The language of colour
Colour not only makes people feel warm or cold, heavy or light, near or far, bright or dark; it also stirs many associations.
Warm colours: red, orange, yellow and other red-family colours give a feeling of warmth. Warm colours are also called “exciting colours”, able to stir people’s emotions.
Cool colours: blue, cyan, teal and other blue-family colours give a feeling of coldness. Cool colours are called “calming colours”, able to steady the emotions.
Neutral colours: colours that are neither warm nor cool; green and purple, sitting between the warm and cool families on the colour wheel, are neutral colours.
The properties of colour
Colour is a marvellous thing. Through hue, purity, tone and contrast it expresses emotion and association, influences psychological and physiological reactions, and even shapes people’s objective understanding and views of things.
Hue: the appearance of a colour such as red, green or blue. Remembering the arrangement of colours on the colour wheel helps colour matching.
Brightness: how light or dark a colour is; the higher the brightness, the whiter the colour, and vice versa.
Purity, also called saturation: how vivid a colour is; the higher the purity, the more vivid the colour, and the lower, the muddier.
Want to talk through what you just read?
We work end to end, from product design to launch. Tell us about your scenario and we can start there.
Shenzhen XZS Technology Co., Ltd. · Tel 0755-82494862 · 13760424861