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intellectsoft

Published: July 16, 2019

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Tags: #Logos & Branding, #Website (B2B)

Dominant Color Group: Neutral (84%)

Neutral colors: black, white, grey, brown

Temperature: Equally Warm and Cool

Cool colors are violet-red, violet, blue-violet, blue, blue-green, green

Warm colors are yellow-green, yellow, orange-yellow, orange, red-orange, red

Color Schemes

Complimentary

If you've picked a dominant color and you're looking to create contrast, pick a color directly across the wheel for a complementary scheme. The two colors will intensify each other for a lively, vibrant scheme.

Analogous

A group of three colors that are next to each other on the color wheel, sharing a common color, with one being the dominant color, which tends to be a primary or secondary color, and a tertiary. Also called Dominance Harmony.

Color Psychology

Black Psychology

Positive: protection and comfort, strong, contained, formal, sophisticated, seductive, mysterious, endings and beginnings

Negative: aloof, depressing and pessimistic, secretive and withholding, conservative and serious, power & control, sadness, negativity

Black was the overall favorite color for clothing, mainly chosen by females (40%) in one study. source

Fashion - Black is often used in fashion because of its slimming quality.

Marketing - In brand identity black is associated with being bold, formal, mysterious, or strong. Famous brands that implement black in their logos and marketing are Blackberry, Tiffany & Co., Apple, Disney, Nike, Gillette, Adidas, Sony, Ralph Lauren, and MTV. Besides being sleek, black is versatile and can be combined with any other color.

Eastern: wealth, health, boys, mystery, evil

In ancient Egypt, black represented life and rebirth

Grey Psychology

Positive: reliable, conservative, dignified, neutral, impartial, professional, mature, intelligent, classic, solid, stable, calming, subdued, reserved, elegant, formal and dependable

Negative: indecisive, non-emotional, indifferent, boring, sad, depressed, lifeless, lonely, isolated

Brown Psychology

Positive: down-to-earth, wholesome, practical, approachable, friendly, stable, structured, supportive, comforting, reliable, protective, strength, quietly confident, sensual, sensitive, warm, reassured, honest, sincere, quality

Negative: dull, boring, frugal, materialistic, lack of humor, lack of sophistication, predictable, cheap and stingy

Eastern: earth, mourning

White Psychology

Positive: innocence, purity, cleanliness, equality, complete and whole, simplicity, immaculate and neat, self-sufficient, pristine and open, new beginnings
Negative: sterile, stark, fastidious, empty, isolated, cautious, plain, distant, unimaginative, critical, boring

Participants in one study preferred white building interiors and, for moods, they also preferred white for being quiet or being able to focus. source

Eastern: death, mourning, funerals, sadness, purity, age, misfortune
Middle East: purity, mourning

Yellow Green Psychology

A tertiary color created by the combination of yellow and green.

If your color is more yellow

Positive: optimism, cheerfulness, enthusiasm, fun, good-humored, confidence, originality, creativity, challenging, academic and analytical, wisdom and logic

Negative: being critical and judgmental, being overly analytical, being impatient and impulsive, being egotistical, pessimistic, an inferiority complex, spiteful, cowardly, deceitful, non-emotional and lacking compassion

If your color is more green

Positive: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable, encourages 'social joining' of clubs and other groups, a need to belong.

Negative: being possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, inexperienced, a hypochondriac and a do-gooder.

Studies suggest that green labels increase perceived healthfulness, especially among consumers who place high importance on healthy eating. Source

Golden Ratio

The Golden Ratio, or Fibonacci Sequence, describes the perfectly symmetrical relationship between two proportions. Although not always used consciously in design, our brain subconsciously perceives structures following this formula as more intuitive or more attractive.

intellectsoft | Golden Ratio
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