The Psychology of Color in Design

Abstract

This research highlights the importance of color for design practitioners and professionals, particularly in advertising and marketing techniques. It examines and explores the various key figures in color theory, emphasizing their techniques and ideas. These will then be studied and applied to different graphic pieces, helping students determine the appropriate color for each business opportunity. Color theory empowers creatives to use different tones to reflect or convey messages consistent with their chosen discipline. Graphic designers must be consistent in their use of color, avoiding subjective interpretations, and recognize its importance in generating emotions and responses in the viewer, as well as its impact on the audience's basic cognitive processes.