Color naming aims to be as specific as possible, especially since references to color can convey diverse connotations and standard denotations. The practice becomes even more essential for people who do not see color well -- or at all.
Crayola, for example, selects colors based on a standardized nomenclature found in a book called Color: Universal Language and Dictionary of Names. Although several other color dictionaries, like the Munsell Book of Color, are available, the U.S. Bureau of Standards adopted Color as its standard dictionary.
In this book, pink is not merely pink. There is Peach Blossom, Sea Pink, and Shrimp Pink. Drake, Duckling and Mallard are so close to each other in the Dark Greenish Blue color category, yet they are ever-so-slightly different. The book also includes more than three pages of red, including:
- Vivid Red (Bastard Saffron and Cardinal)
- Strong Red (Carmine and Holly Berry)
- Very Deep Red (Maroon and Brown Red)
- Dark Red (Chocolate Maroon and Pomegranate) and
- Grayish Red (Oakheart and Pigeon's Breast)
Fortunately, you don't have to know the official color names to develop your brand (unless you're a designer), but recognizing the psychology and symbolism of these varying shades and hues matters significantly for marketing.
Color Psychology and Interpretations
Every color you select has positive and negative connotations (emotions). For example, let's look at the symbolism of these seven colors:
- Gold - Known as the color of luxury, gold suggests wealth, value and tradition. It can also convey self-righteousness and materialism.
- Cantaloupe - This light and warm orange shade expresses happiness and health. It is youthful and optimistic, full of hope. On the downside, it can suggest impatience and superficiality.
- Turquoise - As a balanced blend of three colors, turquoise represents creativity, initiative and growth. It symbolizes communication. Use this color for products and services representing "outside the box" thinking, but turquoise can connote irresponsibility.
- Lime - Another happy color because of its intense yellow, lime means personal growth and making dreams come true. Green signals balance and renewal, but it can also indicate jealousy.
- Fuschia - A combination of pink and purple, fuschia is full of passion, confidence and independence. It also represents taking action and having fun. This color sometimes suggests conceit.
- Garnet - Use garnet to suggest energy, good fortune and brand loyalty. And the drawbacks? Because garnet is an intense color, it can sometimes appear overpowering.
- Plum - Although this color is considered old-fashioned, it is also an honorable color with roots in noble families. Plum is regal but also impulsive.
When you've selected your primary color, your next decision will be how you want to use it.
Three Color Schemes to Use in Design
The most common combinations include monochromatic, complementary or analogous schemes.
They can be defined simply, as follows:
- Monochromatic - One color, often appearing as multiple hues and shades of the same color. For example, rendering an image of a boat on the water in shades of blue -- or even magenta -- would be considered monochromatic. This color scheme suggests balance and harmony. Using it in design augments the content without distracting from it.
- Complementary -- Colors situated opposite from each other on the color wheel. Their contrast results in eye-catching designs that pop. Use complementary colors to get attention, especially if you must present a long slide deck in a meeting or point out important details. Be aware that overuse will fatigue the viewer.
- Analogous -- Two or more related colors that appear next to each other on the color wheel, often in sets of three. An analogous color scheme suggests elements for nature, and it's preferred for evoking various emotions, including well-being and comfort.
The image below demonstrates each of the schemes:
Talk to your designer about color selection when creating your website, logo or other marketing materials. They can provide considerable insight into the psychology of color.