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Cultural Palette of Color

Cultural Palette of Color Red Primary Colors Three colors that create all the shades of color. P T T S Red - Blue - Yellow P= Primary S= Secondary T = Tertiary T Secondary Colors Colors created when two primary shades are mixed: P P= Primary S= Secondary T S Violet: Red + Blue P Orange: Red +Yellow Green: Tertiary Colors Mixing a primary color with the secondary colors creates tertiary shades. Yellow + Blue Saffron: Red + Orange B B Tints and Shades: Lime: Yellow + Green Lavender: Blue + Violet W = White mix B = Black mix Combination of white or black to Purple: Red + Violet the above mentioned colors creates Yellow + Orange Turquoise: Blue + Green Amber: tints or shades. B Tones: Neutral: The depth of color Pale range of colors that are subtle e.g. beige, and cream. Cold Colors: Warm Colors: High proportion of blues and some green. Created through use of reds and yellows. Color Preferences: Gender: Men prefer brighter shades and primary colors while women opt for the softer hues but have a more sophisticated color palette. Climate: Those who live in warm climates with lots of sun prefer warmer shades while those from cooler less sunny climates opt for the cooler shades with less saturation. Perceptual Map: West Latin America Middle East East Global Symbol of passion, religion (when used with white), vibrancy, intensity and death. Caution and some may see the hue as a sign of evil. Connotes with Purity and celebration and a symbol of good luck and danger. It is thought to bring luck, long life and happiness. Represents happiness and prosperity, passion and Red can be used as a symbolprosperity and passion in design but pink should be used with cau- excitement. tion as it is too feminine a color for mainstream use. It has religious connections Safety and protection as it is the color of the Virgin associated with the heavens ity as in the Indian culture Mary's robe or headscarf. It and spirituality. is also associated with Is associated with immortal- Represents trust and authority and used a lot in financial designs. Some shades represent Safest color for designers as it has a similar meaning worldwide. blue is the color of Krishna |- a central figure in Hindu- ism. Many Indian sports teams use the color as a masculinity while baby blue mourning while being the is used for the birth of a boy. symbol of of trust and Contrasts at times as can be serenity in Mexico. considered peaceful or symbolizing sadness. symbol of strength. It is considered a feminine color in China and yet, associated with immortality. Follows the Islamic pride in Mexico but a repre- representation of green representing strength, fertility, luck and wealth. Symbol of nationality and Green represents life and nature as well includes fertility and youth. It can also stand for infidelity, for wearing a green hat in China, is suggestive of having cheated on your spouse. Associated with Islam and feelings of strength and wealth but Connects it to the natural world and metaphorically associated with jealousy and envy. It is also representative as good luck and a popular choice for environmental campaigns. Green, superficially olive green, is the color of almost every active military in the world. sentation of death in most other nations of the region. India does not deal well with combinations of green and white as there are feeling of enmity between India and Pakistan. Purple is the color of royalty Associated with sorrow, used for the robes of kings and queens. Associated with wealth, fame and progression. A color of honor for the US. Synonymous with wealth and virtue. Also the color of wealth and nobility with the exception of Thailand, where it is used to represent mourning. (A widow will wear purple after the death of her husband). Can safely be used to represent wealth unless the client is Latin death and mourning. American where the connotation changes. Brown is earthy and whole- some and used for health, real estate and packaging especially in the US. Sug- gests stability and depend- ability. While representing stability in the West it discourages buyers in South and Latin America as it is considered Brown is harmonious with Associated with mourning Though it has a neutral tendency and may offer general appeal in design it can connote the notion of earth and comfort. and earth. bad luck and untrustworthy. boredom and poverty so should be used in contrast with a brighter shade. In Egypt, yellow is associated Color of commerce in India. Members of the royal ruling Cheery and associated with warmth (the sun), summer and hospitality. In Germany, Latin cultures. Orange is yellow is associated with envy (which is described as green in most other Western some countries because of cultures) and the gold shades represent wealth. Yellow is associated with A safe choice for designers are the gold hues that represent money, and success in most world cultures as orange can represent cheap in terms of pricing and yellow, can connote immaturity and cowardice. The color of gluttony in Christianity is orange while saffron (a yellowish orange) is sacred in Indian cultures. death and mourning in many with mourning but for the rest of the Middle East it class often wear this hue considered sunny and connotes happiness and and the color is considered associated with the earth in prosperity. Orange is associ- sacred and imperial. In ated with mourning and loss Japan, that definition is expanded to include the reddish-orange ground In some African nations, people with a high rank in society wear yellow. color. courage. Orange tones are symbolic of courage and love. Death, formality, finality and The tone is associated with still powerful. Evil, mystery and mourning. Masculinity, power, wealth and yet, also associated with Black is associated with sex, magic and the masculinity and mourning. evil. unknown in almost all cultures and thus, must be used with caution. Contrasting associations. with weddings and holiness. America as it is connected to Purity and mourning and holiness and high rank. Purity and peace. Associated Same as that of North Mourning, death, unhappiness andmisfortune. Generally represents peace and universality of life and can be used safely in designs as it is a very natural color. purity and peace. Sources: http://www.webdesignerdepot.com/2012/06/color-and-cultural-design-considerations/ http://globalpropaganda.com/articles/TranslatingColours.pdf LOGO DESIGN GURU a Guru Corporation Blue vellow

Cultural Palette of Color

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To create a global brand for clients, graphic designers must communicate with visuals in terms of colors and symbols. The phrase ‘a picture is worth a thousand words’ may now be a cliché but it r...

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