Wednesday, February 20, 2008


Familiarity with color psychology, use and theory helps achieve a total color effect. Shaffer Design Works retains experts on the subject of color theory and specification. The psychological effects of color on people has always been a heavily debated subject, color is no different than any other subjective subject. I have outlined a some basic color reference tips below:

Light and Cool Colors Recede
Light and cool colors can make a space seem bigger.

Dark and Warm Colors Advance
Dark and warm colors can be used in large rooms to keep the space from feeling vast.

Bold, Primary Colors = Speed
Appropriate for encouraging fast food turnover and children's areas.

Subtle Colors are Restful
Pastels can make a room feel bigger and often have a calming, peaceful effect.

Color Can Convey a Theme or Style
Green for nature, pastels for Post – Modernism, red, black & white or gray & pink combinations for a 1950's look.

Colors Should Relate to Climate
Warm colors feel right in colder climates cool colors feel right in warmer climates.

Consider the feelings colors can convey and what colors can do and say

Think about the feelings colors convey and what colors can do and say.

Red suggests aggression, hostility, heat, stop, error, warning, danger, error, fire, lushness and passion. Red & black is a classic combination. Some say red enhances the appetite.

Associated with nature the pastoral and general well-being. Green also suggests envy and jealousy. Green should not be overused. Too much can affect skin tones and the appearance of some foods.

Yellow suggests the sun, expansiveness, happiness and high spirits. Yellow commands attention and suggests caution. It can be used successfully as a highlight color.

Blue suggests the peaceful, the sad and water. Blue is often associated with the male.

Blue is a cool color and can visually expand a room. It does not compliment most foods. Blue goes well with warm colors and materials.

Black can have negative sociological connotations like evil, mourning, ghostly, night, death and fear. However, black can be very stylish and and modern. Black works well as an accent with other colors.

White suggests the virginal, the innocent, the cold and the clean.

White walls can encourage turnover and are in keeping with the bright, clean atmosphere of a fast food environment. Too much white can contribute to glare.

Dark browns suggest masculinity, lighter browns warmth and femininity. A neutral background allows for flexibility.

When developing marketing materials, Websites, and/or just picking a new color for the walls in your living room take the above guidelines into consideration. Remember the subject of color can be very subjective. For questions about color selection or just how to achieve a better color advantage over your customers contact Cleveland creative services firm Shaffer Design Works at:

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