up on blogs– maybe that’ll be my next point of contention.)  One exception immediately comes to mind – viewing color palettes is best done on a true, neutral grey– read on;

I understand people who lean towards grey. I’m married to one, he’s an engineer. Grey works in his world. Sometimes I wear grey – mostly on a day when I need to have zero color reflection as I work in order to maintain an unbiased assessment of my color choices for my work. But grey is the color of non-commitment. It’s safe. It says, “don’t look at me”. It’s white noise at best. By itself, it’s usually hard and cold (true 50/50 grey, that is). Grey works for companies such as aerospace, technology, etc.  It’s a great base to play other hues off from, say, hot magenta or lemon yellow or a bright turquoise.  Always remember, color is perceived according to what is next to it. When you view green for example, it appears more green if it sits next to a red hue, tint or tone (it’s compliment). If you want a tiny bit of yellow to show as larger, put it next to or in with a purple, it’s compliment. The yellow will double in visual impact, appear brighter and more saturated.

As opposed to

I know what you’re thinking….but Brenda, what about my branding? Well, as a Product or Graphic Designer, why wouldn’t you want to show how you can incorporate a variety of  hues in with existing branding. Afterall, as Graphic Designers, we are in the communication business. As product Designers, we must know how to use color  to get the product sold, not just looked at. Let me repeat that, sold, not just looked at. Our job is to communicate through a variety of means including color and to make it work with the unyielding branding established long ago by our clients. (unless they’re Google who playfully alters their branding for holidays and such, one of the first big companies to boldly do so).

I’m going to stop here, I’ve probably hit a nerve or two. That’s ok, those are nerves that need to be hit. In summation, if you call yourself a Designer, I strongly suggest you get on the program and learn the most important tool in communication arts and in product design – color – it’s meanings, it’s origins, it’s history, it’s geographical significance, it’s nuances and how it affects us emotionally. If you’re not a designer, do whatever  you want. have fun. Just don’t call yourself a Designer when you choose to promote your design services or expertise, with shades of grey. walk the walk.  ok, now I’m done.

Here are some fun ways to use grey as a neutral base or accent.

Comments

[kimberlee]

This is just so fascinating--I could eat it up like cake! I'm excited that you touched on gray and yellow! Gray/yellow seemed to become a trend in fashion this spring and it woke me up to yellow, a color formerly despised by moi. ;) But with gray, WOW! I am finally working with this color combo on a card, I've been wanting to for months! And I never knew about true neutral gray. Never occurred to me, although I'm aware of warm/cools. Thanks for opening my eyes! :)