Unit 5: Colour in Context
Generally, monochromatic colour schemes are referring to a minimalistic scale that is achieved from a mix of white and black. Since there is no dramatic shift in hue, the composition looks more uniform and easy on the eyes.
UPS made the right choice of adopting this principle so that the letter pops out from a distance.The contrast and the highlights that monochromatic colour presents make the brand image more professional. Also, the choice of umber and yellow evoke a sense of long history and loyalty to the company.
Analogous colour scheme talks about a set of three to six colour combinations of hues that are next to each other along the colour wheel. Since the colours blends well, analogous creates a similiar degree of harmony just like monochromatic colour scheme.
The colours provided in the example logo, there is subtle harmonious sense added to the logo which, to me, is not intriguing because the colours dissolve into each other and create less dynamic and delicate harmony.
Two colours that complement each other are placed right across from each other on the colour wheel. On the colour wheel, primary colours seem to be always matched with secondary colours to create a complementary scheme; however, red-orange and blue-green can also be complementary and make a lively sensation.
By choosing such energetic colour like red, Canadian Tire simultaneously activates synergy to the brand with a pride and vitatlity driven from symbolism in the logo. Our association to the symbol of a country’s flag in the logo provokes patriotism, which can be found effective to target consumer behaviours. I found it interesting that sometimes I will recognize the leaf in red and think about the company first because of a frequent exposure of the logo in the media.
Split complementary is simple to understand: it consists of a key hue and the colours on either side of the key hue’s compliment. When these three colours are connected on the colour wheel, it creates a triangle shape, which helped me to figure out visually.
As for the logo I picked as an example, this shares characteristics of an analogous scheme. The point of view may shift when red is pointed out as the key hue and begin branching out to find its complementary, green. This logo evokes a sense of warmth from the shape of a candle flame that grows gradually to provide friendliness of the organization.
Triadic provides the most strong visual contrast of all colour theory device due to a usage of three colours that are equally spaced out on the colour wheel. Harmony’s being established, and the weight of components are well-balanced to make the composition more stable and thoughtful.
Logo on the right obtains a visual scale that is flat-there is no significant difference in all component’s hierarchy level. In fact, the logo seems a little quiet and it does not stand out, which can be ideal for a academic centres such as Sylvan Learning Centre to express solemnity and moderation.
Discord is a opposite vocabulary of monochromatic or analogous colour schemes that provide harmony. The rules are created to be broken by Discord, it creates odd occurrence in the eyes and brain farts while balancing out the competing colours.
Maybe it is the yellow of the brand signature colour scheme- Booster Juice knows how to catch the eyes of the public within a second. Colour discord fires up as a visual stimulant to create excitement and surprises. Although majority of us were taught that yellow and purple are complementary, Booster Juice’s choice of purple is not accurate enough to be called as that. Instead this becomes a part of a surprise what makes the composition discord.
