Why So Blue?

Color offers an instantaneous method for conveying meaning and message. Our minds are programmed to respond to color. We stop our cars for red lights and go on green, we look at the color of certain plants and animals to determine whether or not they are safe for us to eat or touch, the bottom line is that color is a very important part of our daily lives. Symbolic meanings of colors have psychological connotations. Nevertheless, colors effect us psychologically regardless of any symbolism. And the psychological effect of one color can be very different from its symbolical significance.

If you understand the psychological effects of colors, you can employ them  deliberately. While perceptions of color are somewhat subjective, there are some color effects that have universal meaning. Colors in the red area of the color spectrum are known as warm colors and include red, orange and yellow. These warm colors evoke emotions ranging from feelings of warmth and comfort to feelings of anger and hostility. Colors trigger a variety of emotions and memories. The interpretation of color depends on age, profession, nationality, and personal preference.

Here are some general interpretations of colour psychology;

RED
Positive: Physical courage, strength, warmth, energy, basic survival, ‘fight or flight’, stimulation, masculinity, excitement.
Negative: Defiance, aggression, visual impact, strain.

YELLOW
Positive: Optimism, confidence, self-esteem, extraversion, emotional strength, friendliness, creativity.
Negative: Irrationality, fear, emotional fragility, depression, anxiety, suicide.

GREEN
Positive: Harmony, balance, refreshment, universal love, rest, restoration, reassurance, environmental awareness, equilibrium, peace.
Negative: Boredom, stagnation, blandness, enervation.

PINK.
Positive: Physical tranquillity, nurture, warmth, femininity, love, sexuality, survival of the species.
Negative: Inhibition, emotional claustrophobia, emasculation, physical weakness.

GREY.
Positive: Psychological neutrality.
Negative: Lack of confidence, dampness, depression, hibernation, lack of energy.

BLACK.
Positive: Sophistication, glamour, security, emotional safety, efficiency, substance.
Negative: Oppression, coldness, menace, heaviness.

WHITE.
Positive: Hygiene, sterility, clarity, purity, cleanness, simplicity, sophistication, efficiency.
Negative: Sterility, coldness, barriers, unfriendliness, elitism.

BLUE.
Positive: Intelligence, communication, trust, efficiency, serenity, duty, logic, coolness, reflection, calm.
Negative: Coldness, aloofness, lack of emotion, unfriendliness.

So the main reason I chose blue for my logo is because of the word – Thought = intellect, logic and intelligence. Also blue is the overwhelming “favorite color.” Blue is seen as trustworthy, dependable and committed. The color of sky and the ocean, blue is perceived as a constant in our lives.

Many people have used blue to convey intelligence, here are but a few examples;

I have not even scratched the surface of colour theory, but if you wish to delve deeper then the following sites are a good place to start.

• Colour Affects
• Logo Critiques
• Web Design Library
• Art School On-Line
• Easy Oil Painting Techniques
• Squidoo
• Precision Intermedia

Contrast

‘In Om we have no word for slave,’ said Vorbis.
‘So I understand,’ said the Tyrant. ‘I imagine that fish have no word for water.’
— Terry Pratchett – ‘Small Gods’.

You can’t name a thing that could not be contrasted to some other thing based on any of its aspects: color, size, shape, font, texture, etc. A word does not need to be created for a state of being that has no opposite. Up – Down. Light – Dark. Alive – Dead.

This artist goes by the name Nebezial

Contrast occurs when two elements are different. The greater the difference the greater the contrast. The key to working with contrast is to make sure the differences are obvious. Four common methods of creating contrast are by using differences in size, value, color, and type.

Contrast in design is an accentuation of the differences between elements in a design. Most people think of contrast only as it applies to colors, but contrast can work with any design element. For example, if you have a group of lines that are all the same size, there is no contrast. But if one is a lot longer than the others, it contrasts with them.

If all the art elements are the same, the result is monotonous and unexciting. Contrast aids in readability by making headlines and subheadings stand out. Contrast shows what is important by making smaller or lighter elements recede on the page to allow other elements to take center stage.

Contrast is most effective when it is strong; the focal point of a design is usually a result of contrast where the eyes will naturally be drawn. It is important to remember that an ineffective use of contrast may result in confusion.

Below I have posted logos that I have found that have strong contrast.

Contrast of Colour

Similar but different

Look Closer

For more information and opinions on the use f contrast in design check out the following sites;

• WDL
• Beading Design Jewelry
• SitePoint

Space the final frontier

MC Escher's 'Another World II"

Space is the distance or area between, around, above, below, or within lines, colours and shapes. It can be positive or negative, two dimensional or three dimensional.

Space, often referred to as “white space,” but it doesn’t have to be white. It can be blue, yellow or even pink. White space is really referring to a place for the eyes to rest, for the design to breathe. It relieves tension.

Space is at a premium with business cards because of their size, so how it is used must be carefully considered. Don’t feel the need to fill all the space on a design. Look at the Google web site, it’s practically a blank page. The fact that the search bar appears to be the only thing on the page make you focus on it.

Once again, I have post three logos from other people with a good use of space.

