When it comes to color theory, there are several different ideas you’ll find floating around. Some people may talk about the color wheel: a beautiful circle full of color. The color wheel is based on the primary colors of red, blue, and yellow. The wheel often includes secondary colors and occasionally tertiary colors. Still, you’ll find others are talking about color harmony when they mention color theory. Harmony, in the realm of colors, occurs when colors create a pleasing visual experience. But, neither of those ideas is what we’re talking about when we mention color theory. What we’re talking about is color context.
Color Theory and the Context of Your Brand Colors
When it comes to your branding or even your logo design, you may think that the colors you use don’t really play a role in how your brand is perceived, but that’s not the correct way to approach design. In fact, the colors you use in branding play a huge role in how the market perceives your brand.
Colors appear different when used with certain colors
We know that’s a little confusing, but we can break that down a little bit more. Let’s say you have a red circle for a logo and put it on a black background. Looks pretty great, right? But, what about when it’s on a blue background. Still look as great? Probably not. When that red circle is on the black background it pops off the screen. It’s vibrant. But, on the blue background it’ll appear a little duller and certainly won’t pop off the screen. Depending on the shade of blue and red, you’ll actually find that the two colors contrast each other and create a harsh balance.
Colors affect how we read other colors
The fancy term for this is relatively of color. Sometimes, our eyes see the colors differently than what they actually are. The relationship of colors, the saturation and tone of the hues can cause huge changes in how colors are perceived. You might think a certain color combination would look great for your logo design, but then when you actually see it, you’re turned off by the combination. Why? Because colors affect the way other colors appear. The colors don’t physically change, but the way we perceive them does.
Colors have meanings you may not know about
The way we perceive colors means they all have a different meaning. Based on the hues and tones, the colors in your logo or branding may be sending a message you don’t want to be sending. For example, blue can mean trust and intelligence or it can mean peace and serenity based on the shade. Green isn’t just a color anymore. When someone sees green, they automatically connect it to ecology, recycling, and clean energy. Do you know the colors in your brand mean? Are they sending the right message?
At Iconic Digital, we’re a bunch of color theory geeks. We love seeing how different colors play against each other. As a digital marketing firm, we understand how colors interact with each other and we love exploring all of the meanings your logo and branding can convey. We’ll work with you to find the best solution for your branding color needs!
Need a brand refresh? How about a new logo design? Let’s talk.