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Created this for a client I was working with as an exercise to find out what colours to go with for their branding. They needed a logo and web site but had never gone through branding before. This is part of a series and only certain colours were chosen to go through because they already had set preferences and, based on the brand industry, these would be the colours that would work best. I do believe it's a designer/branders job to choose the colouring so this excercise was aimed to help them understand why their first chose combinations might not be the best and what colour conveys to a consumer. They'd already been through a logo design with someone else which ended up being completely wrong for their brand. This is a step in the right direction to get them on track and create the right identity with colour.
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COLORS + bRNi
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W h y C o l o r M at t e r s “ R e s e a r c h r e v e a l s p e o p l e m a k e a
subconscious judgment about a person,
environment, or product within 90 seconds
of initial viewing and that between 62% and
90% of that assessment is based on color
alone.” The Institute for Color Research
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R E DPERSONALITY: Leads an eventful life. Courages and likes to take risks.
Impulsive and passionate.
WORDS: Vitality, Action, Adventure, Aggressive, Blood, Danger, Drive, Energy,
Excitement, Love, Passion, Strength and Vigor
DESCRIPTION: Red activates your pituitary gland, increasing your heart rate
and causing you to breathe more rapidly. This visceral response makes red
aggressive, energetic, provocative and attention-grabbing. Count on red to
evoke a passionate response, albeit not always a favorable one. For example,
red can represent danger or indebtedness.
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R E D
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Y E L L O WPERSONALITY: Intellectual, idealistic, imaginative. True friend, high-minded.
WORDS: Idealism, Caution, Cheerful, Cowardice, Curiosity, Happiness, Joy,
Playful, Positivity, Sunshine and Warmth
DESCRIPTION: In every society, yellow is associated with the sun. Thus, it
communicates optimism, positivism, light and warmth. Certain shades
seem to motivate and stimulate creative thought and energy. The eye sees
bright yellows before any other color, making them great for point-of-
purchase displays.
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Y E L L O W
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O R A N G EPERSONALITY: Friendly, caring, social by nature. Cheerful orange evokes
exuberance, fun and vitality.
WORDS: celebration, motivation, Affordable, Creativity, Enthusiasm, Fun,
Jovial, Lighthearted, High-Spirited and Youthful
DESCRIPTION: With the drama of red plus the cheer of yellow, orange is viewed
as gregarious and often childlike. Research indicates its lighter shades appeal
to an upscale market. Peach tones work well with health care, restaurants
and beauty salons.
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O R A N G E
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G R E E NPERSONALITY: Persistent, determined, consistent , assertive and firm. They feel
comfortable in the wild. A loyal citizen and friend.
WORDS: Crisp, Environmental, Fresh, Harmony, Health, Healing, Inexperience,
Money, Nature, Renewal and Tranquility
DESCRIPTION: In general, green connotes health, freshness and serenity.
However, green's meaning varies with its many shades. Deeper greens are
associated with wealth or prestige, while light greens are calming.
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G R E E N
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S U P P O R T C O L O R S
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X AuhM r A A . O ad
@ Exh R I believe in sharing content so feel free to use this presentation. If you do use it, please just give credit where credit is due. Thanks!
