May 3, 2017
Applying Color Theory To Your Custom Logo Stencils
Once you created the perfect logo for your business, you probably thought the work was over until you picked up your custom stencils and realized that you didn't know what colors to use. Since you went through all of the effort to design the logo and have custom logo stencils made, you should take the time to really understand the concept of color theory and how the psychology of color can have a huge impact on your brand.
What is Color Theory?
In a nutshell, color theory explains how the human brain perceives and responds to color. On the surface, that might not sound like much, but it is actually a very nuanced and interesting science. Color theory also helps explain how colors can communicate unconscious messages to consumers and the various ways colors can be mixed and matched.
As a business owner, color theory is something you should take into consideration not only with your logo but with every aspect of your brand, website and storefront.
Almost everyone has seen a color wheel before. There are three main sets of colors, and every shade is created from these palettes.
The first, and most basic, color wheel includes the primary colors of red, yellow and blue. The secondary color wheel mixes each of the three primaries to create orange, green and purple. The final, most complex color wheel includes the tertiary colors, which are what happen when you mix a primary and secondary color together. These colors include blue-green, red-orange and red-violet.
Now that you understand the basics of mixing colors, the next step is to understand how colors can work together.
Working in Harmony
When you think "harmony," you probably think of music. Color harmony is a similar concept that involves creating a visually pleasing arrangement of hues in order to attract the eye of your target audience.
The idea of color harmony is not as straightforward as only mixing colors that "go together," though. The brain is picky about visual stimuli: Something that matches too much is dismissed as boring while something with too many colors repels the eye and it labeled too erratic. When choosing a color scheme, it's important to achieve the right balance.
This can quickly get overwhelming, as there are dozens of ways to create harmonious color schemes. To keep it simple and relevant to business, here are three formulas that you can follow.
1. Analogous colors – This simply means a color palette using shades that are similar, such as blue, blue-green and green. This scheme is great for projecting a calming, grounded feel.
2. Complementary colors – Complementary palettes utilize the tertiary color wheel to find colors that are directly opposite from each other, such as yellow and purple or orange and blue-green. This is the safest option for creating visual stability and harmony.