Color in Design Lecture 8: Expressive Use of Color

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Color in Design Lecture 8 Expressive Use of
Color

• From the book the Principles of Color Design by
  Wucius Wong
• Any single color or combination of colors might
  contain a symbolic meaning, convey a message,
  attract attention, evoke emotions, or display a
  special mood. A designer must understand what
  colors can do or express in order to use them
  effectively in communication, decoration, or for
  any special purpose.
• (pg. 149)

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color used to create a visual
  or emotional impression, stimulate action/force a
  reaction, and utilize/establish an association

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression color communicates on more than one
  level it can be used to create a feeling that
  occurs below the level of consciousness

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual because of how quickly they are formed,
  visual impressions are often the primary
  influence in the acceptance or rejection of a
  design/product

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual because of how quickly they are formed,
  visual impressions are often the primary
  influence in the acceptance or rejection of a
  design/product
• First impressions are lasting impressions

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing nice to look at, decorative, captures
  positive attention

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing
• harmonious colors

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing
• harmonious colors
• light and saturated colors

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing
• harmonious colors
• light and saturated colors
• preferred colors of target audience

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing (continued)
• preferred colors of target audience
• consumer color preference psychographic groups
  determined by Cooper Marketing Group of Oak
  Park, Illinois

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing (continued)
• preferred colors of target audience
• color preference groups
• l color forwards most willing to try
  daring colors consists of young, ethnic,
  or higher income better- educated women
  over 45 that define themselves as
  fashion savy

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing (continued)
• preferred colors of target audience
• color preference groups
• l color prudents wait for color to be
  accepted before adopting it mainstream
  public

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing (continued)
• preferred colors of target audience
• color preference groups
• l color loyals resist color change,
  unwillingly adopt color eventually

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing
• repulsive ugly, eyesore, hard to look at for
  any period of time, captures negative attention

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing
• repulsive
• lack of harmony/unbalanced color

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• appealing
• repulsive
• lack of harmony/unbalanced color
• dark or unappealing colors

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• emotional colors communicate how to interpret
  the design or product, often dependant on
  personal and cultural associations

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• emotional
• primary/bright colors pure, wholesome, clean
  often appeal to lower-income consumers and
  children

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• emotional
• primary/bright colors
• secondary colors sophisticated, complex

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• emotional
• primary/bright colors
• secondary colors
• tints gentle, soft, fragile, light, feminine
  appeal to upscale, sophisticated customers

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• emotional
• primary/bright colors
• secondary colors
• tints
• shades durable, tough, strong, heavy,
  masculine appeal to older people and men

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• impression
• visual
• emotional
• primary/bright colors
• secondary colors
• tints
• shades
• tones earthy, outdoors, aged like
  tints/pastels, they appeal to upscale,
  sophisticated customers

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction color may force
  viewer to behave in a desired manner or to
  perceive something in a certain manner

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• physical response viewer may feel compelled to
  engage in a bodily activity (eat, drink, buy a
  certain product, etc.)

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• physical response
• biological color may force a specific mood or
  state

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• physical response
• biological
• intellectual may cause disturbing or soothing
  thoughts or ideas

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception color may influence the
  perception of a viewer

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests
• subjects judged coffee from 4 colored containers

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests
• 4 colored containers
• brown 75 reported too strong

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests
• 4 colored containers
• brown 75 reported too strong
• red 85 reported rich and full-bodied

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests
• 4 colored containers
• brown 75 reported too strong
• red 85 reported rich and full-bodied
• blue reported mild

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests
• 4 colored containers
• brown 75 reported too strong
• red 85 reported rich and full-bodied
• blue reported mild
• yellow reported too weak

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests
• 4 colored containers
• Coffee in all 4 containers was exactly the
  same!

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• stimulate action or reaction
• effect behavior
• effect perception
• taste tests
• facial cream
• laundry detergent

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association may use
  previously established connections or create new
  ones

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established may recall color
  associations from numerous sources which the
  viewer then projects onto the product or company

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• cultural/ethnic ex. food

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• cultural/ethnic
• symbolic ex. blue sad

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• cultural/ethnic
• symbolic
• traditional ex. black for funerals

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• cultural/ethnic
• symbolic
• traditional
• personal preference ex. blue is most liked
  color

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• new association through repeated connection
  with color, the product or company becomes known
  by it

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• new association
• Coca Cola, Marlboro red

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• new association
• Coca Cola, Marlboro red
• IBM blue

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Color in Design Lecture 8 Expressive Use of
Color

• expressive use of color
• utilize or establish an association
• previously established
• new association
• Coca Cola, Marlboro red
• IBM blue
• Pepsi red, white, blue