When my colleague Debbie Josendale, of 3C Marketing Group, asked me to consult on colors for one of her client’s visual identity, which encompasses its brand / branding, I was intrigued. I had a deep purple color in front of me as a starting point, but knew that it was too dark and somber to represent what I understood her client’s message to be.
I read up on the client, I played with colors, I visualized, and knew that purple would be one of the colors involved. And the obvious choice of a secondary “partnering” color would be its compliment, gold.
The symbolism, and associations of the chosen colors are also important in determining their meaning, resonance, and appropriateness for the brand and its story. In a future post, we will look at the color choices from the vantage points of:
The Energetic, The Associative, and the Sensory. Hint: What does purple “taste” like? How heavy does gold “feel”?
Read on to find out!
ENERGETIC: Relates to the “chakras“, or energy centers that some believe exist within the “aura“, but outside the body.
Vertex Chakra corresponds to Violet, standing for Wisdom, and Spiritual Energy, and influencing the Pituitary Gland.
Solar Plexus Chakra corresponds to Yellow, standing for Knowledge and Intellect. It is the seat of tension and influences the solar plexus and adrenal body
ASSOCIATIONS: According to studies, color-mood associations are strikingly similar across individuals, groups and cultures. Does this imply a degree of universality as regards to our color-mood associations?
Purple/Violet tends to associate with: Dignity, Exclusivity, Royalty, Dignity, Exclusivity, Depth of Feeling, Wealth, Magic, Mysticism, Strictness ( if very dark, as in the original purple color i was shown at the beginning of this project).
Yellow/Gold: tends to associate with: Reflectivity, Luminosity, Happiness, Cheerfulness, High Spirits, the Sun, the a Bright Future, Hope, Wisdom, Expansiveness, not being Earthbound, Activity, Communication, Air, Gold can associate with wealth. richness, money (gold coins!)
SENSORY: The association of colors with other sense perceptions is related to “Synesthesia“, or “The Unity the Senses”. Here is what Purple/Violet, and Yellow/Gold tend to “sound”, “feel”, “taste” and “smell” like:
Purple/Violet: Deep, Minor Key (Sound), Velvety (Touch), Heavy, Sweet (Taste, Smell), Heavy (Weight), Cool (Temperature).
Yellow/Gold: Fanfare, Major Key (Sound), Smooth, Silky (Touch), Sour (Taste, Smell), Light (Weight), Warm (Temperature).
Does any of this jive with your experience? Does it incline you to dive more deeply into the multifaceted and dimensional world of color?
After all, it would seem that color can affect your body, health, mood, feelings, and senses. All of this effect from a phenomena of light waves! Color is an effect of light, indeed, one could say it isn’t actually “there”.
And yet, there certainly is a “there” there, as regards to color, and color phenomena. Perhaps a subject for another post!
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