Color Theory

What is it?

The study of colors in connection to human behavior is known as color psychology. Its goal is to figure out how color influences our day-to-day decisions, such as what we buy. The connotations of the same hue might vary depending on our upbringing, gender, region, values, and a variety of other things. The color wheel, color harmony, and the context of how colors are employed are three logical and helpful categories of color theory. Color theories give color a logical structure.

Psychology of Colors

1. Red. Excitement, passion, danger, energy, and action are all associated with the color red. You may have noticed that some firms utilize red for 'order now' buttons or packaging to make their products stand out on the shelf. Red is the most vivid color in color psychology. As a result, it has the ability to elicit the most intense emotions. Because red can conjure up images of danger, it's best to use it sparingly. If you use red on your website, save it for call-to-action buttons or sale icons that contrast effectively with your store's design. Red is a hue that stimulates appetite, which is why Coca-Cola uses it frequently in their branding. Because of the thrill of watching videos on YouTube, the color red is most commonly used. 

2. Orange. Orange is the color of innovation, adventure, passion, success, and balance in color psychology. Orange provides a splash of color to any photograph, website, or marketing piece. Despite its attractiveness, it lacks the power of the color red. Nickelodeon is a children's channel, therefore the logo's lively orange color perfectly portrays the originality and energy that a children's show would require. The Home Depot supplies items that can be used around the house. Many Do-It-Yourselfers (DIY) shop at Home Depot for supplies to renovate or adjust their homes. In this case, the orange logo also denotes creativity.

3. Yellow. The color yellow is associated with sunshine in color psychology. It invokes thoughts of joy, optimism, and summer, as well as deception and forewarning. Some businesses pick a cheery yellow color for their website's background or border. Ferrari is an example of a brand that uses yellow. Many people fantasize about being able to drive a Ferrari. This sensation of happiness, summer, and a carefree lifestyle are all connected with the luxury brand.

4. Green. Green is strongly associated with nature and money in color psychology. Some of the good color meanings for the color are growth, fertility, health, and generosity. Green's color meaning also has certain negative connotations, such as envy. Roots is a clothing store. When looking at their banner photographs and marketing materials, though, you'll notice that their models are frequently photographed in natural outdoor locations. Outdoor enthusiasts are their target demographic, and the green logo combines beautifully with their natural theme. Even if your items don't particularly appeal to a specific demographic, you can utilize color to help you attract them.

5. Blue. Blue is closely associated with the sea and the sky in color psychology. When you include the color blue into your branding, your customers may experience feelings of stability, harmony, peace, tranquility, and trust. Blue, on the other hand, can have negative connotations, such as depression, and can evoke a feeling of coldness. The color blue in the Walmart logo might serve to establish the company as dependable, trustworthy, and calming. After all, Walmart is a store where you can get groceries and do your shopping in one place.

6. Purple. Purple is a royal color in color psychology. Purple is a color associated with power, grandeur, richness, knowledge, and spirituality. However, don't overuse the hue, as it can lead to frustration. Its overuse is viewed as arrogant by some. Purple is a hue that is used by companies such as Hallmark and Yahoo.

7. Pink. Pink is a popular color for brands that cater largely to women. Pink is associated with femininity, fun, immaturity, and unconditional love in color psychology. Pink has been adopted by some manufacturers for product packaging, particularly for girl's toys. Other firms, on the other hand, use pink in their logo, website design, or to emphasize essential points. Victoria's Secret and Barbie are both big fans of the color. One of Victoria's Secret's brands is even named Pink.

8. White. White is associated with innocence, goodness, cleanliness, and humility in color psychology. Keep in mind that in North American society, this is the meaning. White has a negative connotation in several places of the world. Depending on the target population you serve, you'll want to keep this in mind. White also has a negative connotation, as it represents sterility and coldness. The color white is used by ASOS in their marketing. The words in the header, logo, and backdrop of ASOS are all white. The typeface is white when the background is grey or black, and black when the background is white.

