The importance of colour theory

By admin
What Is Colour Theory

Use Colour theory to tell a story

Colours are everywhere. They’re used in advertising, entertainment, and decorations, and all invoke a certain feeling in the viewer, capturing their imagination and drawing their attention. Colours can allow anyone to create different types of feelings depending on the particular colours they utilise. Colour theory allows us to understand how to make use of these colours in order to create different effects and create the desired emotions.

What is colour theory?

In Colour Theory there are a couple of core concepts that you must understand before beginning to think about designing something; the concept behind the colour wheel and also the kind of feeling each colour represents and gives off to the viewer.

complementary design multimedia studio ipswich branding norfolk colchester east-anglia bespoke

The colour wheel is simple; it shows what colours contrast each other and what colours that are nearby will create colour harmony. Colour harmony is when two, or sometimes more, colours combine to create a very aesthetically pleasing effect, so much so they can be described to be harmonious with each other. A perfect example of this is the combinations of yellow and purple, which can work in a variety of tones. The colour wheel easily shows the opposite colours, also called “complementary colours”, which are directly opposite to each other and can sometimes be used together to create a high contrast image. 

Colours which are not on the colour wheel such as Black, White, Brown, Ivory and Cream are known as neutral colours. These colours generally work well as a backdrop for other colours and are commonly used as wall colours in houses.

Temperature in colour theory wheel

Colour theory is a broad subject, but at its most basic it can be understood as two colour groups which are split in half on the colour wheel that evoke particular feelings. There are warm and engaging colours, and also those that are cool and relaxing. The warm colours are Red, Yellow and Orange and are present on the left side of the typical colour wheel diagram, the cool colours are Green, Purple and Blue, and are present on the right side of a typical colour wheel diagram, as seen here.

Cool and warm colours design multimedia studio ipswich branding norfolk colchester east-anglia bespoke
split complementary design multimedia studio ipswich branding norfolk colchester east-anglia bespoke

Split Complementary

Complementary colour wheel types

Split Complementary colours are another element of colour theory that is crucial in the effective use of different colours together. A Split complementary is when the use of a primary colour like red, blue, or yellow, is used with 2 other “analogous” colours, which are separate from the primary colour. Analogous colours mean that they are close to each other on the colour wheel, being different tones of the same colour or a separate colour that is neighbouring each other. These 3 colours combine to creates a strong visual contrast effect, without being too vibrant due to not being direct compliments (opposites) of each other.

analogous design multimedia studio ipswich branding norfolk colchester east-anglia bespoke

Analogous

Importance of colour interaction

It’s vital to know how colours interact with each other; if combined in certain ways they have different effects on each other, for instance, a red dot on an orange background will appear inconsiderable and barely noticeable whereas that same red dot on a green background will become embellished, bold, and more fierce, this is due to them being complementary colours, which we discussed previously.

This simple colour set is showcased many flags and the flag of Bangladesh happens to use exactly that colour scheme.

Painting Pixels Bangladesh Flag

These colour schemes are necessary to know as they can be utilised to create a considerably aesthetically interesting image for use in art, decoration, marketing, or anything you want. Colour compliments, in particular, are used frequently in pop art, however, it is also often used in visual design and computer graphics.

Importance of colour use in branding

The reason you want to be aware of colours and their properties is due to the fact that it can have a major impact on your brand image, and people’s connotations to your brand itself. Debatably the most significant part of your brand image is the colour palette that you choose for your business’ identity, as colours are usually the first thing a person notices, especially on a brand’s logo, and unfortunately quite often are books judged by their covers.

An example of an incorrect use of brand colours is: a baby accessories business using an aggressive colour like red in their branding. Or a heavy metal band that uses baby blue while promoting. Ideally, you will be using colour theory to create a special aesthetic that doesn’t confuse the message of the colours with the product you’re branding, utilising complementary colours or split complementary colours in order to create a warm, or cool themed brand that is relevant to the business type. 

