A Key Part of Art Identity
It’s clear that color is a key factor in all art.
In the design fields, colors and various combinations of them – and even areas lacking color – become even more strategic. And when it comes to establishing one’s identity, along with all the other aspects of creating a brand, how one chooses and uses color is critical.
Over the decades, I have worked with folks who take this task seriously, and with beautiful results. Others have made less than strategic choices, resulting in a visual randomness that didn’t necessarily support their business goals. I’ve seen identity programs turn out to be unattractive, unreadable and un-reproducible in all applications, sometimes due to efforts to be “unique,” or out of simple loyalty to an old, favorite hue.
The most difficult experiences for designers are when clients insist on using color schemes that don’t relate to their product, environment or market, which then leads to poor marketing, visual inconsistency, confusion and complex PR. I recommend people stay strategic, keep the consumer top of mind, and trust the experts.
Something to consider with color is whether one’s selections are right for the long-term. This goes for everything from business identity to packaging to what color one has decided to paint the house. A friend of mine just shared excellent choices for her exterior and front door, reflecting not only the aesthetics she is known for, but also the period of the home, and increased curb appeal (and, therefore, home value).
In art, craft, design, interiors, and all sorts of retail, we are surrounded by inspiring examples of successful uses of color. In grocery stores, observe how package design systems convey their products, how signage leads shoppers to another zone, and even the way that different colors on the shelves draw the eye. At home, look in your cabinets – there are schemes for medical supplies, personal products, foods, home items, and more. Industries like automotive, and institutions like hospitals also have hues we readily associate.
Color can be quite trendy, too. Many artists and designers look forward to annual trend reports from companies like Pantone, and Benjamin Moore Paints. It’s important to sift through these carefully, adopting tones that won’t feel dated in just a year or two. I recall a couple zingers from way back, a particular aqua and a particular mauve, which I simply call “80’s Mall Colors,” that are never to return.
On the flip side, I have a Member’s Only jacket from the same period that is the most exquisite shade of blue-gray. The jacket is of course too retro to wear (so I’m told), but the color is amazing. It’s the perfect pigment for a suit, a house, a car… any of which would stand the test of time.
Keep in mind when evaluating one’s color choices:
- What are my most and least favorites? Why do I react to them the way that I do?
- Are the colors I’m choosing appropriate for my area of business?
- Do my choices have reasonable on-line equivalents?
- Will these colors print well in magazines and newspapers?
- Will these colors translate to a black and white version?
- For how many years do I need this palette to work?
- Have I engaged a professional to help me?
Color is part of identification, recognition and awareness in any marketplace, and great resources are available to each of us as we think about the role colors play in our identity development process, and how well they represent our product or service.
The colors we’re surrounded by are a testament to history, to cultivation of the best of the best in trends, to heavily researched science, as well as to best practices, from mixing to reproduction in the digital age. It’s a cornucopia of hues, and it’s all here for us.