Colors, colors, colors…

Think about that sweater you bought just because you fell in love with the color. Could there be something else going on behind your decision?

Let’s back up a bit, and start with what color is.

When sun rays fall on an object, the object absorbs some colors and reflects others. The colors we see are these reflected ones. For instance, if an object absorbs all rays, it will appear as black, whereas if it reflects all rays, it will appear as white.

Now, back to your decision: Yes, there is indeed something else going on. The colors used in any design are much like a channel to transmit some emotions to you.

Let’s illustrate:

  • Warm colors (red, orange, yellow): If you happen to see these colors in a design, it definitely belongs to a competitive product. That’s why, it’s mostly used in the food industry. Any brands come to mind?
  • Cool colors (blue, green, purple) are preferred to convey a formal but sincere tone. Therefore, innovative corporations prefer logos in these colors.
  • Neutral colors (black, white, gray) are more like “middle ground” ones. So, they are not often used as primary colors of a design. Rather, we see them as supporting colors.