Colour in logo designs

The logo is a key part of a brand and will be utilising the brand’s main colours in its core design. This will be heavily affected by the colours chosen for a brand and will drive the public’s perspective depending on the contents of the logo and the colours used. To learn more about the importance of incorporating logos into a brand and adapting them with colours, check out our article “Why is a logo so important?

Limit the use of colours

Limit the use of colours and only choose the colours that best reprints your industry and style of business and even your own personality.

Having a small number of colours that work perfectly together is very important to any brand of a business, these can be complementary but most often are split complementary colours, with the addition of a tone of black preset colour, as well as sometimes containing white in the palette. If you’re a business promoting children’s clothes or toys it may be a smart idea to use warm and exciting colours like yellow and orange, yellow being a very hyperactive and bright colour that likes to have fun while orange is attention-grabbing but not overbearing and aggressive like red.

A more serious and corporate colour scheme like black and white or dark shades of blue may be used for professional brands such as law firms or banks, blue giving off a “trusting” connotation. To read more about colours in use for branding and how they maintain a consistent and effective colour scheme, check out our article on “What are brand guidelines”.

Color Theory Painting Pixels

How can it be used?

Apple is a very good example of colour in branding done right. Apple products mostly feature a white and grey colour scheme, which represents purity, professionalism and practicality. The apple logo itself is mostly grey and because of that, it allows apple to have a very formal, professional and desirable looking brand. People who see it want to be a part of it because it presents itself as the provider for essential personal and professional equipment. The utilisation of white gives off the impression the consumer that the products produced are clean, and built to a very good standard. 

Each colour has it’s own subconscious psychological effects that it gives off to the viewer, such as warm and cool colours emphasising those feelings onto the viewer themselves. These can also transfer to subconscious emotions that can sway how the viewer perceives the image itself. This subconscious colour emotion scheme can be used in art and entertainment, but mainly for marketing purposes. Whether its a food business or a law enforcement agency, the colours that they use in their branding impact the consumer with certain emotional connotations. Colours are a powerful medium utilised by every company in their core branding. 

The meaning of colours

Colour Meanings design multimedia studio ipswich branding norfolk colchester east-anglia bespoke 1

Here is a graphic to show some of the different colour connotations that they have to the consumer. You may notice these colours being used in the businesses that relate to the emotion that they give off. These are only some examples of the effects that colours can have on mood and connotations that they give off

In essence, using colour theory in branding is about sending a message without saying anything. That is the general idea of what you should be trying to accomplish while designing your brand image. You want to let people know what kind of business you are and who your target demographic is, just by the colour design of your brand, and the use of colour theory will help you do just that.

Here at Painting Pixels, we can create a branding package that matches your company’s goals and audience. We factor in; fonts, styles, layout, logo, and of course, colour theory, so that your branding works excellently with your logo, website, printed leaflets, business cards and more. See our Graphic Design page for examples of professional content we have created. And be sure to check out our YouTube Channel for more interesting, informative, and entertaining content.

  • Contact us


  • Multimedia Animation

    We are extremely happy with the excellent animation that the team at Painting Pixels have created for EPBA – European Portable Battery Association. They worked with us every step of the way from providing guidance to the script writing to the final production. We will be using Painting Pixels for future projects and highly recommend them.”

    Hans

    2D Animated Compliance Explainer

    ‘Working with the team at Painting Pixels was a very pleasant experience. They are very talented in their trade and helped guide us through the full animated production process. We worked with them from start to finish from the very first draft script, all the way through full animated production and to the final output. They were very flexible with our changes and patient for feedback. They delivered the project to the promised time and budget. We would happily use Painting Pixels again and would also highly recommend them to anyone wishing to showcase any product, service or idea”

    Gabriella

    2D Explainer Animations for Kellen

    We worked with Painting Pixels on a couple of animated videos for one of our clients and were more than happy with the final result! Ali and his team were very easy to deal with, they responded very promptly and always came back with good suggestions and solutions to our issues. I wouldn’t hesitate to use their services again.

