Perception 2

As we have seen colour can be perceived differently depending on the composition of colours. Color also carries a meaning. This is a product of different cultures and societies for example; Americans find red white and blue (in unisons) to symbolize patriotism, as their flag is made up of those 3 colour.

Various colours carry different emotions and messages effectively and discreetly. Studies suggest that colour triggers our natural senses better than any other elements, some being shapes and symbols. Artists are aware of this and use colour to attract certain demographics and create a connection.

This is not a new discovery but has been know for a while now. Impressionism consisted of this technique, as the style was about conveying emotions. Bellow is a painting by Monet called 'Grainstack'. In said painting you can clearly see the importance of colour. The light, luminous effect created by the multiple shades of yellow gives of a very strong sense of a sunrise or sunset. It gives me a feeling of relief and optimism of what is to come. The yellow and reddish tones give a sense of warmth, as if it was real sunlight, over the pale blue tones.

In graphic design colour carries the same emotions and messages. That is why brands have moved closer to the use of colour, to grab the viewers attention and subside in their memory. Persuasion is the word.

The goal is to carry a personality with the brand through colour. That personality is what connects with corresponding individuals. For example the infamous Apple logo.

This particular Apple logos colour fits the brands personality perfectly. The colour Grey evokes balance, innovation, science and of course simplicity. That in my opinion is a fitting description for Apples future goals and history. This mature looking logo reflects a different personality when the colour is changed...

Above is another one of apples previous logos. This time it is abundant in colour. It gives off a different message than the previous logo. The multiple rainbow colours give off a playful and joyful personality. Yet innovative just the same as it still gives a message of forward thinking and unity.

It must always be kept in mind that it's not necessarily the colour itself that conveys these feelings and messages but rather the cultural perception individuals have of these colours.

Bellow is an infographic i found that sums up most of the well known brand logos and their corresponding colour emotions.