What influences the graphic designers who aredesigning your marketing collateral, direct mail, packaging, and displays?According to Jack Bredenfoerder, director of BV Color Strategy, five factorsare impacting the use of color in any design project:
1. How the eye sees color.
This refers to the interaction of the object,the light source, and the observer. The same color appears different to the eyebased on lighting conditions. Depending on how and where color is used, colorchoices will differ.
2. The culture around us.
Design trends are influenced by the culturearound us, including colors of state, colors of religion, color conventions,and colors of groups (sports teams, corporations, organizations, schools).
3. Psychology of color.
Not everyone agrees on the emotions ormeaning that colors evoke, but there is little disagreement that certain colorsinspire certain emotions. Use color to do more than look pretty. Use it toinfluence emotion.
4. Color fads, trends, and cycles.
There will always be color fads, trends, andcycles. To anticipate emerging trends, Bredenfoerder suggests watching the NewYork runways and the Hollywood red carpet, since fashion designers are oftenharbingers of the trends that reach the world of print and digital design.
5. Color influence andforecasting.
Color forecasting is an active, ongoingcreative process that incorporates more substantial influences such aspolitics, medicine, and culture. Today, the yearning for simpler things of lifecan be seen in color trends that relate to playfulness, nature, and joy.
The takeaway? Color is a powerful tool, butjust like fonts and design style, they are always shifting. Don’t get stuck inthe past.