    Raquel Ponte Costa
    Senior Association Manager / Kellen

    Fun 2D Animation for J and L Recruitment

    I am really delighted to have discovered Painting Pixels. I did ponder as to what service I could expect having noted that your company seemed to be the only one offering such services within the Ipswich area. I cannot advise enough on how pleased and impressed I was with the service and end-product of which you provided. You have created a stunning, fun and engaging animation for us to throw out on the internet to help promote our services, and allowing us to engage better with our desired market and proving our understanding into the industry we work. Your creative thinking inside and outside the box has taken a subject matter that isn’t really associated with Jun and colour, to something that is interesting and exciting to watch and learn about. Based on how this animation has turned out, we will be creating more additional detailed animations based on particular segments and will definitely be using Painting Pixels again. I’m really happy with the result and would recommend using Painting Pixels for everything creative!

    James
    J and L Recruitment

    Website Design

    Working with Painting Pixels was a fantastic and stress-free process. I had a very tight budget but they still managed to create an amazing looking website for me. It has all the features that I want and is easy to manage and update. They were very clear with everything they were doing and gave great advice on making the website function as intended going forward. I still contact them if I get stuck when updating my website and they are always friendly and helpful.

    Maria

    Website and Video Production

    It’s wonderful working with Painting Pixels and watching my projects come to life. They have worked side by side with us over many years and produced many design assets including, high-quality information leaflets, responsive website and many video productions, which our patients find very helpful. They are good listeners and have a very professional service. We will continue to use them for all future projects.

    Kornel

    Bespoke 3D Logo Design

    I needed a logo created for my new company. I didn’t want just any old bog standard 2D logo from your everyday graphic designers. I needed a premium 3D logo, which had great detail and depth. I contacted Painting Pixels as I could tell they are experts in 3D. It was coming to the Christmas break and wanted to get the logo complete. They managed to fit my logo in to their schedule and even came back into the studio on Christmas eve to make some final adjustments. They created a fantastic looking 3D logo, which I can now use everywhere and it has the potential to be animated in the future. They went above and beyond and I’m extremely happy with the service and final product.

    Nick
    Director / UV8

    3D Animation for Video Production

    We’ve been working with Painting Pixels for many years now and they are our go to place for all things design and animation. We use them all the time for their expertise in 3D animation and motion graphics. If you need any kind of high quality design and animation give Painting Pixels a call; we did and never looked back.

    Tom
    Director / Summer isle

    3D Stereoscopic Animation

    Wow what a find Panting Pixels where! They helped us put on the World’s Biggest Panto; with eye popping 3D Stereoscopic graphics. They were an exciting and creative bunch to work with and went above and beyond to deliver us additional content at the highest quality. The show was a success and we will be using them for all future shows.

    Jon

    Full Branding Package and Responsive Website

    Painting Pixels developed our full branding package, which consisted of a new bespoke logo, responsive website and everything else in between including, letterheads, compliment slips, business cards and advertising leaflets. The designs where fresh and modern and gave us the appeal that we were going for. They listened to our requirements and delivered a high quality end product. We would recommend every time.

    Ben

    3D Explainer Animation for Trade Show

    Fantastic service and communication! We wanted to exhibit our SEO services at a large internet convention. However due to our line of work, we didn’t have many images or graphics, which would help attract attention from the passerby. We wanted a way to demonstrate our services which mainly deals with statistics, web rankings and PPC and wanted a way to show off these services in a more visual manner. We heard about the quality work that Painting Pixels does so gave them a call. They came to our studio and brainstormed some great ideas with us. They created a fantastic 3d mascot and a whole new world and a completely new way of presenting a data driven service. We are delighted with the end result and we are also very much impressed with the level of communication that we received throughout the entire process. This is a completely different style of marketing for us; but because of the high level of communication and service; we felt very well looked after. We would highly recommend.

