Advanced Colour Selection Techniques (MASTER Colour)

Key Concepts

Color analogies, branding color, synesthesia-inspired color selection, emotion association, brand values, sensory experience, color accessibility, target audience feedback.

Color Analogies Method

This method generates color palettes based on associations with concepts, ideas, or emotions. It's useful for evoking specific feelings or themes in a design.

Step-by-step process:

1. Identify target emotions: Determine the desired emotions to evoke (e.g., peace, comfort, hope for a mental health website).
2. Research color associations: Explore how colors are typically linked to those emotions (e.g., soft blues and pastels for comfort, shades of green for hope).
3. Experiment with palettes:
   • Select a base color that signifies a key emotion (e.g., soft blue for empathy).
   • Complement with pastel shades (e.g., light lavender, soft pink) to represent comfort and compassion for background elements.
   • Add an accent color (e.g., light green, mint green) for call-to-actions or highlighting important information, symbolizing renewal and positive change.
4. Consider the audience: Adjust the color palette based on the target audience's demographics and preferences (e.g., using brighter, more saturated colors for a younger audience). For example, using bright bold orange as a base color for teenagers to trigger a sense of action and change.

Example: Designing a website for mental health awareness.

Bonus Tips:

• Gather feedback from colleagues, clients, or target audience members to refine the color palette.
• Ensure the design is accessible, especially on digital platforms, with legible text and adherence to accessibility standards.

Branding Color Method

This method is effective for rebranding or branding projects, focusing on aligning colors with brand values and market positioning.

Step-by-step process:

1. Analyze the brand: Understand the brand's values, principles, and concept (e.g., nature, sustainability, harmony for a sustainable fashion label).
2. Assess existing colors (if rebranding): Evaluate the current color palette and its alignment with the brand's values. Identify aspects that need adaptation or feel outdated.
3. Consider environmental associations: Explore colors that resonate with eco-friendliness and eco-consciousness (e.g., natural greens, earthy browns, calming blues).
4. Differentiate from the niche: Decide whether to align with conventional color schemes or stand out from the crowd.
5. Develop a unique palette:
   • Select a base color that represents the brand's innovative approach (e.g., sunset orange for energy and change).
   • Complement with colors that reflect responsibility towards the environment (e.g., ocean blue).
   • Accent with black or white depending on the overall aesthetic.

Example: Branding a sustainable fashion label.

Key Questions:

• Assess which aspects of the existing color palettes might need adaption.
• Are there any colors that are no longer aligned with sustainability or do some colors just feel outdated or not in line with a current design brand?
• Do you want the design to align with the niche or do you want to stand out from the crowd so to speak?

Tip for Rebranding:

• Gather feedback from clients and the target audience to ensure the adapted colors resonate with them and convey the desired message.

Synesthesia Inspired Color Selection

This method involves associating colors with sensory experiences to create emotionally relatable designs.

Step-by-step process:

1. Research sensory associations: Understand what is associated with the subject matter in terms of color (e.g., jazz music linked to deep blues and cool purples for relaxation, vibrant reds and fiery oranges for excitement).
2. Immerse in the sensory experience: Close your eyes and listen to the music, think about what kind of colors spring to mind when you listen to the music itself.
3. Develop a color code/language: Write down the associations between sensory experiences and colors (e.g., cool blue for smooth melodies, energetic reds for improvisational solos).
4. Build a color palette:
   • Base the palette around a base color.
   • Add complementary colors from your associations (e.g., fiery reds and oranges as accent colors to represent the excitement of jazz solos).
   • Experiment with different shades and tones to create harmonious palettes.

Example: Designing materials for a jazz music festival.

Bonus Tip:

• Documentation: Keep a record of the associations you've made between sensory experiences and colors. This can serve as a reference for your project, but also future projects.

Synthesis/Conclusion

The video presents three advanced methods for generating color combinations: color analogies (based on emotional associations), branding color (aligned with brand values), and synesthesia-inspired color selection (linking colors to sensory experiences). Each method involves a structured process of research, experimentation, and consideration of the target audience. The key takeaway is that effective color combinations go beyond generic palettes and require a deep understanding of the project's context, target audience, and desired emotional impact.