It's well known that color evokes feelings from an audience. It does so much to immediately express an idea, or reaction, before someone even has the chance to define the image and analyse the text.
And as we've talked previously about the ways certain techniques can change how a viewer can interpret an illustration, we will continue this theme through the use of colors.
There's clearly a lot of psychology around color, and how brands can sell their message through the right choices.
Red, for example, represents excitement and a bold, youthful appearance, while blue suggests trust and strength. Other color choices, like Pantone's colors of the year, are shades that reflect trends and spark emotions
But beyond simply displaying individual colors, there is something pleasing to the eye when colors are complementary. Every 'color expert' will tell you a theory on how and which colors complement each other - whether it is the analogous color, complementary or triadic color schemes.
We, the complex beings that we are, are somehow responsive to certain color combinations that are 'pleasing' to the eye - whether we're color experts or not. Ultimately, these colors are often those that are opposite of each other.
Try this exercise for example: Stare intently into the black dot in the center of the rectangle for 20 seconds. After 20 seconds, stare into the dot on the right.
The result should be you see a similar shape created on the white backgound, which is a yellow/green color - the complementary color to purple on the color wheel.
When starting out with combining colors, it's best to use the simple rule that opposites attract. Colors that are complementary to each other are those that are opposite each other on the color wheel.
The complementary color wheel
This can be applied when designing logos as well. When you use colours that are opposite each other, they give the same color 'value'. Both colors are equal in sight- no one stands out more than the other.
When we look at an illustration or a logo, the viewer primarily looks for the following characteristics, regarding color:
The colors complementing each other are of the same value
Different values for similar hues
Different intensities for similar hues
Remaining aware of color theory, and the relationship different shades have with each other, is crucial to pulling off a design with impact.
Here are six logos that harmoniously combine colors to great effect:
Want More?
Curious about what color can do for you? Check out these articles:
34 Company Logos Inspired by Pantone's Colors Of The Year Since 2000
Getting Psychological About Brand Color
44 World Famous Brands Using 2 Colors In Their Iconic Logo Design
Written by Danielle Tarroza on Thursday, March 10, 2016
Danielle is an aspiring writer with a penchant for design. She has completed a Biomedicine degree and is a self-confessed fashion eclectic. Her creative and stylist skills are matched by passion for coffee! Follow her on Twitter: @__daniellegrace