    Ben
    SEO Positive

    3D Animations for my clients

    I have referred a number of clients to Painting Pixels and they have always delivered great work, on time and within budget. It is refreshing to have such a good team on hand to help those clients who need 3D animations as part of their marketing or promotional campaigns.

    Simone

    Bespoke Website Splash Design

    Brilliant work under a tight deadline! I am very happy with the work done by Painting Pixels. I needed to have a web presence immediately as I would have an article which was to be published and released the following day. It was late in the evening and I really needed to have a website so that people could find my contact details online. I called Painting Pixels and they promised to put up a splash page which would contain all the necessary contact details. After a quick meeting they created a splash page which was ready for me in a matter of hours. The Splash page looked great and was online straight away. I am very happy with how they helped out in this very tight deadline and delivered what I needed with great speed, efficiency and service.

    Jonathan
    Director / Fine Forests

    Logo Design for FBS

    Would Recommend Every time! I wanted a fantastic looking set logos which would both be corporate and not too corporate at the same time. Also I needed the logos to help bring all the different business services together but still make them look like they are full professional separate services but under the same company for better service and convenience. Painting pixels created a unique set of logos which looked professional and separated the business service cleverly by using different colours and a graphic feature. I am very happy with the result and out of the box thinking and would recommend them every time.

    Jamie Finch

    Interactive Real-time Car App

    Fantastic Technology and Vision! We are a company which uses that latest in modern technology and design to create our extraordinary super cars. We needed a way to demonstrate particular features and to demonstrate also how specific features like the unique door system would open. Originally we were going to go for a standard 3D animation as we did not know about the 4d technology. We searched around for many different 3d design companies and Painting Pixels quality of work caught our eye. After a detailed meeting we were delighted to learn that they can offer exactly what we actually wanted which was indeed 4D animation. They created an Application for us which allowed us to rotate our new super car with the mouse which meant that we could precisely see how the car looks from every angle. Also the 4D allows us to zoom in and see how the more intricate design features worked. We are delight to have met with Painting Pixels as they had the vision to see beyond what we asked for and offered us a better solution to our problem and so gave us exactly what we wanted. This was a fantastic use of technology and Painting Pixels did a fantastic job.

    Weasley
    Director / Draco

    Online Advert Design

    Fantastic turnaround times! We needed a handful of online advertising banners at various pixel resolutions and needed them to be done quick. After a quick phone call; Painting Pixels created many different and original designs for us. The whole process was very fast; to my delight. So very happy with the all the designs, speed and service.

    UK Toys and Games

    Bespoke, Interactive Website

    Thanks for your continued Support! We have been working with Painting Pixels for many years now. We first came in contact with them when we needed to update our website. They created a hand crafted bespoke website for us and the unique look and design appealed well to our services and worked well with the head office guidelines. We did not have a large budget however Painting Pixels offered us this full and bespoke site at discounted rate as a charitable gesture. We are delighted with the website and appreciate the great value. Painting Pixels continues to support us and maintains the domain and also hosts the website free of charge. Good honest company, we would definitely recommend them.

    Sam

    Monitor My Baby Website Re-design

    Great Design work! We needed to have our e-commerce website redesigned. We didn’t want to use a common web development company as they tend to have a specific design style. So after a quick search we found Painting Pixels. Their work and range of skills looked very impressive. They created a very attractive design template that wrapped to the design structure of our site. The design appealed well to our customer base and looks bright, clean and colourful. It is both attractive and easy to navigate and so our website continues to function fantastically but also looks good. The re- design was created very quick and the whole integration and service as a whole was very efficient and so I am very pleased with how the project turned out. We will be using them again.

    Monitor My Baby
    UK Distributions

    Logo Re-creation – Intra natura

    Quality and great value for money! We wanted to have our logo recreated in hi-resolution, having looked at painting pixels website they looked like they had the right skills to deliver the logo with great quality and speed. We were not left disappointed. They done a great job in matching accurately to the original fonts and recreated the logo perfectly. If any new projects come up we will use them again.

