“I want something that stands out. Something flashy.”As a designer working with clients, I have heard this request countless of times. Clients want to stand out and have the correct attention given to their product(s).
Many times, a client has an idea of what they want their colors to be, however, the message can sometimes be mixed. The message they want to present can even be totally undermined if the right colors aren’t utilized correctly.
Let us take a step back for a minute. I would like to present an idea that may make you think back to the mid-90’s for some amazing web design and marketing ideas that were completely wrong!
Holy Ugly Websites Batman!
Above, Vincent Flanders illustrates why the Assoication of International Glaucoma Societies (AIGS) website sucks. I can’t disagree. The color scheme, web design and music choices are horrible. I would like to add in a couple more things about the use of color.
What the Color is Saying
Since the video was originally posted, the AIGS has revamped their website and seems to have changed its naming to the World Glaucoma Association. Their site looks better, however, there are still issues that could be addressed. Here are some of my thoughts:
- Blue, Red and Yellow – this color scheme doesn’t ease the eye in to finding out more information.
- Red is one of the hardest colors to work with when overlaying text.
- Too much dark blue makes viewers feel a bit blue. Professionally speaking, I would suggest using a much cooler and lighter blue in this example.
What the Colors Mean
Color theory really has a large part in how a viewer will interpret your information. Continuing with the AIGS example above, I would like to present what the typical viewer may feel from AIGS’s current color scheme.
Yellow
Yellow is the color of the sun. We see it when the sun is out. As children we would use yellow to represent the sun in coloring, drawing and painting. This color makes us happy when bright.
However, yellow can also make us caution of certain activities as well. Think of a road sign. Yellow tells us to watch out for dangerous curves ahead. Better yet, it tells us to speed up to get through that pesky light before it turns red! Pst, don’t actually do that. Yellow lights are supposed to let us know to slow down for the red light.
As one may see, using yellow needs to heed its cautious nature. Companies should definitely be ready for the adverse effects of what yellow can bring.
Red
Red has a very intense meaning. Its certainly is a color that is not for the faint of heart.
Red is the color of passion, danger and anger. As in the previous example with yellow, one can look to traffic. Red taillights are on our cars to warn us that the car in front of us is braking and slowing down.
Red tells us to slow down and not to wreck in to the car in front of us. Although, sometimes it doesn’t work if those red lights come on too soon and you’re following a little too close for comfort. Think of how red that driver’s face would be if they are angry that you wrecked in to them.
Blue
Blue is the epitome of cool colors. It calms and lets us trust more. Along with a calming and trusting effect, blue also has a healing and tranquil effect on people. This is particularly true with light blues.
Think of the sky or the ocean. When we see a beautiful blue sky we feel far more at ease than if there are giant dark gray clouds overhead. Water is often associated with blue as well. Water is the most life sustaining substance on earth. Every animal needs it to survive.
As one can see, is a very powerful color. It is engrained in our culture as a very influential color.
What Story Do These Colors Tell
So, as we have 3 very different colors, one can see that this is a tricky situation. The message can easily confuse people who are looking at the site and are wondering what AIGS is trying to say.
My take on the color scheme is this; aside form being Superman’s colors, which I somewhat dig for a super hero…
The blue AIGS has implemented wants to represent knowledge and integrity. The red screams warning. The yellow suggests caution. Now, this would be a good message because companies want establish their knowledge and integrity to people, however the warning and caution I felt from the bold red and yellow takes away from the blue and makes it feel a bit depressing.
Some Suggestions in Color Scheme
Colors should be limited to one or two colors to communicate a particular message. As I illustrate above, too many colors creates mixed messages. Don’t confuse your audience.
AIGS would be better served with a full redesign with their colors. I would suggest using either a one or two color design. By using one or two colors, they will limit the confusion they may be communicating to their readers.
I would professionally suggest a two color design. Why should the AIGS choose for a two color design? Easy, they need to calm their message. I would suggest a blue and gray color scheme. This is important because unlike having the message they currently have of ‘WARNING, CAUTION, but Trust Us’; they could have a message that represents what I can only imagine they would want of raising awareness, giving their readers as much information as possible about Glaucoma and connecting people across barriers.
In Conclusion
As I have mentioned throughout this article, colors play a very important role in branding. On top of quality design, companies really need to pay attention to the psychology of the colors being used. Every detail is important in the process of any startup, redesign or rebrand.
As I typically like to end my posts in either humor or something to remember the article for, enjoy this classic by AC/DC…Back in Black.
