Color is the endmost communication tool. It can convey meaning all on its own. Colors seep into your subconscious calling to free your imagination, expose your desires, reveal loves or losses – your fears – or leave you to ruminate in its saturation. In its ubiquitous state, without so much a supporting word, sound, or image, it can evoke emotions, influence perception, and inspire action – a powerful influencer far and wide. In its solidarity – it can rise you to anger, alert you to danger, and yet depending on the context, can dissimilarly arouse a passion deep within you, and bring about a realization of a hidden adoration.
We are human and we are complicated. We draw from what is innate or learned. Perceptions vary from person to person, culture to culture, thus affecting our different perceptions of color. This calls for thoughtful consideration to be taken when using color in any context. Why is this important? Purple is divine. It is the color that calls to me. It brings me energy and stimulates excitement and joy in me. Purple possesses positive connotations to many in many countries. It is broadly loved and superfluously shared – so you may assume. In western cultures, it signifies royalty, wealth, and fame. Green in western countries represents the environment, progress, and luck, and promotes growth and longevity. Green is the national color of Mexico, where it represents independence and patriotism.
Well, in that case, let’s utilize a healthy dose of purple or green on all of our international marketing campaigns! Let’s go big or go home. What harm could it do? But as aforementioned, the world and its people are very diverse. Perceptions vary from person to person and country to country. With more research, you will find that, in some parts of Europe, the color purple is associated with death and crucifixion and that the color green is associated with infidelity in China, exorcism in Indonesia, and death in South America. Careful consideration of the colors used for your brand can protect your brand and/or marketing from having negative connotations and, in turn, negative reactions or undesirable results.
Not only is it the graphic designer’s responsibility to bring clarity to visual chaos, but it is also my hope that we take careful consideration, utilize critical thought, and purposeful implementation of these visual elements – these subconsciously powerful influencers. It is my hope that whatever it is that you do, you do it with careful consideration, utilize critical thought, and purposeful implementation – make your small part a positive contribution to the big picture.
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Nancy Mues 