    Nick
    Director / Intra Natura

    Illustration of Concept Data in a Beautiful Way

    Brilliant! I needed to demonstrate a concept that I had to add to my book. I created a rough black and white hand drawn sketch but needed it to be created in to a professional illustration. Painting Pixels understood the concept clearly and produced a fine illustration, which perfectly demonstrates my concept. It’s a complicated concept and so I am delighted that they understood it so well and recreated it with fantastic quality, brilliant.

    Taghreed

    Bespoke Website Design

    Complete Dedication! We needed a new website for our Ipswich market and so approached Painting Pixels. We had seen their previous work and were very impressed. We did not have the biggest of budgets and so were unsure of the quality of website that we would get. Painting Pixels were very friendly and assured us that they would give us nothing less than a quality site and they were right. The website that we got is way better than we thought. The way it both looks and functions is perfect. We were constantly updated with the progress and knew that they were completely dedicated to producing a site that we would love. I would recommend them every time.

    Wayne

    More Industrial Explainer Animation

    Superb Demonstration Animation! Industrial cleaning is never going to be the most exciting subject but with a minimal number of drawings and technical information Painting Pixels have helped us to explain our cleaning technologies via animation to clients from across the world including companies like Shell, BP and ExxonMobil. Painting Pixels were able to ‘get inside our heads’ , take our ideas and produce very high quality animations. Their customer service and communication were also great. Would highly recommend and happy to provide references.

    Managing Director / Tube Tech International

    3D Furnace animation

    Quality 3D Design service! The animation is great we love the detail in all the 3d assets. It really clearly helps us to demonstrate our industrial cleaning process. The quality of the animation is really good and complimented by a brilliant service. It’s obvious that you have given 110% It’s amazing how effectively you can work with minimal  drawings and technical information. Again a great quality piece of work and great service, we will be using you again.

    AIF Poster Design

    Thanks for helping us out! We really appreciate your help in taking on the design work for this campaign. We love the design and have had great compliments from everyone who has seen it. It’s really eye catching and people are taking notice of the campaign. Thanks again for helping us out.

    Ahad

    Logo Design – Your First Motor

    First Class Job! We needed a cool new logo but didn’t really know what we wanted. We looked around at many different design companies and their portfolio and range of work was very uninspired. We came across Painting Pixels and loved their work and range of design disciplines. We did not give them a design brief but instead just explained what the company does, the whole process was very quick and hassle free. They came up with this eye catching and memorable logo which we love. We are very happy with the speed and quality and would highly recommend.

    Jamie

    3D Dredging animation

    Way better than we had imagined! We needed a 3D animation which would clearly demonstrate a unique dredging process and wanted to showcase this at an exhibition. We called Painting Pixels to help make our animation. We did not at first realise that their offices were based three hours drive away, however we had no problems with dealing with a company that was not local to us. They were very flexible in meeting our requirements and clear in their approach. They constantly updated us on every stage of the process and the end product was way better than we had imagined. We had many comments at the exhibition regarding the quality of the animation and so we are very happy to have worked with Painting Pixels and will most definitely be using them again.

    Jayne
    Land and Water

    3D Industrial Animation

    With a very tight budget Painting Pixels were able to produce a top quality 3D animation in a short timeframe. Very pleased with the outcome and the interaction with Painting Pixels personnel. Will return to them without hesitation for our next project.

    Marketing Manager / Tube Tech International

    3D Paediatric Animation

    They gave more than expected! I have to say, I am very pleased with the outcome of this project. I’m no expert in the field of 3D animation but I knew that the budget that I had for this project was not very big. However Painting Pixels were very kind to take on the project and I am so impressed and absolutely blown away by the quality and effort that they have put in. I will be using them again and recommend them to everyone.

    Mike
    Director