![]() ![]() A red or yellow colorcast doesn't necessarily jump out at you, and the green or cyan color itself might look a little different than your own idea of green or blue, for example. In Figure 8-2, you can see how Photoshop Elements defines the primary colors. Because whites and grays are neutral, they take on the exact hue (color) of the colorcast.įigure 8-2: Colorcasts from the six basic primary colors give the statue these different looks. You can see why known grays and near whites are the easiest to use to determine a colorcast if you observe each of the six photos in Figure 8-2. It's obvious that these files have colorcasts. (Refer to Chapter 1 for a review of the six basic primary colors.) In Figure 8-2, you can see the same photo, this time with colorcasts from the six basic primary colors. The photo looks normal because the tones are neutral. Figure 8-1: These ladies have all the right colors. To start with something simple, Figure 8-1 shows a color-correct version of a white marble statue close-up. You may find photos that lack neutrals or contain only bright vivid colors more difficult to correct, and you can have problems identifying the particular colorcast in those photos. Sometimes, you can very easily discover a colorcast if the photo in question contains any neutral grays and whites, or at least some colors very close to neutral gray. When your image has a primary-color problem, you typically see a colorcast, which means that all of the photo colors are tinted a particular color, and the photo just doesn't look right. Contact us to design and develop the brand color you want with the consistency your suppliers need.What do you do if, after you finish doing your best to correct the brightness and contrast on your photos, the color still just doesn't look quite right? Most of the time, an excess of a primary color (or two) in the file is causing the problem. They’re ideal for communicating color to your partners and suppliers knowing that each standard will visually look the same and ensure that your brand color remains consistent regardless of medium.Īt Munsell… we put the “sell” in color. Munsell color standards are just that… standards, which means you can depend on accurate repeatable color on every color standard we produce. If you don’t find the color you have in mind, then Munsell can create a custom color standard from the general color range in which you’re looking. Use the Munsell Book of Color to select your palette or if you already know the color family, but don’t have a book, then you can buy the hue pages separately. ![]() With designers in mind, the Munsell Book of Color is organized like the color wheel, except with many more colors. Munsell books of color serve as a color atlas to guide you through the color neighborhoods where your brands color will eventually take up residence. ![]() Any of the previously mentioned charts will guide you to the general hue that conveys your brand’s attributes and hopefully, evokes the same for the consumers of your branded products and services. Brands should approach color branding from several perspectives: (1) color design (2) color development (3) color communications and (4) consistent color reproduction.Ĭolor psychology plays a large role in the design phase. They come to us to make sure that the integrity of their color is maintained because the wrong color can also deter sales. Many of our brand color clients understand how to use color to sell. That same statistic was echoed in a Business2Community blog post, “ Logos and the Psychology of Colour,” which includes an infographic, “Colour Psychology in Logo Design.”Įnsuring the Integrity of Your Brand Colors Color Marketing Group points out that color increases brand recognition by up to 80 percent. Then there’s color branding, the long term color that people associate with your brand. Marketing analytics firm, KISSmetrics, finds similar results in their infographic, How Do Colors Affect Purchases. In their article, “ The Profit of Color!“, Color Marketing Group says that color can influence the buying decision by up to 85 percent. Color Marketing Group conduct international color consortiums to forecast the following year’s color palettes for designers and manufacturers. The trade show, GlobalShop, is dedicated to store design and visual merchandizing. Retailers, eager to stimulate the senses and spending, often organize their floor space using product palettes aimed at stimulating purchases. Everything from cosmetics to house wares dons the must-have hottest new hue. Case in point… designers and consumers eagerly await the annual Pantone Color of the Year announcement. Whether brand color or retail color design, it’s no secret that color sells. We’re in the business of color and so is everyone else who’s selling a product or influencing behavior. ![]()
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