Just as typography is a very important element when it comes to transmitting a certain brand image, we must not forget that colour and the use we make of it will have an even greater influence when it comes to creating emotions and feelings in the viewer.
Did you know that there are studies that show that between 60 and 80% of the decisions we make when buying a product or choosing a brand are determined by colour?
This means that a single colour can have the power to get us to buy a product or not. Incredible, isn’t it? This is why, when we talk about business, creating a logo for our company or designing a product, for example, if we are able to choose the ideal colour properly, we can save time and effort. Not to mention that it will probably be much easier to achieve our goals and objectives.
Let’s see below the great psychological power that colours have in both cinema and advertising.
THE IMPORTANCE OF COLOUR IN ADVERTISING
As we know, advertising does not sell directly, but creates stimuli with the intention that the public perceives it in one way or another to reach the product or service effectively.
Many brands, when they have created the logo of their company, or the packaging of their product, have stopped for a few seconds to think about what they want to transmit with them to choose the right colour. As a rule, colours are related to certain elements and emotions. Let’s see:
- PRIMARY COLORS: Red, yellow and blue
RED: It is used a lot in advertising to attract the attention of the public. It is associated with energy, as it is recognized as a stimulant. It is predominantly used in the food and beverage sector. It is also associated with courage, bravery, love…
YELLOW: This is the colour located in the centre of the colour wheel. Its main characteristic is its luminosity. That is why it is associated with optimism, joy, happiness… However, you must be careful not to use it too much, because although it can attract attention, just like red, it can also be disturbing if applied too much. It is not recommended for use in luxury products.
BLUE: In advertising it is used a lot to give a feeling of stability, responsibility and confidence. It is predominant in the cleaning sector or in those products related to air and water.
- SECONDARY COLOURS: Green, orange and violet
GREEN: Widely used in the health and environmental sector. It evokes renewal, growth, nature…
ORANGE: Like red, it is also associated with energy. That is why it is used a lot to relate it to sport, vitamins… Besides being linked to optimism and used to address young people.
VIOLET: Power, creativity, wisdom, luxury… When placed between red and blue, it keeps characteristics of both. In advertising it is usually found in many logos related to education and luxury products.
EA wide variety of colours are available. Each one conveys different emotions, although we can find some similarities between them. Moreover, as you can see in the previous image, we find a great variety of colours if we put them together [primary (P), and secondary (S), which would give rise to intermediate colours].
AND IN THE CINEMA
In the cinema it is essential to transmit sensations. That is why, depending on whether we combine them or not and how we do it, they will evoke one thing or another, whether we are conscious or unconscious of it.
To understand colour in this art, it is important that we take into account the three parameters that make it up: the hue (the colour itself) the saturation (its purity or vividness) and the illumination (its lightness or darkness). Depending on how we play with these, we will be able to create different tonalities and, at the same time, we will transmit different psychological reactions. Moreover, if we combine them, we will obtain specific colour palettes.
In the audiovisual world, the director, together with the director of photography, the production design and artistic direction teams, carefully select the ideal colour palette according to the scene. This determines the tone to be used when creating the visual atmosphere, which will be in charge of transmitting different emotions and experiences to the viewer.
Do you know the best ways to combine colours? Let’s read on to see how the colour wheel works!
- Monochromatic colour: All colours in one shade.
- Adjacent/analogue colours: Those close to each other on the colour wheel. When these are used, harmony and balance are created..
- Complementary : The opposites of each other. They create dynamic contrasts..
Do you want to know a curious fact? There are two complementary colours that are used a lot in the cinema. Orange and blue. Why? It is said that as orange is a colour that is very present in skin colour, this makes the actors stand out more on blue backgrounds (a colour that is very present in the sky, the sea…). Other opposite colours that are widely used are yellow and purple or red and green (e.g. Amelie). (Ej: Amelie).
- Triads of colour: They are 3 colours equidistant between them in the colour wheel. They are used a lot in superheroesand animation. . One colour is usually used as the main colour and two as secondary colours.
It’s amazing how colour influences and is used in film and advertising, don’t you think? I’m sure that more than one, while reading, was aassociating colours to brands and logos. Now that you know this data, it is very likely that you will try to analyse the data of products, logos and films.
Well Kutukers, and so far today’s post, we hope you had as much fun reading it as we did creating it. See you next week!