Uses of Colour

We often use colour to create a mood, but colour also has other uses through research I have investigated some examples. Colour is one element of visual language that people can process in different ways via perception but people process colour before even being consciously aware of it. It can be used to gain the attention of a viewer. 

Using colour to improve fast visual search

Colour coding is a helpful way to make some information clearer and legible faster. An example of this is the London Underground Train Routes. A common form of colour coding is almost always seen on maps. Visual searching occurs when the eye scans an environment such as a map to locate a feature such as a destination. Colour makes it easier to read and follow the route which speeds up the search process. Otherwise things can sometimes appear confusing, misleading and it can result in mistakes within reading or longer time spent in this process. 

Using colour to improve object recognition

We can recognise objects in some scenarios just by colour and more quickly by using colour. Seeing an object in a colour different to reality can cause cognitive dissonance that the viewer must resolve. Although colours can still be used in the unusual sense to make creative or playful approach. For faster recognition is is best to use colours normally associated with an object or scene. 

Using colour to enhance a message or meaning 

The way the human brain works compels us to find a meaning or message even if it is not intended. Most people are attracted to bright or high-contrast colours, viewers often get meaning from an aspect that stands out. When using colour for emphasis if gives the applied object great value and predominately stands out. 

Using colour to convey structure 

Colour can also be used in technical documentation to convey the concept of structure. Sections of a document can be denoted by vivid colour which can often intrigue a reader because of the interesting visual aesthetics colour adds. 

Using colour to establish identity 

In marketing and advertising colour is important, brand identity is the visual essence of a business or company. Visual identity is often greatly influenced and portrayed through colour and symbolism. For example the colour of a logo in many ways is recognised and remembered by a colour or colour scheme. Colour has both cultural and psychological associations symbolic of ideas concept and feeling. Context is an important part of colour symbolism and can have negative and positive effects. 

Using colour to improve usability

Using colour can also improve usability whether it's through everyday objects or as a form of finding. For example in user interfaces colour informs users of important functions and aspects of the screen or application. Overall can be used to improve functionality.

Using colour to communicate mood 

Using colour to communicate mood is a well known association of colour. In particular colour saturation and range, light to dark can be used to evoke emotion. Whilst also being able to create mood which refers to a longer generalised emotion. Research revealed that lighter colours are normally associated positively and darker colours in a more negative way. Artist's and photographers often exploit colour to create mood within their work. 

Using colour for associations 

One of the things we look for in an image or graphic are similar items colour is probably the most powerful. Colour makes it is easy to group and translate information in a way that is easy to read. 

Using colour to express metaphors

 

It is a known fact verbal language is filled with metaphors these can be translated well into visual language. Feelings and expression is a common way of doing so and can be decoded from an illustration or graphic. The colour green can be considered a metaphor because we associate it with the feeling of 'envy.'