9. Black. In the retail industry, black is a popular hue. The color black is associated with mystery, power, elegance, and refinement in color psychology. Color meaning, on the other hand, can elicit negative feelings such as grief and wrath. Black has been utilized in the logos of several fashion retailers. Black is also a common font color since it is simple to read. To achieve a certain tone or consistency on their website, some firms pick black and white photography for lifestyle banner graphics or icons. Nike's website has a black, white, and grey color scheme. Throughout their website, their logo and typeface are black. As a result, the website is simple to navigate.

10. Grey. Grey is the color of neutrality and balance in color psychology. Its color meaning is most likely derived from the fact that it is a shade between white and black. Grey, on the other hand, has a negative connotation, especially when it comes to depression and loss. It is drab due to its lack of color. Grey can be utilized to appeal to a broad audience in font color, headers, graphics, and even products. Apple is an example of a company that uses grey in its branding. Many of their computers are grey or silver in color, which is a popular choice because it is unobtrusive. The color grey is used in their website's header to contrast against a white logo.

11. Brown. Brown is a warm, earthy hue. It's the hue of the soil, wood, and stone, after all. Brown's color meaning is naturally associated with comfort, security, and a down-to-earth disposition, according to color psychology. Brown is a color that is frequently used in marketing for natural products and food. Due of its contrast on a white background, brown is a hue that appears in logos, banner pictures, and occasionally even text. UPS is an example of a company that uses color to convey meaning in its branding. The brown in their logo is highlighted in the navigation and drop down menus on their website. You'll probably notice that complementary colors like yellow and green have natural qualities to them. It helps to establish UPS as a safe, dependable, and approachable organization, which is precisely what you'd expect from a delivery service.

Color Wheel

In the realm of art, a color circle based on red, yellow, and blue is classic. In 1666, Sir Isaac Newton created the first circle color diagram. Scientists and artists have explored and created countless versions of this subject since then. Differences of opinion over the validity of one format over another continue to spark debate, but most color wheels are recognized as long as they contain the essential parts.

Color Harmony

Harmony is anything that is agreeable to the eye in visual encounters. It draws the observer in and creates a sense of inner order and harmony in the visual experience. It's either boring or chaotic when something isn't harmonized. A visual encounter that is so dull that the observer is uninterested is at one extreme. Under-stimulating information is rejected by the human brain. A visual experience that is so overdone, so jumbled that the viewer can't endure looking at it is on the other end of the spectrum. The human brain rejects anything it can't organize or comprehend. We must give a logical structure for the visual task. Color harmony adds aesthetic interest as well as a sense of order to a space.

There is not much going on in this picture which makes it feel underwhelming and boring. Most people wold overlook a painting like this.

This painting has too many colors and it is not easy to figure out what is going on. This would overwhelm people since there is no order to it.

In this painting, the colors, shades and shapes all come together to create one picture that looks aesthetically pleasing. It has a sense of order the people want in their art.

Color Context

The behavior of color in respect to other colors and shapes is a difficult aspect of color theory to grasp. Understanding the relativity of color begins with observing how colors interact with one another. Our perception of color can be affected by the connection between values, saturation, and the warmth or coolness of corresponding colors.

The small purple square is the same color. However, the different color backgrounds behind them make them seem slightly different. The one in purple looks little bigger than the one in blue and it is easier to see.

The red square against the black is brighter but duller against the white background. With orange, the red looks lifeless whereas with the blue-green color, it appears bright. The red also looks bigger against the black background.

Design Tips and Tools

There are numerous variables to consider while designing a company logo. When it comes to color, you'll want to select a hue that evokes the emotion you want your customers to feel. Blue, for example, is a color associated with dependability. To make your logo stand out, you should think about alternative color schemes, such as a complementary color scheme. The Canva color wheel and the Adobe color wheel are two excellent tools for selecting a color palette.

Color Combinations

1. Primary Combinations

All colors come from what are known as the "primary colors." These consist of red, blue, and yellow. Mixing these colors yields other colors and shades.

2. Secondary Combinations

Mixing equal amounts of any two primary colors results in "secondary colors." These are purple, green, and orange.

Red + Blue = Purple

Blue + Yellow = Green

Red + Yellow = Orange

3. Tertiary Combinations

Tertiary colors are those that come from mixing one of the primary colors with one of the nearest secondary colors. Tertiary colors are found in between all of the primary colors and secondary colors.

