The Personality of Color
Colors have personality and convey the values of your organization through their symbolism.
At Blue Chip Signworks, we work with you to design, fabricate and install the high-impact signage you want and need. We understand that signs, graphics and art speak to people on many levels. One of the key levels to consider when designing you logo or lobby sign is Color.
Colors have distinct personalities and symbolism, independent of culture, language, gender or age. It seems the brain is wired to respond to various colors in a certain way. Here is a brief description of Colors and their personalities …
Red: At the long wave-length end of the visual spectrum, Red is a powerful, primary color. It is a strong basic color. This is the color of the physical. It draws attention, increasing energy and activity. It can trigger the “fight or flight” response. It suggests boldness and efficiency. Red can trigger appetite. Positive Aspects: Lively, exciting, stimulating, masculine, simple, very friendly, implies urgency, raises blood pressure. Negative Aspects: Aggressive, demanding, defiant, strain, visual impact, over-stimulation.
Yellow: As the second primary color, yellow is the color of the emotions. It is friendly, open and outgoing. As the strongest color psychologically, yellow is happy and joyful, engendering a playful mood. Positive Aspects: Joyful, sunny, cheerful, optimism, creativity, somewhat exciting. Negative Aspects: Delicate, soft, mellow, childlike.
Blue: The third primary color is blue. Blue is the color of the power of reason, logic and intellectual pursuits. Blue is the color most used in appealing to business people and entrepreneurs. Strong blues enable clear thought. Softer blues are easier on the eyes and calm the mind. Blue suggest serenity and stability. It is the color of the sea and sky. Positive Aspects: Calming, logical, intellectual, stable, duty, soothing, lowering blood pressure, wisdom, dignity, Negative Aspects: Cool, cold, calculating, detached, slow moving, inflexible.
Orange: A secondary color comprised of Red + Yellow, Orange is a stimulating combination of the physical and the emotional. It focuses on physical comfort, warmth, and passion. Color of fun. Positive Aspects: Physical comfort, warmth, passion, sensuality, food and appetite, shelter. Negative Aspects: frivolity, immaturity, frustration.
Violet: As a secondary color consisting of Red + Blue, violet is the color of the spiritual, deep contemplation and meditation. As the color with the shortest wavelength in the spectrum, violet, or purple, signifies awareness. An aspirational color, it signifies the best of the best, royalty, luxury and high quality. Positive Aspects: spiritual awareness, luxury, quality, truth, aspirational. Negative Aspects: Introversion, decadence, inferiority, cheap, phony.
Green: The secondary color composed of Yellow + Blue is green. At the center of the spectrum, green is the color of balance. It is the color of the center of the population. Nature’s color of growth is green. It connotes family values and belonging, equilibrium and restful peace. Positive Aspects: Harmony, environmental awareness, equilibrium, peace, family values, balance, rest. Negative Aspects: Stagnation, boredom, bland, sameness, demoralizing.
Black: The absorption of all colors is black. It is a sophisticated color, sometimes glamorous. Black can convey a hardness of edge, uncompromising and coolly efficient. Reflecting the fear of the dark, black can also be menacing and threatening. Positive Aspects: Glamour, uncompromising, efficient, sophisticated. Negative Aspects: Cold, dark, menacing, heavy.
White: The total reflection of all colors is white. This conveys a sense of untouchable purity, not to be impacted by anything, just as uncompromising as black but in the opposite way. Sterility, cleanliness and a sign of hygiene is white. White can create barriers, a hands off attitude. In the negative extreme, it is a blinding, unfriendly glare. It can be perceived as cold as snow. Positive Aspects: Cleanliness, hygiene, uncompromising, sterile, purity. Negative Aspects: Glaring blindness, barriers, coldness, unfriendly.
Brown: Comprised of Red, Yellow and Black, brown is the consummate earth tone. It is the color of the natural world. The color of earth and wood, brown conveys warmth and family values. It is a strong reliable color, but can be somewhat slow moving and lower energy. Positive Aspects: Strength, reliability, warmth, natural awareness. Negative Aspects: Slow, boring, heavy, dirty, humorless.
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LOGO DESIGN: Choice & Use of COLOR
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