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WEBDESIGN
Graphic Design Using
Color
Color is
everywhere and conveys a message even if we don't
realize it. While this message can vary by culture it
pays to know what colors "say" in your own corner of the
universe, and even what color means to your target
market.
If you don't think that color speaks just complete this
sentence, "red means ---- and green means ?" even a
child will know what red means stop and green means go.
If such simple ideas work for all of a given culture or
market what could it mean to the graphic design of your
website, brochure, or product if you know some of this
information.
First let's start with the basics. The color wheel.
We've all seen it. The color wheel shows the basic
colors, each wheel is different in how many shades of
each color is shown, but they are essentially the same.
Color harmony, colors that go together well. These will
be colors that are next door to each other on the color
wheel. Such as blue and green. In reference to clothes
these colors match each other. Instinctively most of us
know which colors go together when we dress ourselves
every morning.
Color complements, colors that set each other off, they
complement each other. These are colors that are
opposite on the color wheel. Such as blue and orange.
Color depth, colors can recede or jump forward. Remember
that some colors seem to fall back such as blue, black,
dark green, and brown. Other colors will seem to step
forward such as white, yellow, red, and orange. This is
why if you have a bright orange background it may seem
to fight with any text or images that you place on it.
The orange will always seem to move forward.
Now you have the basics so let's go further. Just
because to colors go together or complement each other
doesn't mean that yo necessarily want to use them on
your project. I opened this article with the meaning of
colors now here is an example, keep in mind this is one
example from western culture.
Color Survey: what respondents said colors mean to them.
Happy = Yellow Inexpensive = Brown
Pure = White Powerful = Red (tomato)
Good Luck = green Dependable = Blue
Good tasting = Red (tomato) High Quality = Black
Dignity = Purple Nausea = Green
Technology = Silver Deity = White
Sexiness = Red (tomato) Bad Luck = Black
Mourning = Black Favorite color = Blue
Expensive = Gold Least favorite color = Orange
So in designing your project it's important to know what
colors mean. You can now see why a black back ground
with green type would be bad, beyond being nearly
impossible to read, if your target market thinks that
black represents mourning and green makes them sick.
There are exceptions to every rule of course.
So you may want to include some research in what colors
mean to your target market. Colors that would get the
attention of a teen would probably annoy an older person
and the colors that appeal to the older person wouldn't
get a second look from a young person.
Color may be one of the most overlooked aspects of
design.
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