Colors And Emotions: Indispensable For Design

Colors and emotions: indispensable for design

Human beings always have had the need to communicate, with the passage of time, we were looking for and at the same time using different writing and painting techniques, in order to transmit a specific message. So, as a result of this, the graphic design arose, where we can transmit messages through visual communication, so that this can be possible, an extremely valuable element is used: the color.

This simple, but at the same time powerful word, has given much to talk about year after year, since there are people who come to affirm that colors have some influence at the time of acquiring a product, there are those who claim that there are differentTones that transmit emotions and messages, and there are even those who come to say that colors have great power in our health, actions and thoughts, in addition, that they can provide us with energy.

The first point of view, is the scientist, who tells us that all people have a color that we like the most or one that we use for a longer time, but the color we use when we draw or design something, can "talk" aboutself and work. However, from the psychological aspect, there are some tones that can influence emotions and mental conditions, in addition to colors that can stress or irritate some people, or on the contrary, they can relax them andreassure.

The colors are also used in several psychological treatments, because they are associated with emotions and is one of the ways to predominate in the physical state and in the mental condition of people.

It is worth mentioning that despite the fact that the colors, they cause us emotions, we are transmitted to us messages or values, it is not beyond a visual impression.

One of the main theories, bases that the colors that we manage to perceive in the environment in which we remain, participate in our behavior in an involuntary way, in addition, it is much more likely to be able to impact a large part of our emotions, thus managing to modifyspontaneously what we felt before and our way of acting. 

The contribution of this dissemination article is to make people without any knowledge in the wide field of graphic design, take into account each color and its meaning, to transmit a special message, thus managing to capture the attention of the public to whichmanaged.

The planet does not have any color, in fact, it could be argued that all the color we manage to perceive day by day, it simply does not exist, so it is only a ‘perception’ of us humans. 

It is considered that the color originates from the decomposition of white light, which can cause a luminous source, whether completely natural or artificial. 

In 1704, scientist Isaac Newton said that ‘light itself produces color sensation, as well as such a certain type of movement somewhere in the brain’ (P. 114)

He also discovered that the light broke down in the seven tones that the rainbow has, which never change places and are the following:

1. Red
2. Orange
3. Yellow
4. Green
5. Blue
6. Indigo 
7. Purple.

For a long time, we have heard many statements related to the basic primary tones, but to get to understand better, you have to refresh memory and be aware of what they are.

The primary tones are the beginning of all the other shades that we can appreciate, these are the following: yellow, red and blue, at the same time, something indispensable must be indicated regarding these tones and it is not possible to originate from others, Because they are the fundamental 3. That is, expressed with other words, we cannot integrate other colors to obtain these shades.

It should be noted that these three colors are possible to combine them to create the appointed secondary tones or in the same way known as tertiary tones. Keep in mind that they are formed from the combination of directly two colors. The tertiary tones that we can obtain directly from the primary colors are: green, orange and purple. In the same way, it must be taken into account, that it is also possible to create them from the mixture of a primary and secondary color, in addition, they become the colors that we most contemplate in our day to day, because we see inMost part variations in tones.

These combinations present a wide range of colors and frequently, we can create them depending on the amount of the proportions of the colors that were mixed.

1. Green color: yellow + blue. 
2. Orange color: red + yellow. 
3. Purple color: blue + red. 

The color wheel or chromatic circle

‘The color wheel’ or also known as the famous ‘chromatic circle’, is a graphic representation of colors according to its shades. In this graphic the primary, secondary and tertiary tones are represented, it also facilitates us to identify and generate combinations and colored ranges from its easy visual model.

The chromatic circle is divided into two parts, thus managing to establish the range of cold tones and the range of warm tones.

The first mentioned, range from purple to the green color, going through the entire range of blue colors. Instead, the so -called ‘warm’ tones range from pink tones to yellow tones, through red and orange colors.

Color, dye, nuance or intensity?

Normally, there are words that are confused and usually used thinking what they mean, but it is not so. 

To better understand, here is a brief list of definitions:

1. Tinte/tone: is the color
2. Tone: it is the inclination of a color towards the following. 
3. Matiz: It is the modification of a color with gray or black. 
4. Key color: it is the dominant color in a mixture. 
5. Intensity or chromatism: degree of purity of a color. 
6. Luminosity: It is the amount of light reflected, that is, it is the degree of clarity or darkness of a color.

How do colors relate to graphic design and how they influence society? 

To begin to understand better, you have to remember that graphic design is where different messages can be transmitted through visual communication, so that this can be possible, a powerful element is used: color. 

The colors are of great importance when making some design, because colors can produce different feelings and emotions, which in turn influence the time of choosing or consuming a product or brand. 

Each color can transmit a message, in addition to defining what a brand or company is like, and there are different ways in which we can perceive the colors. 

The poet Johann Wolfgang von Goethe (1810) mentioned in his book Zur Farbenlehre, translated into Spanish as the theory of colors that ‘when coming into contact with a certain color this is immediately synchronized with the human spirit producing an effect on the state in the stateIn mood ‘(P.3).

In the capital of the state of Puebla, the author of this dissemination article, carried out different investigations and questions about what they come to transmit the colors to different people and the following results were reached:

conclusion

Each color can transmit emotions involuntarily, and can even influence the decisions of daily life. Because the colors have a meaning, you have to know when to use them to transmit the message correctly. A bad choice of color range can interfere negatively in the communication of a project or product.

References

1. Of the key, to. (2018). WE ARE VISUAL ARTS I. Mexico: Cromberger.
2. Heller e. (2004). Color psychology. How colors act on feelings and reason. Ed. Gustavo Gili.
3. Wong w. (2006). Principles of color. Gustavo Gili