How do graphic designers use colors to invoke feelings towards a brand or product?

SOURCE: Interaction Design Foundation

Color is a powerful communication tool and arguably the most influential aspect of design. It can be
used to signal action, influence mood, and create physiological reactions. Certain colors have even been
associated with increased blood pressure, increased metabolism, and eyestrain. So how does it work?

First think about some popular brands like Starbucks or Domino’s. Iconic and recognizable through their colors. Starbucks uses that classic deep green, accenting it with darker greys and brown. Every Starbucks you walk into has the same feel and that's thanks to color. The deep green they use is meant to represent affluence and abundance, the dark slate gives a sense of balance and sophistication, and the brown gives the natural and rustic feel. All together, just by looking at the colors you feel calmed and feel like you’ll be getting a product that is natural and earthy that is higher end. Colors like green and brown are used to give a space or logo a sense a calm as studies have shown that is reduces heart rate.

Another color that has a similar effect is blue, one of the colors Domino’s uses. Blue is one of the most popular colors in logo creation and gives a sense of trustworthiness, something Domino’s values and promises. The other half of their logo is a bright red. Red is the most popular and often used color in logos, from entertainment like Marvel and Netflix to fast food like McDonalds and KFC. Red has been shown to increase heart rates and actually activates the pituitary gland which releases hormones into the bloodstream and stimulates metabolism along with other aspects of your body making it no surprise why so many food joints use the color.

We can use this to break down other things, not just logos. Police officers wear blue to give a sense of security and trustworthiness, Marvel uses red to express energy and power, Mattel uses pink for Barbie to show off the femininity and innocence of the doll. Next time you go to a mall take a look at the businesses you frequent or those you don’t and look closer at what colors they’re using and you might just peek behind the logo.

Next post will cover the use of shapes in design.