Colour is more than what meets the eye
Welcome to the exciting world where design meets psychology. As a graphic designer, I've had to think a lot about the implications of colour use. While in my fine arts life I love lots of colour (I’ve rarely met a colour I didn’t like actually), when it comes to design there is a bit more finesse involved.
Colours aren't just pretty visuals, they possess the ability to evoke emotions, shape perceptions, and even influence behaviour. By understanding the psychological effects of colours, you can use them in a way that truly resonates with your readers.
1. Brand Consistency
Strategic companies will already have done research on the significance of colour while creating their logo, identity and brand. This should form the launching pad for the rest of your colour choices in the newsletter. Often you will have secondary and tertiary colour palettes to work with as well. Aligning your newsletter with your brand, including its established colours, you create a visual experience that strengthens your brand identity. Familiarity breeds engagement and loyalty.
2. Establishing a colour palette
When choosing colours for your newsletter, think about the purpose and tone you want to convey. Generally warm colors like red, orange, and yellow attention-grabbing, so keep that I mind for some headlines or call-to-action buttons. Cool colours such as blue and green, on the other hand, invoke a sense of calm, trust, and harmony. But these are generalizations, and there are lots or subtle variations that can work as well.
3. Contextual Relevance
Colours carry different meanings across cultures and industries. What's considered lucky in one place might mean danger in another. Understanding your target audience and their cultural context ensures that the colours you choose align with your desired message. Don't let colour faux pas dampen your impact.
4. Enhancing Readability and Accessibility
When deciding on a headline that will sit over another colour, keep in mind that readability rules. Colours that have a similar intensity may become hard to read, or even irritating to look at. High contrast between background and text ensures legibility, especially for those with visual impairments or color vision deficiencies. Don't leave anyone out—make your message inclusive and impactful.
5. Emotional Impact
Colours has the incredible power to evoke emotions and set the mood in your newsletters. Bright colour can bring urgency and excitement, while blues, greens and softer muted colour can say calm and trust. By skillfully combining colours, you can create the perfect emotional connection, reinforcing your message.
In a nutshell, understanding colour empowers you to create visually captivating newsletters that communicate your message effectively, strengthen your brand, and forge deeper connections with your readers. As a general rule of thumb in the design world, less is often more, bit whatever your formula, colour deserves your respect and attention.
