Category: Packaging

Color Me Bad(d)

colorsIf you get that reference, chances are you are older than 30 or have a strong propensity toward early ’90’s R&B. Either way, no judgement. Moving on.

Everything we see, smell, hear or touch gives us a reaction. Sometimes we are highly aware of what that reaction is, say when you smell baking cookies . . . But other reactions aren’t obvious to us. We aren’t aware that while our conscious mind isn’t affected, our subconscious one is.

That is something we pay close attention to when designing. There are many implications to shapes, straight or curved lines, and even the way paper feels in your hand. In this post, however, we will be talking about color.

Have you ever wondered why fast food restaurants almost all use the color red? Red signifies a lot of things: passion, rage, warmth, loudness, but it also has an actual affect on your physiology. It makes you hungry!

What about spas? Ever notice how much green is used in logos for this field of work? Soft green has a calming feeling to our psyches.

Part of our research when we have a new client is we ask them to give us adjectives that describe how they want to be perceived. So if a client says bold, fun, creative we would choose colors that brought that out in a person. If they say prestigious, reliable, knowledgeable, that would incur a completely different set of colors.

An easy mistake one can make when creating a brand is choosing colors solely based on preference. This only means that the one person who is designing is arbitrarily picking colors off what they like rather than making an informed choice on a look that will appeal to the correct audience.

Start taking a look around. See what colors a company chooses to incorporate in their logo and materials and then see if how those colors make you feel aligns with how they are trying be. Hopefully, if done right, it will resonate.

What Inspires Us?

So many things in the world can inspire us.Ever listen to a song and get completely transported to a different time? Maybe it is a moment from your childhood, or maybe it is just a feeling that washes over you, and it changes your mood in an instant.

Is there a person that whenever you are around them, your whole world becomes electrified? The sky is a more vivid blue and the birds are alarmingly more joyful.

When you get home from a long day at work and put on your favorite sweatshirt, do you become immediately relaxed?

I hope you answered yes to at least one of these questions; otherwise you are sitting there saying what are the kids at Woodward Design ON?

But, seriously, we are affected by our surroundings. Everything affects us, even if we aren’t aware of it. The smallest change can lift us up or bring us down.

Being designers we have to be more alert to what is happening around us. That is how we stay current, keep on top of the next thing and continue to have audiences engaged in what we are doing. Because of this heightened sense, so many things in the world can inspire us.

Of course we are in awe of other designer’s work. We flip through Communication Arts pointing, laughing, sighing, and moaning about all the work we wish we had come up with. But, inspiration doesn’t come just from other’s ideas.

A crack in an old building, an elderly couple holding hands, steam from a coffee cup, and the list goes on. Anything can spark an idea, an emotion, a thought, and a feeling that can lead to the creation of work. You just have to be open to accepting the world around, in, so that it can translate itself, out.

Everything, is the answer. Broad, overwhelming and completely exciting.