by Tim Parli

In our previous newsletter, Kelly discussed how the use of color in your company image is just as important as the actual image itself. She explained that this is primarily due to the fact that color plays a large role in memory retrieval for consumers. In this article, we will look at color and other elements of design and how they pertain to the emotional aspect of consumers.

Certain colors can stimulate, excite, depress, tranquilize, increase appetite or create feelings of warmth or coolness. Colors act upon the body as well as the mind. Red has actually been shown to stimulate the senses and raise the blood pressure, while blue has shown to have the opposite effect and even calms the mind. People will actually gamble more often and make riskier bets while they are sitting under a red light as opposed to a blue light. This is evident when one observes the use of color and light in Las Vegas, for instance. Colors also have different effects when placed next to their complementary colors, as well as when placed on different backgrounds. The principles of color are just one aspect that needs to be taken into account when designing a graphic element for a company. One must also take into account the linear components (lines) of graphic design.

The use of lines doesn't seem to be too thought provoking when it comes to design, but this simple element can often evoke as much emotion as the use of color. Different types of lines, styles of lines, line weights, etc can all effect the emotion of the viewer. Consider what first comes to mind when you think of a horizontal line. Now, what comes to mind when you think of a zigzag line. One evokes a restful stable feeling while the other evokes motion. Dotted lines, solid lines, or even the suggestion of a line can each cause a different type of emotional expectation. The emotional attributes of graphic elements don't stop at color and lines, but even include shape and form.

Using shapes and form can add movement and balance to the space of the design. Form and shape imply space, so even the areas within and around these items need to be taken into account in order to have a proper balance throughout the design. Shapes must contribute to the design and not detract from the message that you are trying to send to your customers. By adding shapes somewhat flippantly, you will actually lead the viewer’s eye away, rather than focusing their attention on what you are trying to depict or the mood that you are trying to create. Whether your design is a tangible item (business cards, brochure) or intangible (like a website), you may want to also take texture into account.

Texture is a nice effect but must be used so that it doesn't interfere with the readability of text. When texture is used, it needs to support the concept of the design and enhance the mood that you want to portray. Don't simply use texture for decoration or because it looks cool. The physical touch of a textured item also evokes different types of emotional feelings, so be aware of this when combining different textures on a tangible item.

Always be aware of your target market because, even though most of the elements of design are universal, other elements are cultural. Being in such a diverse culture, we need to be aware of the different cultures around us without being stereotypical. Keep in mind the correct use of colors, lines, shapes and textures on your logo as well as on all of your marketing materials. Identical or very similar design elements need to remain consistent for all of your marketing whether it is a newspaper ad, brochures, business cards, signage or a website.

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