From the course: Graphic Design Foundations: Color
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Brand identity and language
From the course: Graphic Design Foundations: Color
Brand identity and language
- Do these colors make you hungry? Hungry for something sweet, perhaps? Do they make you think of chocolate and peanut butter? Color can be so identifiable with a logo or package design that the color alone can conjure an image of the product in your mind and make you want it. Shape, topography, and concept are all equally important in developing brand identity, but color is the fourth leg of this tool, providing not only visual appeal but information that identifies the product and ideally makes you desire it. What is the color on screen actually telling your brain? If we look at the colors, quite literally we are seeing peanut butter and chocolate identified. But what about the orange color? It's a dominant element, so what is it telling us? Peanut butter actually appears more orange than yellow and the interior of this sweet confection is more like peanut butter than a peanut, so why not both colors? I suspect the orange makes us think of warmth and happiness. Although red is also…
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