During this week we looked at the importance of using colour and brand guidelines in your brand and what they meant. We looked at different purposes of colour in brands and the guidelines needed for a brand to have consistency.

Colour Systems

There are four different colour systems that we use, the purpose of colour systems that are used by scientists and artists are completely different. They all have different purposes and unique uses. Colour systems ensure there is consistency within the brand. There are 4 types of colour systems.

• CMYK- the use of four colours for a printing process. The 4 colours include cyan, magenta, yellow and black, when the colours are mixed they make up black/darker colours
• Patone- Pantone is also used in printing and can be specified for a distinct colour. Similar to the cards you get when you are choosing a colour for paint. This system ensures that there is consistency of brand colour reproduction.
• RGB- This system is a screen and electronic display, where colours are formed using 3 light beams, together they make white.
• RAL-This is used mainly for powder coating varnished plastic colouring, we use this i something is required to be painted in your brand colours like a product or interial walls. The colour uses 6 digit code for web development e.g. #FFFFFF.

Colour wheel

In a traditional colour wheel there is a wide variety of colours to choose from. When choosing a group of colours for a painting a picture, painting walls, website, poster/collage etc there are colour schemes that provide you with colours that work well together. Below are the 4 colour schemes.

monochromaitc- a colour scheme that is comprised of different varieties or shades of one colour, any colour can be used for this scheme. These colours are usually mixed with white, grey and black.

analogous- a colour scheme that uses the colours that are close together or next to each other on the colour wheel. These colours have similarities and have close relationships to one another.

complemetnry- complementary colours are colours that are on opposite sides of the colour wheel, the combination eliminates grey scale and provides the highest contrast of colours.

triad- triad colours are colours that are evenly spaced around the colour wheel, in a triangular shape. The colour wheel is a triadic mixture of pigments with red yellow blue which are the primary triad. All other colours are an equal or unequal mixture of these three colours.

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Colour Psychology

Different emotions. Can be associated with different colours, some obvious some not. Colours have qualities that provide different emotions for people. These colours can be used in brands that are trying to portray a message to their users. They are trying to symbolise a certain value or emotion that is important to the brand. How colour influences different people can be based on age, gender and culture. Bright, warm colours (reds, oranges, yellows) stimulate energy and happiness while cool, subdued colours (blues, greens, purples) are soothing and calming.