Colour is Energy! I love that! . . . and as a graphic designer I help my clients choose the right colours for their branding every day. I also find the fact that colour ‘looks different’ depending on how we use it to be absolutely fascinating.

How we see the colour of things can depend on the way that light is reflected on the object. Every object absorbs a part of the light which hits it and deflects the rest towards our line of sight influencing how we perceive the colour. 

So, in the world of design, ‘light’ and colour tones can be used to determine how a colour will be seen. A duplicated simple shape or logo in exactly the same colour can appear dramatically different depending on what colour surrounds it for example.

When a designer wants to evoke a certain feeling in the viewer of the design, choosing the right colour and tone combinations in important.

 Here is a link to a previous blog I wrote about colour meaning :

Below are some examples of how surrounding or overlapping tones and background colours can make a design appear different.

When you are creating any design, it’s well worth taking the time to explore how your chosen colour sits with other colours in your brand palette. As the examples show, the tone of a colour can be influenced by other colours that are surrounding or overlapping your shape.

Your colour can appear warmer or colder, more masculine or more feminine and so on, subtly changing complimentary background colours can make all the difference to the over all ‘look and feel’ you create.

Gradients and tones (as opposed to flat solid colour blocks or shapes) can bring a design to life and it is worth considering how you could use colour gradients and light within your brand elements. The tone of the background you set your design on can influence how it is perceived as these examples show.

Brands that represent a product or service with depth, that is expansive and has many layers, may benefit from using texture or at least gradients within design elements or backgrounds. Textures can quickly and powerfully influence the emotions evoked by an image far more that a solid colour. However solid colour brand elements will work will to portray a strong established, trusted brand which is quite static and grounded.

Versatile brand icons will often lend themselves to working in reverse colour too (meaning a white shape / text on a coloured background). As the examples here show, there are subtle differences that when applied to a reverse out design will effect the way the shape is seen and felt (what emotion it evokes) which is what design is all about. Visually communication!

I hope you have found this post interesting. Please have a look through some of my design examples to see how different shapes colours textures and tones can evoke different feelings about a brand…. Here is the link:

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Inspired To Inspire Design is “More than a service, it’s a DESIGN EXPERIENCE”… My passion is helping soulful business owners CREATE ABUNDANCE in their business BY DESIGN.
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