Red + Orange = Red-orange

Yellow + Orange = Yellow-orange

Yellow + Green = Yellow-green

Blue + Green = Blue-green

Blue + Purple = Blue-purple

Red + Purple = Red-purple

4. Complementary Combinations

On the color wheel, complementary hues are located exactly across from one another. These colors have a lot of contrast between them, so they may really make your design stand out. They can, however, be visually unpleasant if applied incorrectly. In general, when employing complementary colors in a design, you don't want to utilize them in identical amounts. Choose one of the hues as your main color, then use the complementary color to accent and draw attention to select key items.

Red and Green

Orange and Blue

Yellow and Purple

Yellow-green and Red-purple

Red-orange and Blue-green

5. Split Complementary Combinations

This is a color scheme that is similar to the complementary color scheme. This combination, however, is made up of one color and the colors on either side of the complement, rather than two colors right across from each other. By incorporating three hues, this method adds more variety than complementary color schemes without being too startling or aggressive. By using this strategy, we may create color schemes that incorporate both warm and cold colors and are easier to balance than complementary color schemes.

Red, blue-green, and yellow-green

Blue, red-orange, and yellow-orange

Yellow, blue-purple, and red-purple

Purple, yellow-orange, and yellow-green

6. Triadic Combinations

The split complementary color scheme is used in these simple color combinations. On the color wheel, the hues in this composition are evenly spaced. Position an equilateral triangle on the color wheel. The colors at each point combine to form the triadic pattern. Even when toned down, colored, or shaded, some color combinations are still bright. The colors have a fun or teenage feel to them. As a result, the color balance of these colors must be carefully considered. A good place to start is to pick one color as the main one and use the other two as accents.

Red, yellow, and blue

Purple, green, and orange

Blue-purple, red-orange, and yellow-green

7. Tetradic Combinations

Tetradic color combinations, like triadic color combinations, involve hues that are equally spaced apart. These color combinations, however, use four colors rather than three. Place a square on the color wheel and choose the colors at each corner, or choose two opposing sets of complementary colors to create a tetradic combination. Color combinations like this are always bright and enjoyable, and the vibrancy makes designs pop. However, when it comes to achieving a balance with these combinations, caution is advised because they can easily become overwhelming.

Red, green, blue-purple, and yellow-orange

Yellow, purple, blue-green, and red-orange

8. Analogous Combinations

On the color wheel, these color pairings are right next to each other. The tranquility and calm are evoked by the harmonious mixtures. Some argue that this is due to the abundance of analogous pairings in nature. It is suggested that you start with a primary color and then add two more to emphasize. It's recommended to use a secondary and tertiary color for this. Make sure your base color takes center stage, and the other two colors complement rather than compete with it. Also, avoid using colors that are too similar because they may blend together and wash out your design.

Violet, blue, and teal

Red, fuchsia, and purple

Red, orange, and yellow

Green, blue, and purple

9. Monochromatic Combinations

A monochrome color scheme is made up of distinct shades of the same color. This color scheme is made up of different tints, hues, and tones of the chosen hue. Dark blue, slightly lighter blue, and pale blue, for
example. These combinations are excellent for uncluttering busy designs and achieving a unified, aesthetically attractive appearance. If you want your brand to be associated with a specific hue, this is a wonderful color scheme method to use. It can also be used to demonstrate development in a design, such as a tiered price list, or to make a design look more sophisticated by utilizing a brighter color.

Animal Planet decided to use one color in their logo consistently, which helped people associate the color green to their brand. This creates an identity and sets them apart from everyone else.

Color Terminology

1. Hue. “Hue” refers to the origin of the color we see. It is the base of the color we see and is always one of the six primary and secondary colors on the color wheel.

2. Tint. A "tint" is a lighter shade of a color. It's a color that just has white applied to it. A tint may appear brighter than the original color, but it is really a lighter variation. A tint can be anything from a slightly lighter shade of the original to practically white with a speck of color.

3. Shade. A "tint" is the polar opposite of this. A "shade" is a hue that only contains black. It can, of course, contain variable quantities of black, resulting in a color that is either somewhat darker than the original hue or almost black.

