The Designer’s Dictionary of Colour. Sean Adams
![Image result for tokyo olympics 1964 poster](https://i0.wp.com/shop.olympic.org/assets/files/product/552/1964-tokyo.jpg)
Red:
Red is radical. It is extreme, representing passion, energy, fire, violence, and anger. It is vibrant and creates contrast, demanding the viewer’s attention. As the colour of fire and blood, it is connected at a visual level to our ideas of the energy of life. Red is a pure colour; no other colours can be combined to create it. Designers use red as a loud shout. Stop signs, and coca cola cans are red.
The colour can dominate an environment. Many designers shy away from such an extreme colour, but red is one of a designer’s most valuable tools to create dynamic contrast.
Cultural Meanings:
In Asia, red is the colour of good luck. It is the most popular colour in China, but be aware: there is a different between Chinese red and red in other Asian cultures. In India, brides wear red saris. In Western culture, its meaning is connected with its companions, Red, white and blue appear patriotic. Red, yellow and blue, the primary colours, convey a juvenile message. Red and black can communicate fascism.
Successful Applications:
- Coca-Cola red, Coca-Cola company, 1900
- 9 West 57th Street sculpture, Chermayeff and Geismar, 1974
- Virgin Airlines logo, Sir Richard Branson, 1970
![Image result for paperbacks usa an exhibition](https://www.aiga.org/globalassets/migrated-images/uploadedimages/aiga/content/events_and_competitions/exhibitions/03_paperbacks1959sm.jpg)
Blue:
If asked, most clients will suggest blue for a logo colour. It communicates honesty and loyalty. Blue is associated with the sky and water, power and authority. For decades, financial institutions and corporations insisted on blue as a corporate colour due to its connection to stability and strength. It is the colour of many flags and it conveys patriotism. Blue is also the colour of the Conservative party in the United Kingdom, representing conservative values.
Blue can feel rich and hypnotic, or it can be banal and invisible, depending on the application. The term ‘type and blue stripe’ is a reference to dull corporate graphics standards that utilised a bar of navy blue on the top or side of a page and white typography set in Helvetica. Alternatively, blue can be surprising when used dramatically and unexpectedly.
Cultural Meanings:
In Western culture, blue is masculine, whereas pink is feminine. Aristocracy is referred to as blue-blooded. However, manual labourers are called blue-collar workers while professionals are white-collar workers. Blue is the colour of holiness in Judaism. In Hinduism, blue represents the god Krishna.
Successful Applications:
- GE Logo, Wolff Olins, 2014
- IMB Logo, Paul Rand, 1972
- Facebook logo, Cuban Council, 2005
![Image result for su murphy 2014 poster IBM selectric](https://i.pinimg.com/originals/15/ab/0f/15ab0f6b7c535416ddb72ce07f753337.png)
Yellow:
Yellow is a primary colour that cannot be created with other colours It is universally regarded as cheerful, representing happiness, sunlight, optimism and creativity. Yellow can be used to create bold contrasts with other colours. It works well as a replacement for grey when the goal is vibrancy. Many designers fear knocking type out of yellow to white, but this works when enough magenta (at least 20%) is mixed with the yellow.
Yellow and black create avocado green. Therefore, used as a secondary duo-tone colour or overprinted on black and white it will create a sickly greenish tone.
Cultural Meaning:
In Japan, yellow represents courage. In China, only the emperor was permitted to wear yellow. Negative connotations include cowardice, for example, a cowardly person might be described as ‘yellow’.
Successful Applications:
- Eros magazine cover, Herb Lubalin, 1962
- UCLA Extension poster, Sean Adams, 1998
- Smiley face symbol, Harvey Ross Ball, 1963