Colour co-ordination and what they mean

Choosing what colours to use together on your pamphlets, brochures, invitations or posters can be quite a nightmare, especially if you’re not sure what colours work well with each other or what meanings certain colours convey. This task is further complicated if you have a wide variety of colours to choose from.

Experts advise that adjacent or harmonising colours that appear next to each other on the colour wheel can work well together, but if they appear too similar they can look washed out. Complimentary colours are separated by one other colour on the colour wheel and should not be used side by side on a printed document as they can cause an uncomfortable visual vibration for the observer. They can be used on the same page if they are separated and if other colours are used. Contrasting colours are those that are directly opposite each other on the colour wheel. They can contrast wonderfully and provide high visibility if used carefully.

There are cool colours like blue, green, turquoise and silver. Cool colours are mostly calming colours, they can appear cold and impersonal but they are more often comforting and nurturing. Cool colours visually recede on a page so they appear smaller than warm colours.

Blue is calming, it conveys importance and confidence without the side effects of being sombre or sinister. Dark blue is associated with intelligence, stability and unity. Blue has religious significance in many cultures, is symbolic of peace and protects against evil spirits. In Iran it is the colour of mourning. Blue with green provides a natural watery scene, blue and grey has a look of understated elegance, sky blue with light brown, tan or beige make for environmentally friendly combinations, while a dash of blue will cool down a hot red or orange scheme. A very good eye catching contrast is blue and yellow. Dark blue and white is fresh and crisp.

Green represents life, renewal, health and growth. It can also mean jealousy, envy and inexperience. It has the same calming properties of blue. The colour green is often associated with Ireland and also with the religion of Islam. It is particularly reminiscent of spring, when all is new, green, fresh and just beginning. Green also signifies balance, harmony and stability. Green with brown, tan or beige can be likened to the outdoors or good organic earth and can be good combinations for advertising or packaging garden related products or services. Green, yellow and black or white are sporty colours while purple with green can provide a lively contrast. Lime green, orange and yellow produces a fresh, citrus palette.

Warm colours are exciting; they provide us with energy and get us up and moving. They can evoke emotions from excitement to anger, from optimism to strong violence.

Yellow represents hope and happiness. It is cheery brightness and sunshine. Yet it has a flip side, it is also the colour of cowardice and deceit. In Egypt yellow is the colour of mourning and in the Middle Ages actors wore yellow to signify the dead. In Japan it is used to signify courage, in India it represents merchants and it can be a symbol of peace. When using yellow it is often best to use it as a companion to other colours, although it can work as the primary colour. Yellow works well to perk up cool blues and greys, it can used to continue a citrus theme with orange. Orange and black can create a hi-tech look. Red and yellow is a lively and exciting mix.

Pink is a warm colour that is like the more even tempered nature of red. Studies have shown that being exposed to large amounts of pink can actually create physical weakness in people. There are theories that there may be a link between this and the psychological perception that pink is the colour of the weaker sex. Pink denotes romance, charm, a coy playfulness as well as tenderness. To strengthen pink it is suggested that you add darker shades of pink, purple and burgundy. In order to make pink look sophisticated, add grey or black or even dark shades of blue. Sometimes medium to dark shades of green can create a sharp looking combination.

Mixed colours, or colours of intrigue have both warming and cooling properties. They are taken from a mix of a cool colour and a warm colour e.g. blue and red.

Lavender is graceful and feminine and is associated with refinement and elegance. Lavender can be used to represent some special or very unique. It is a good colour when your target market is female or when your product has something to do with romance or luxurious self-indulgence. Pink combined with lavender is extremely feminine, while minty green with lavender is cheerful and redolent of springtime. Blue and lavender says grown up and sophisticated, while red will spice lavender up.

Turquoise emits a feminine feel with a touch of sophistication and freshness. Turquoise and lavender continues the feminine feel, especially if you add pink. Turquoise, white and black create an art deco effect, while turquoise, with orange or yellow has a fresh, sporty look.

Neutral colours or colours of unity serve as good background colours; they unify diverse palettes and can stand alone as the primary focus of the design.

Grey is an elegantly neutral colour; it’s balanced, cool and conservative and seldom evokes strong emotion. It can be used as colour of mourning and is a very formal colour often used in the corporate world. All shades of grey can be used as neutral backgrounds. Grey with lighter colours like lavender, pink, green and blue have a feminine quality. If you want a masculine quality you need to use darker colours with grey.

A relaxing neutral colour is ivory. It isn’t white and has some essence of earthiness about it. It has a unique lustre to it, which provides it with a sense of luxury. In terms of qualities it is much the same as white; pure soft and clean but slightly richer and warmer. Ivory sets a tone of understated elegance. It goes well with light peach, pale grassy green and light brown colours. Ivory will lighten, brighten and lend a touch of class to medium and dark orange, blue, green, purple or turquoise.

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