500 words on the use of
colour in graphic design, research and images – evaluation of the colour
group/harmonies/contrasts
Some argue that use of colour in graphic design is becoming
a trend, and that designers are starting to use reoccurring colours in their
works because it happens to be ‘in’ or fashionable. It can be argued that
the pedestrian nature of using colour in this way produces work that lacks
originality and creativity. This would be due to influence from media outlets that are
resultant of technology and culture. It is a gradual process, which begins to
stimulate a popular aesthetic.
In 2016 we saw vibrant hues to be popular picks in the
graphic design industry, which is fitting with the 80s and 90s trends that have
also come back. The pallet includes bright pastels, neon’s and richer, saturated colours. This
is demonstrated nicely in Pantone’s Spring 2016 Colour Report.
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| In the Pool designed poster. |
Paris-based studio ‘In
the Pool’, designed this poster, which again exemplifies this colour trend. Its
use of neon-like green and a more rusty yellow, ties in with this vibrant
vintage trend in colour.
On the other hand however, we can see this response to
fashionable trends in graphic design as a reaction to the consumer market, and therefore what things are attracting people. As a result, this could be utilised in an effective
way for a particular produce.
Moreover, the use of colour in design and visual communication
is vital to its success. Colour harmonies set a tone and character for the
visual output of a piece, and thus are put in place for the viewer’s comfort.
Colours set a mood that can determine the qualities of a
design. Anything from attracting attention or making a statement, colour
selection is imperative for the success of the message being portrayed. For
example, the use of warm colours, such as oranges and reds, crate an energetic
and vivid scene, whilst cool colours like blues and some greens are considered soothing
and calm. At the same time, if one wanted to incorporate neutral colours that
lack emotive responses, white, grey and black are considered to have this
quality of neutrality.
The selection of the right colour scheme could create the
right ambiance, such as of sophistication and warmth, or contrastingly that of
playfulness and colloquialism. Using colour successfully will establish the
validity and authority of any design piece. It can be the most powerful design
element when used right.
Different techniques have been established for particular
purposes when considering colour. When taking examples we begin to see how a
designer’s selection influences the purpose of a piece.
Some examples include;
- Complimentary colours, which are useful when you want
something to stand out
- Analogue colour schemes, which are often related to nature,
and found to be harmonious to the eye
- Triadic schemes, which produce vibrancy
Thus, a concluding argument would acknowledge the uses of
outlets like Pantone, which produce this universal accessibility to colour for
designers worldwide, drawing connections and allowing for these ‘trends’ to
exist in the first place. As such, whilst we can view these trends as
disrupting originality, conversely, we can also recognise them as informing
development in design, as designers become inspired from others on an
international scale.
