- One of the challenges we have as designers,
is that design is often subjective.
Color is the most volatile aspect in our toolbox.
One person may love avocado green.
Another may despise it.
And these responses are very personal.
If I suggest that your favorite color, orange, is bad,
you'll take it personally.
So, when dealing with color, tread lightly
and allow others to have illogical responses.
We give meaning to colors
based on our own personal experience.
I know that red means romance, love and Valentine's cards.
But to someone else, it reads as anger,
war, blood or danger.
I have a special fondness for ochre
because it was the tone
of the wallpaper at my grandparents' house.
But, I've never been able to persuade a client to use it.
To everyone else, it reads as muddy yellow.
There are however, times when the meaning
of the color overrides the emotional response
when the corporate color is a specific blue,
that blue is the right choice,
whether you like or the client likes it.
And culturally, certain colors have different meanings.
In Western traditions, white is the color of purity.
In some Asian countries, white means death.
It's important to know who your audience is
and how they perceive a specific color.
Is the main color on your piece the same color
that the client's competitor uses?
If so, it's a good idea to find another color
that your client can own.
If I were designing a poster for a jewelry company,
I would steer clear from Tiffany blue.
The fact that color has inherent cultural meaning,
is a huge positive in your design toolbox.
The red and green circles on the cover
for this book about rules and graphic design,
is a universal way to say, stop and go.
A solid red square here might be confusing,
but the overlay of the red shape on top of the bones,
communicates the pain inherent with arthritis.
Meaning in color does not have to be that overt.
Subtle shades on a layout imply less obvious messages.
You may want to convey a natural or literary tone.
In this case, beige, CPM and black tell the story
of books and reading.
Or, the goal is to stand out in a crowded marketplace
like a bookstore,
a bright color with strong contrast solves this problem.
There is no one right way to handle color.
Color is subjective and everyone will respond differently.
I found it best to be aware of the inherent meaning,
logical reasons
and do what I believe is right.
And then be open to the feedback
when I show the ochre poster and everyone groans.