Basics Design: Design Thinking

Thinking in colour

The communication power of colour extends much further than simply

highlighting particular pieces of text; colours also convey symbolic cultural

meanings. The colour lexicon changes as cultures change, providing the

designer with an opportunity to better connect with a target group, but it also

runs the risk of alienating it, due to colour choices. For example, Western culture

associates white with marriage and black with death, but this is not the case in

other parts of the world. Understanding cultural colour associations can help

ensure the success of a communication, as colour choices can reinforce a

message or undermine it.

Thinking in colour

Colour is a powerful communication tool

because it can grab the attention and make

things stand out and look more attractive.

The subtle and sparing use of colour can

elevate a design and can apply emphasis

just where it is needed to increase the

effectiveness of a piece of communication.

Blue

Uniform, reliable, safe,

traditional, constant.

White

Purity, innocence,

goodness, clinical.

Pink

Passionate, flamboyant,

attention-seeking.

Black

Magical, dramatic, elegant,

sinister, bold.

Red

Exciting, dynamic, dramatic

and aggressive.

Green
Natural, foliage, plentiful,
Design Thinking luscious, expensive.

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Title: Basic Design-Thinking

Client: QPL Size: 160mmx230mm

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