4. Tone. This is similar to "tint" and "shade," except instead of having white or black added to it, it simply has grey. Only black and white can be used to make a "tone," and no other colors can be used (many colors that are considered grey actually have a base that is a hue). Pure hues are perceived as more elegant than toned colors.

5. Warm vs. Cool. “Warm” colors are those that resemble or symbolize heat, while “cool” colors are attributed to ice and cooler temperatures.

Warm colors: Red, orange, yellow, and red-purple

Cool colors: Green, blue, purple, and blue-green

How do Travel Magazines Use Color Theory/Psychology?

Most travel magazines use sure colors that are vivid to convey the joy and excitement that comes with traveling. Yellow, red, green, and blue are commonly used in travel logos since they are stronger colors. These hues elicit feelings of joy and merriment. Other times, they use colors that match the main location they are advertising. Some even make sure that the colors of their magazine matches a color of their logo or incorporate their specific color into the magazine. This aids in the development of confidence in the magazine.

National Geographic used variations of red, orange, and yellow in this issue. They did this to match the image they put on the cover to make it all seem organized and coordinated. This combination creates a feeling of excitement, adventure and joy. Incorporating yellow into the magazine also helps readers associate this issue with the brand of National Geographic magazine.

This issue of Wanderlust travel magazine used the analogous colors red, pink, orange, and yellow to create a sense of passion, adventure, excitement, and fun. All of these colors are seen in the image used on the cover of the magazine and the text also uses these colors to create a theme for the location they are portraying. Adding white to the cover allows the reader to read the text and adds a pop of brightness.

This issue of Wanderlust travel magazine used the secondary colors green, orange, and purple. The purple stands for the spiritual feeling one would get standing at the foot of the mountains in the picture, and the green stands for nature and the color of the Aurora Borealis above the mountains. The orange gives it a bright pop of color which contrasts nicely with the picture and allows the reader to read the text easily. In both Wanderlust magazines, the masthead is in white. When readers see this they automatically think of this magazine brand since some of their issues have the same logo. It establishes a sense of familiarity.

Wrap Up

Visual elements, like color, evoke different feelings in people, and that knowledge can be used by designers to construct a brand or logo to make people feel certain things about their brand. In color psychology, red means excitement, passion or danger. Orange means adventure, innovation and success. Yellow can mean joy, optimism, or even deception. Green can mean nature or natural, but it can also mean envy or jealousy. Blue means harmony, peace, and sometimes depression or coldness. Purple stands for power, richness and, if used too much, arrogance. Pink is associated wit femininity, fun and unconditional love. A few color combinations are primary, secondary, tertiary, complementary, and analogous. These and more can create their own emotions in people in certain combinations. Travel magazines sometimes use bright colors to create excitement about the locations they are advertising, or they use colors and color combinations that align with the theme of the destinations in the magazine. Some of the magazines also keep their mastheads (name of the magazine) or logos the same color and font to establish their brand with the readers.

Works Cited:

• Winchester, Ashly. “The Ultimate Color Combinations Cheat Sheet to Inspire Your Design.” Oberlo, Oberlo, 6 Dec. 2021, https://www.oberlo.com/blog/color-combinations-cheat-sheet.

• Vallaure, Christine. “Ultimate Guide to Color in UX/Ui Design.” Medium, UX Planet, 1 July 2021, https://uxplanet.org/ultimate-guide-to-color-in-ux-ui-design-de8eb104b5d3.

• Basic Color Theory, https://www.colormatters.com/color-and-design/basic-color-theory.

• Ferreira, Nicole Martins. “Color Psychology: How Color Meanings Affect You & Your Brand.” Oberlo, Oberlo, 4 Jan. 2022, https://www.oberlo.com/blog/color-psychology-color-meanings.

• //  by Simon, et al. “The Color of Travel. Emotions in Red, Blue, White, Green and Yellow.” Wild About Travel, 29 Aug. 2019, https://wild-about-travel.com/capture-color-travel-emotions/.

• Tips to Design Outstanding Tour & Travel Logo. https://www.designhill.com/design-blog/tips-design-outstanding-tour-travel-logo/.