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  • Skribentens bildDaniel Nordström Salafranca

The art of colors

Colors set the tone and mood for objects. Each color communicates differently to us.

Some colors can be pleasant and some not, depending on our choice.

But there are universal rules of what colors tend to communicate to people.

This is very important in fields of aesthetics such as painting, photography, and designing movie set, or any other graphical design really. Especially if you're building a brand or creating your logo. In these cases it's very important to chose the colors that assits in communicating what you want to say, because colors themself communicate different moods.

First, in any scene or work, ask yourself what is it that you want to express or communicate.

Then choose what colors should be present.

For example, the color blue communicates calmness(I guess that's why people like the ocean) It also communicates trust and loyalty. I actually wore a blue shirt during two job interviews a long time ago just to try this out, and I always seem to get the job after wearing this blue one. It could be other factors as well, but colors do communicate these moods.

Let's say you want to build your brand. Your brand is organic food. In your design choices you would probably use colors such as green which communicates nature and growth . Green is also very easy on the eye and pleasant to look at, just as blue. You could also use the color brown which represents earthy and organic. Yellow for instance, communicates happiness and optimism and is a clear choice if you're seeking to uplift or inspire people.

White communicates cleanness and Black communicates power.


As always, Experiment with with colors yourself, and never let rules limit you. Very complex forms of a variety of different colors can be created with a powerful message. But these are the basics of colors and their characteristics. Use them to your advantage.

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