Color Psychology: Transforming Visual Communication

Introduction

• Presenter: Michael Odor from Visme, a visual communication tool
• Topic: The impact and significance of colors in visual communication

Childhood Color Associations

• Early associations with colors from positive childhood experiences
• Examples of color associations:
  • Blue: Intelligence
  • Green: Nature
  • Yellow: Happiness

Basics of Color Theory

Primary Colors

• Primary Colors: Yellow, Blue, Red
• These cannot be created by mixing other colors

Secondary Colors

• Created by mixing two primary colors
• Positioned between primary colors on the color wheel

Tertiary Colors

• Formed by mixing a primary color with a secondary color
• Represented between primary and secondary colors on the color wheel

The Color Wheel

• Combines primary, secondary, and tertiary colors
• Available on the Visme dashboard color picker
• Important for finding the perfect color combinations in designs

Color Nuances

Pure Colors (Hues)

• Unaffected by tints or shades
• Original colors seen on the outer edge of the color wheel

Tints, Shades, and Tones

• Tints: Adding white to a color
• Shades: Adding black to a color
• Tones: Adding gray to a color
• Adjust by modifying saturation (purity of the color)

Color Harmonies (Schemes)

Warm and Cool Colors

• Warm Colors: Red, Yellow, Orange
  • Associated with summer and warmth
• Cool Colors: Blue, Green, Violet
  • Associated with cooler weather and tranquility
• Examples in interior design: Warm colors create coziness, cool colors create spaciousness
• Use a balance of warm and cool colors for visual impact

Complementary Colors

• Opposites on the color wheel; e.g., Yellow and Purple
• Use an 80/20 split for effective design

Analogous Colors

• Colors next to each other on the color wheel
• Use three colors: one dominant, two accents
• Provides calmness and knowledge

Monochromatic Scheme

• Uses variations of a single color (shades, tints, tones)
• Effective for certain designs but can lack contrast

Triadic Colors

• Three colors forming an equilateral triangle on the color wheel
• Typically includes two warm colors and one cool, or vice versa
• Best with primary, secondary, or tertiary combinations

Split Complementary

• Similar to complementary but includes two adjacent colors
• Visually appealing and simpler to manage

Tetradic (Double Complementary)

• Combines two sets of complementary colors
• Challenging to balance but visually captivating when done right

Square Color Harmony

• Four colors spaced equally around the wheel
• Stick to an 80/20 split for dominant and accent colors

Meanings of Individual Colors

Yellow

• Associated with creativity, optimism, and liveliness
• Example: McDonald's golden arches

Red

• Symbolizes power, importance, and urgency
• Examples: Stop signs, call-to-action buttons

Blue

• Represents intelligence, calmness, and trust
• Widely used in corporate and technology sectors
• Most preferred color by consumers

Orange

• Creative, vibrant, and inviting
• Examples: Backgrounds, highlights

Green

• Symbolizes nature, refreshment, and serenity
• Associated with eco-friendliness

Violet

• Represents royalty, nobility, and elegance
• Appeals to female consumers and conveys wisdom

Pink

• Symbolizes happiness, positivity, and can be gender-neutral
• Often associated with feminine products

White

• Denotes cleanliness and clarity
• An essential part of graphics (white space)

Black

• Represents elegance, formality, and sleekness
• Common in backgrounds and high-end products

Brown

• Connotes natural and earthy elements
• Must be carefully shaded to avoid appearing dirty

Metallic Colors (Gold, Silver, Bronze)

• Difficult to use digitally, often require special printing techniques
• Convey glamour and luxury

Conclusion

• Determine the best colors for your visuals using the Visme color picker
• Explore pre-determined color palettes if unsure
• Subscribe to Visme’s channel for more content
• Presentation by Mike Plummer from Visme