Evaluation of colour

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.

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.