The Power of Color- Color Emotion Guide
Every color tends to have a psychological effect on us and yes, it isn’t the same for everyone. The variations might be due to the individual’s learned behavior, cultural background, understanding, and even according to their age. For example, the color red can be associated with the happiest feelings (red roses symbolize love) as well as with the worst (anger & danger signs) and thus, is called a color of extremes. Mourning is associated with black for the Americans while for Hindus, it is white. This is why understanding the power of color is very important.
Every time I start designing my visualization, the first step that I follow is to select a color palette. And to select a color palette, I begin by choosing a base color from the color emotion guide.
Psychology of colors:
Below is how colors are associated with emotions and a list of brands that use them:
Examples of Dashboards I’ve made using the color emotion guide:
1. Global Financial Inclusion Dashboard -Brown (Dependability, Stability)
2. Customer Churn & Retention Dashboard -Blue(Stability) & Green(Balance)
3. Hotel Booking Analysis -Blue (Stability, Reliability, Trust)
4. Restaurant Performance Analysis -Blue (Stability, Reliability)
5. E-commerce Analysis -Blue (Stability, Strength)
6. COVID-19 Analysis -Green(Balance) & Red(Alert)
7. Crowdfunding projects Analysis -Brown (Simple) & Orange (Optimism)
How do I choose a color from the color emotion guide?
Picking out a base color is the first step in building a color palette. While picking out a base color, I often keep the below points in mind:
1. Visualization Goals: What emotions do I want to portray? Do I want the audience to be happy, to be alerted, or to be Informed?
2. Target Audience: What is the significance of the color to the target audience?
3. Font Color: Will black or white font color look good over it?
4. Aesthetics: Will it be aesthetically pleasing and attention-seeking?
So, that’s how I begin the process of creating a color palette by choosing a base color first. The next step is to choose a color scheme and then finally build a color palette. Continue to read to find out how I build my color palette.
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