Several studies show that color has a great influence on our perceptions and our behavior towards a brand or a product. Each color has a hidden meaning and exerts its effects on an unconscious level.
In visual communication, it is very important to have a graphic charter comprising a set of colors defined before and which will serve as a basis for the rest. In this article, we will give a quick overview of the colors and the emotions associated with them.
Warm and cool colors
In colorimetry, we speak of hot and cold colors. Bottom Line: A color / shade can be either warm or cool. A color is said to be warm when our eye perceives a little yellow or orange in it. A color is said to be cool when our eye sees a hint of blue or gray in it. Orange is always a warm color while white and black are always cool colors. A warm color arouses a feeling of warmth and closeness, and conversely a cold color will arouse a feeling of freshness and distance.