The Colors Duke, The Colors

The Colors Duke, The Colors

by Sylwia Surowiec, March 4, 2014


The benefits of taking risks in your company always outweigh the cons. Especially in a design company. With us, it’s always a cutthroat competition to see who can come up with the next big idea, whose concept stands out more, which technological or aesthetic tweak will still be talked about tomorrow.

In other words, who took the risk?

No one’s expecting a giant leap towards something way out of left field, unless you think your company can handle that sort of thing. It can be something as simple as a design element, say, color, for example? Believe it or not, this one element can change the face of your company when used correctly (or even incorrectly. Any publicity is good publicity, right?)

Take Apple (we can’t talk about color or risk taking without mentioning these tech behemoths.) Remember back in the nineties when they came out with those yummy, jewel toned, plastic see-through color iMacs? (ah, see-through plastic. Yay, nineties trends.) They were the first of their kind. No one else was color coding their desktops like that. These high tech pieces of machinery were transcending from science-y and nerdy to fashionable and trendy. By using color.

Truth be told, these models didn’t sell too extravagantly. But…they got noticed.

Companies like Apple are aware of the significance of color in marketing their product to the people. Heck, even their earliest iPod commercials consisted of nothing more than silhouettes of people jamming to their iTunes to a solid COLOR background.

It can’t be that simple, right? Yes, it can, actually. Wouldn’t you do a double take if a logo you resonated with for years suddenly changed its color? What if the golden arches of McDonald’s were suddenly green? Or the Starbucks logo decided to be purple? You’d notice, wouldn’t you? You’d begin wondering, what’s the reasoning behind it? What’s the occasion? What brought on the change?

So the next time you find yourself altering a color scheme for your next web page, choosing the colors for a new logo, or just toggling the Hue and Saturation bar up and down in Photoshop the way I do just for kicks, it is in fact, quite a big deal. So treat it as such. Color has a huge impact, and you must know which to use for which occasion, and how bold you want to be. (By all means, take risks! You never know where that simple design decision will take you.)

What I’m trying to get at is, you must acknowledge color for its badass tendencies to rock your world. Recognize the rainbow. Respect the rainbow.

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