A visual identity is all of the visuals that make up a company’s brand. So to accurately certain exactly what a visual identity is… We first have to understand a brand.
A brand
encompasses everything. That can affect how people perceive a company.
So
everything from their logo design to their audio jingles, to their
spokespeople, their CEO with the crazy wacky hair and attitude everything.
Now a visual identity only concerns itself with the visuals that make up a brand.
So this
includes everything from the use of colors to the logo design to the website
design to the print and stationery design etc.
Now a logo design is a part of a brand and it falls under the visual identity. And it’s
the visual identity represented in a most basic and simple form.
So when
you’re presenting a client with a full visual identity you’re not just
designing a logo, You’re providing them with all the visual aesthetic. That they
can use as a company.
we’re going to focus on the use of color in the relation to a
visual identity. The use of color in design goes far beyond just choosing.
What looks
good together aside from this we must also consider the object of the brand and
color Psychology.
Understanding
color psychology is absolutely crucial as an identity designer. Each color can
elicit and certain emotional response and certain colors used together can
entirely change those responses so let’s take a look at the colors in which.
Understanding color psychology is absolutely crucial as an identity designer. Each color can elicit and certain emotional response and certain colors used together can entirely change those responses so let’s take a look at the colors in which.
NB: COLOR ELICITS EMOTIONAL RESPONSES
We’re familiar with what they typically represent for a brand_
BLACK
(Prestige, Power, Authority, and even fear or Uncertainty)
Black is devoid of color, therefore, its uses in a brand can be powerful it can be used to represent prestige, power, authority, and even fear or uncertainty.
WHITE
(Positive, Pure, and Safe)
White is positive pre and safe and is regarded as such much more consistently around the world than any other color.
RED
(Passion, Happiness, Violence, and Anger)
Red is the most energetic and passionate color common emotions that can be derived from red can vary it can evoke feelings of passion, happiness, violence anger, etc.
BLUE
(Confident, Intelligent, Stability, Calmness)
Blue typically represents confidence intelligence stability calmness. When we think of blue we think of the sky or the ocean both stable and consistent in calming. We all of course generally associate the color.
YELLOW
(Happiness & Vibrancies or caution and Sickness)
Yellow with happiness and vibrance as the sun is essential to life and makes us feel good but different shades of yellow can be used to represent caution or sickness even.
GREEN
(Nature, Energy, Wealth, Greed)
Green can represent nature and energy as it’s the most prominent color we see in nature. But it can also represent wealth or even greed.
ORANGE
(Joy, Happiness, Positivity, Caution)
Orange is red in yellow combined with red is passion and energy and yellow is vibrance warrants draws on both of these colors to elicit feelings of joy and happiness and positivity.
PINK
(Personable, Friendly, Approachable, childhood, Romance)
Peak is personable friendly and approachable it can be used to convey childhood in some instances or romance in others much like green.
NB: The big Market for a graphic designer that’s name is…1) Pinterest and 2) Instagram.
BROWN
(Nature, Organics, Honesty, Connection, Calmness)
Brown generally brings us back to nature and organics but can also represent honesty connection and calmness.
PURPLE
(Prestige, Power, Luxury)
Purple typically represents prestige power and luxury now.
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