Space makes two

There is no shape

The space is the shape

For more on space and design, try these sites;

• 35 Logos brilliantly using Negative Space
• Art Lessons
• 15 brilliant portfolios

Soundwave Typography

The problem with this course? Let me tell you a little story. There I was at the best Soundwave festival yet, and what was I doing? Studying the typography all the bands’ logo. Why can’t I just listen to the music? Because I study design. Is that fair?

All logos were scanned in from this booklet

My favourite Logo of the Day

Cut at the line, this is still readable

Great use of line

Sometimes breaking the rules is a good thing

Old school metal lettering

Looks dangerous

Shape and motion

Colour is an Illusion

There is no colour in the natural world. Colour occurs when light in different wavelengths strikes our eyes. Objects have no color of their own, only the ability to reflect a certain wavelength of light back to our eyes. Colour is a figment of our imagination.

Great effects with colour

That being said, colour is a pretty big part of our perception of the world around us. Colour can be used to identify, unify, and communicate. When you go to a rock concert, you can count all the non-black t-shirts without talking off your shoes. There are many product, such as Cadbury chocolates, that people can identify by colour alone.

Colour can be expressed in three ways;

• Hue – what proportions of red, blue and green make up the colour
• Value or Tone – the play of light and dark
• Saturation – the intensity of the colour.

Other ways to manipulate colour are luminosity and opacity.

Everyone relates different thing with different colours and when designing, you must keep in mind the cultural significance of the colours you are using. Colour is one of the first things people notice.

Below are some examples of what other people have done with colour in logo design.

Colour can create a mood.

Colour can draw attention

Colour can create patterns

For more information on colour check out;

• 2D Design Notes
• Elements of Design
• Write Design Online

Further Education

After finishing the Advance Diploma options available at the University of SA that I could go after include;

• Bachelor of Visual Communication
• Master of Design

But I don’t have to continue full time study to advance my skills. TAFE offers many useful short courses in art and drawing as well as the use of design programs like Illustrator and Photoshop.

Other place also offer part time and short course in multimedia, such as SAE, Mad Academy and WEA.

A list of Professional Associations for Multimedia

ACMA – Australian Communications and Media Authority
A statutory authority within the federal government that is responsible for the regulation of broadcasting, the internet, radiocommunications and, telecommunications.
http://www.acma.gov.au/WEB/HOMEPAGE/pc=HOME

ACS – The Australian Computer Society
A recognised association for Information and Communications Technology Industry founded in 1966 to promote the development of IT professionals.
http://www.acs.org.au/

AGDA – The Australian Graphic Design Association
The national organisation for professional graphic designers facilitates a fair and productive working relationships between graphic designers and their clients. Operating through the State councils of Australia, AGDA assist in the development of new designs as well as educates the public on the value of design. They are involved in many industry events and design awards/competitions.
http://www.agda.com.au/

AIAS – The Academy of Interactive Arts & Sciences
The academy’s board of directors include representatives from  Sony, EA, Nintendo, Microsoft, THQ, and Ubisoft who volunteer their time to promote awareness of the art and science of interactive games and entertainment.
http://www.interactive.org/

AIMIA – Australian Interactive Media Industry Association
The Australia’s peak industry body, representing the Digital Content and Interactive Media sectors, dedicated to the development of the entire industry. AIMIA provide information and resources on industry news, upcoming events, career and educational opportunities, awards and competitions. As well as legal and ethical advise/assistance.
http://www.aimia.com.au/i-cms?page=1

AMPA – Australian Promotional Marketing Association
A non-profit association for the advertising and marketing industry.
http://www.apma.com/

Australian Screen Editors Guild
Comprised of the best Screen Editors in Australia, the guild aims to promote, improve and protect the role of editor.
http://www.screeneditors.com/

Communications Alliance
The peak body for the Australian communications industry, coordinating the industry’s response to the National Broadband Network implementation.
http://www.commsalliance.com.au/

MAAP – Multimedia Art Asia Pacific
A Brisbane based non-profit organisation that develops exhibition and research initiative. MAAP is dedicated to linking practitioners, curators and organizations to resources, opportunities, and international audiences.  In addition, MAAP supports a community of visual artists with Media Bank equipment loans, online resources including artist and curatorial networks.
http://maap.org.au/

Media, Entertainment & Arts Alliance
The Alliance is the union and professional organisation which covers everyone in the media, entertainment, sports and arts industries.
http://www.alliance.org.au/

MFA – The Media Federation of Australia
The MFA recruits over 90 individual volunteers to sit on one our nine internal committees and 20 external committees  to encourage operational excellence in the field of media communication connections and to define and develop best practice standards to support its member and the role it plays in servicing its clients.
http://mediafederation.org.au/

Random Thought

The first step in the design process was to come up with a name. Without a name I had nothing to design for.

I quickly dismissed the idea of using my name – ‘Marshall’. For one thing even I still think of batteries when I hear my last name. On top of that it doesn’t say all that much about me other than my name is a synonym for law officer.

Since I hoped to specialise in Flash animation, I looked at the other companies that provide this service. Many had entertaining names like Digital Lamb and Monkeystack. Companies with less interesting names such as Vision Media were less ‘animation’ based.

My main goal is to produce a logo that displays my weird sense of humour, so I came up with a name that says the same. Random Thought.