Very good, now that we have a little clearer idea about the difference between colors we can start to think about creating a color palette especially to work in our business.
In this way we will create a corporate identity that will be easily identifiable by your community. Remember that it does not have to be definitive, if you are just starting your business you may have to change some colors, do not worry, it has happened to all of us. Do not take it as a failure but a way to improve the results to be obtained. Cheer up!.
If you have already read something about color psychology and colorimetry, surely you will have too many aspects to think about to start working on the colors of your company.
Searching and finding colors that are in harmony with each other is not an easy task, but there are preset models to combine colors in different ways and create your own color palettes.
We will see what these preset models are to find the colors that will make your brand attractive enough for your customers and boost your business.
Complementary colors:
A complementary color is one that is opposite to opposite on the color wheel. An easier way to perceive it is to find the color from which we want to obtain its complement and, using the chromatic circle, draw a straight line that passes through the center of the circle until finding its opposite.
This rule indicates that the complementary color of a primary color is always a secondary color (or vice versa) and that said color is the mixture of the two remaining primaries.
Its main characteristic is the contrast it creates between the tones. When these colors are taught together, their perception is modified and they appear brighter. They will draw the attention of those who see them.
To harmonize this sensation of impact in sight, the balance is broken and one of them is allowed to be dominant and occupy a greater surface.
These colors, seemingly distant, get along wonderfully with each other and represent effective strategies for the designer when seeking to communicate to the viewer through familiar elements.
Although, as we have previously commented, the perception of color is influenced by psychological and cultural factors; our taste for complementary colors is also explained from the physiology of our eye and the mechanisms of visual information processing at the neurological level. It seems that our brain naturally tends to look for complementary colors and makes us feel very comfortable in their presence.
Complementary colors are anything but shy. Turn them into your best allies by following these useful and simple tips:
Take advantage of its contrast to generate a relationship of weights and counterweights at a visual level.
Disrupt the balance: make sure that certain elements in your design stand out above others.
Diversify your options by adding. Create a hierarchy and assign colors in the space based on the weight you want to give each element (A popular formula is the 60/40 rule) to your scheme variations in lightness and saturation.
Harmonies with complementary colors are just the beginning, because the color wheel behind a deceptive simplicity-reserves for you more options and principles of proven effectiveness.
Analogous colors:
An analogous color is obtained by combining three colors that are in contiguous positions on the color wheel. For example, they could be yellows with oranges, blues with greens…
These colors do not contrast and harmonize well with each other. You will be able to achieve an interesting result by playing with the tones (light level), that will give a contemporary touch to your company.
When you decide to make a composition with similar colors, you usually want to choose a dominant color that will have the most prominence, keeping the rest of the colors as an accompaniment to it.
Although you can use 3 colors in the same amount, it is more difficult to get good results. As a strategy, you can divide your composition into large, medium and small areas, and assign each of your colors in relation to the size of each one.
Characteristics of analogous colors:
They have a color as a common denominator from which they are combined with other shades.
This combination is very common in nature. Like for example in the trees.
With these, contrasting and soft effects are achieved according to the distances used between one color and another.
They have a tint in common with each other.
Analogous colors are even compared to tertiary colors, since these can be combined with primary colors and with secondary colors which create analogous colors within the color wheel.
Color triad:
A color triad uses three different hues, which are the same distance apart on the color wheel. This strategy creates combinations that are vibrant and attractive, but difficult to implement perfectly. To use a triad successfully, the colors must be balanced, and one should be used as dominant and the other two as accents. You dare? Keep reading.
In this formula, a triangle is drawn on the chromatic wheel and the colors that remain at the tips are used.
The triad color palette consists of choosing three colors unilaterally on the color wheel. Here, we should study and validate that the chosen colors have harmony and work well together.
Colored tetrahedral:
A difficult term to pronounce and to carry out perfectly, but let’s see what happens in this case.
As in the previous one, a figure is drawn on the chromatic circle, but this time it is a rectangle that combines four colors.
The tetrad uses four colors that are the same distance apart on the color wheel. You must be careful, since given the nature of the tetrad, all colors tend to be different. To solve that, you should let one color be the dominant color and use the other 3 for highlights.
