Understanding Colours for Business – part 2

In this article we cover the choice of cool colours in business and how their softer impact represents moods and feelings. Once again, careful thought should be put into your marketing designs to portray the image you want to project.

Green is associated with vegetation in all its forms, which symbolizes growth as well as health. A great example of this colour is the “going green” international campaign, which promotes a cleaner planet. The colour green is also commonly linked to money (American green backs), as well as the fresh season of spring and the renewal of life. Health products, nurseries and education often carry the colour green in their advertising.

Blue is a very reassuring colour that represents the dependable sky and the massive ocean. It is one of the most tranquil, calming colours associated with safety, absolute trust and intelligence. It stands to reason why many corporate companies use blue as their dominant colour. View websites online and you will quickly see that the blue sites lean towards a corporate look. Blue can also be linked to suppressing ones appetite as well as the more negative emotion of “feeling blue”.

This mysterious colour is associated with artistic / creative people. The darker shades of purple represent royalty and wealth. On the other hand, the lighter shades are associated with romance and have a calming effect. The soft shades of a lavender bush highlight all the cool colours being discussed above.

Despite all the shades of colours available, when creating an online design, it is best to stick to only a few colours that are regarded as being safe for all computer screen types. These safe colours add up to a total of 216, which is probably more than you expected… By using these 216 colours, you can be assured of limited colour change in your marketing. Your graphic designer will be able to assist you with this safe range.

Part 3 of 3 will conclude with information on the neutral colours and how they can be brought into a design to add space or highlight specific areas / images.

Cherie Eilertsen

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