Graphic Design: The Meaning of Colors

We never really think about it, but everywhere we go and everywhere we look, there is a constant message being communicated by the colors we see in objects and shapes.

Though we don't give it much thought, colors affect our emotions and perceptions of places and even ideas. For example, companies use specific colors to evoke different feelings that will either persuade or inform their targeted audience.

This concept is called "color psychology".

Different colors represent varying meanings and can potentially have multiple emotions attached. In a more basic understanding, darker colors may have a slightly more "negative" feeling than lighter, brighter colors do. However, each color in a broader spectrum has its own unique "feeling" that changes a viewer's own opinion of whatever is presented in front of them.

Consider the company Apple. To the general public, they are a well trusted, reliable, powerful brand. While all of this is due to their outstanding products and services, the design of their entire company as a whole plays a big role as well.

The main colors of their brand include silver, white, and black. These simple colors stay consistent within their brand, as shown in their logos, products, website, and any other visual representation of their company.

As shown in the color chart, the color silver symbolizes glamour, high tech, and sleekness. All which describe the Apple brand very well. Their signature silver color on their Macbooks as well as their phones make consumers feel almost luxurious with Apple products. Having a Macbook laptop with their iconic logo also plays into their universal recognition as a company.

Besides Apple, all companies use color psychology in the development of their companies. Designers must consider their usage of colors, and also what each color will communicate to their audiences. Colors affect the mind much more than we think.