The colour of braveryPosted: February 27, 2016
This is what a member of AIGA (the professional association for design) wrote about colour physiology
“it’s important to understand that the perception of color may vary widely based on multiple factors: age, gender, cultural identity, time of day, type of lighting, scale, environment in which it is displayed, structure and function of the individual eyeball/brain connection and more.
For example, in Hallock’s study, he discovered that purple is one of men’s least favorite colors, but it’s also a color they associate with the concepts of bravery and courage. This is interesting in that it underscores the subjective nature of color perception. Here, it seems as if the generic idea of the color “purple” is not liked by most men, but the association of a Purple Heart medal with bravery and courage puts the color into a different context, and changes their response to it.”
So purple? which also represented with the purple heart given to people for courage in America, but also represents royalty. While this one suggest that orange is for courage.
“In heraldry, red is used to indicate courage. It is a color found in many national flags. Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath.”
So purple, orange or dark red, where purple is also associated with creativity and unconventional, and Orange with social.
Experimenting with colours
Still a little unsure, especially of the AV and what font to use. Favour the boldness of Avenir Next Heavy, but like the softness of the Museo San Rounded and how it’s more approachable.
I need to decide asap tomorrow so I can get to work on the other elements of the creative outcomes.
Overlapping the line to make the AV is quite aesthetically pleasing, and has a lot of potential as a style over the stationary around the brand. I’ve been working on Flat design recently and grown fond of it.