When creating visual assets for the MHS brand, it’s important to think about how your audience might interpret the colors. The colors you use can evoke different emotions, even if your message says otherwise.
Meaning of colors
Color is just one of many psychological tools marketers can use to create successful brands. Research shows that 93% of consumers consider visual appearance to be the determining factor in their purchasing decision. When developing your message, try to think about what colors might suit your visuals.
Red
Red evokes strong emotions, increases appetite, symbolizes passion and love and increases urgency and intensity. This is about survival, vigilance and safety.
Other connotations: Pain, aggression, distrust, danger
Example of brand:
YELLOW
Yellow color stimulates mental processes, promotes communication, tires the eyes, but also increases cheerfulness. In marketing, it represents optimism, youth and clarity. Tint shade can also represent illness, so it is very important to make sure you are using the correct tone.
Other connotations: Illness, fear, cowardice, depression
Example of brand:
Blue
The color blue suppresses the appetite and represents calm and serenity. This increases productivity and creates a sense of security and trust in a brand. Most health-related organizations, such as insurance companies and hospitals, use blue in softer tones. Blue is also the favorite color of consumers, both men and women.
Other connotations: Cold, depression, sadness
Example of brand:
Orange
A mix of red and yellow, orange is both inviting and creative. It’s the kind of color that really stands out and can be the unifying factor in many different color combinations. It reflects enthusiasm and enthusiasm and shows warmth. It is also the color of caution.
Other connotations: Despair, anxiety, discomfort
Example of brand:
Green
Green is the color of nature; it gives off a feeling of balance, harmony and growth. It means health, serenity and tranquility. Like yellow, if you use the wrong shade it could indicate illness.
Other connotations: Disease, insipidity, greed
Example of brand:
Purple
Purple is the color of royalty, success, wealth and wisdom. Use it to soothe and bring calm. You’ll also see it in cosmetics and anti-aging products. Purple represents an imaginative, wise and creative brand.
Other connotations: Bad mood and introspection
Example of brand:
White
White is an essential element of most color schemes: it can serve as a complement, accent or background. White is the color of clarity, freshness and is used to stimulate creativity.
Other connotations: Empty, sterile, isolation
Example of brand:
Black
Black is the color of sophistication, mystery, power and control. When black shines, it exudes luxury. Shades of gray can also convey these qualities.
Other connotations: Evil, oppression, mourning
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Color accessibility
People with visual impairments such as color blindness are not able to see certain colors, but they can distinguish differences in the saturation and hue of a color. Keep in mind that reds and greens may look the same to a colorblind person. Using the same shade of two colors could also make them indistinguishable from each other. Additionally, for interactive elements, add indicators such as underlining links on hover or marking a required field with an asterisk.
Never use color alone to evoke meaning. For example, don’t use red, yellow, and green circles to code items in a list. Consider using a red circle, a yellow square, and a green triangle so your viewer can distinguish the difference between the elements.
Color harmonies
There are three color harmonies commonly used in design:
- Complementary colors
- Divide Complementary Colors
- Similar colors
Complementary colors
Colors opposite each other on the color wheel are complementary colors. The vibrant look of a complementary harmony is great for making something stand out or drawing attention to your focal point, but be careful when using complementary colors in large doses – they can easily appear overwhelming to the eye.
Similar colors
Analogous colors are located next to each other on the color wheel. They generally fit together well and create serene and comfortable designs.
Monochrome colors
Monochromatic harmonies use a single color shaded or tinted to different values by adding black or white.