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Color Psychology: Transforming Visual Communication
Jul 16, 2024
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
📄
Full transcript