Many
variables affect the perception of color. When viewed under varied
lighting, a color sample's tone (intensity of color) or shade (how
bright a color is) will be perceived differently. Another aspect of
color perception lies in the effects of color layering. And, while a
designer may adhere to the few colors designated as "web safe,"
variations in monitor settings prevent absolute uniformity in how
myriad viewers will experience a color on a website. Even in
hardcopy printing, variations occur because of batches of ink and
toner, the moisture content of paper, and production executed on
innumerable types and conditions of equipment.
When selecting color, consider more than your personal preferences.
For impactful branding, harmonize what you like with what is
appropriate to your industry, the current era (unless your
enterprise is retro-oriented), and your physical location--if you
are identified with a particular region. The latter may seem an
unusual factor to consider, but examining the color of green alone
demonstrates my point. Growing up in the state of Oregon, I was
accustomed to the dark green of Douglas fir trees and the mosses
that grow on them. When I moved to Hawai'i, the green of palm trees
seemed pale in comparison, even when allowing for the bright island
sun. As my perception of "normal" shifted, the greens of Oregon
seemed dark and gloomy. Later, in Rhode Island, I rediscovered the
dark greens of my childhood, plus the blue-green of New England
shoreline grasses. In Arizona, the array of green is rather mixed,
depending on topography, season and the amount of rainfall.
It is interesting to note that awareness of such regional
differences is valued by the Black Hat sub-discipline of Feng Shui,
the traditional Chinese philosophy for maximizing the harmonious use
of space. Unlike the United States, in which "greenbacks" (and the
color green itself) represent monetary value, in China the color red
is associated with financial and general prosperity. Envelopes
containing money, called "red packets," are traditionally given at
wedding and New Year celebrations, as well as for employee
appreciation gifts. While detailed exploration of color is a service
we offer clients, you can find many websites that offer good
information on the significance of color through time and culture.
Additional discussion of the impact of color is included on our
Wearing Your Brand page. Examples of applications of color palettes
may be seen on our Display & Staging page..
The flowing samples are offered to help you envision how a cohesive
color palette will benefit your overall branding program. To help
you see how graphic art treatment impacts design, the lettering I
have used is presented in both unadorned and decorated forms of a
single font, Peignot. Please note that while many shades of silver
seem to blend, the variety of tone and shade in gold colors can
clash considerably. Copper and bronze colors vary so much I avoid
using them, unless I can select materials already manufactured. When
working with your professional printing service, be specific about
the quality and impact of shade and tone you seek--if not the
precise identifying number of specific colors you want. Hopefully
you will be offered an opportunity to preview layouts prior to
hardcopy printing.
SAMPLE COLOR PALETTE: REDS
~ BASIC
RED PALETTE, with "web safe" colors: "Maroon," "Goldenrod" and "Black"
on "Floral White" center.
~
UMBER PALETTE with crackle background;
accents of black, gold and purple.
~
CRANBERRY PALETTE on crackle background,
with black, gold, and silver on pale gray center.
SAMPLE COLOR PALETTE: GREENS
~ BASIC
GREEN PALETTE, with "web safe" colors: "Dkseagreen," "Seagreen,"
"Saddle Brown," "Goldenrod" and "Black."
~
MUTED GREEN PALETTE, with shades
of slate, celadon, gray, and silver.
~
SOFT TEAL GREEN PALETTE, with accents of
blue, purple, plum and gold on mottled green center.
SAMPLE COLOR PALETTE: BLUES
~
BASIC BLUE PALETTE, with "web safe"
colors: "Midnight Blue," "DkGoldenrod" and "Silver" lettering on
"Midnightblue" and "Aliceblue" center.
~
TEAL BLUE PALETTE, with swirled teal,
brushed silver accents, defined bands of gold, silver and cranberry
on ivory center.
~
SWIRLED BLUE background with multi-colored
and silver bands; multicolored lettering on ivory center.
Have you had your
color today? In addition to bringing light into our lives,
the sun enhances all the colors that surround us.
Even on a cloudy day, you can introduce a sunny brightness by
wearing a colorful scarf or tie or putting a bouquet of flowers on
your desk.
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