Zainub Tariq
Oct 2 · 4 min read

Hey! This is Zainub Tariq. Computer Artist (Graphic Designer/Illustrator/UI-UX designer) with over 6 years of experience in Industry and freelancing, working for design projects ranging from Basic Logo design to Full Company branding; developing 2d illustrations and animations, UI/UX and website mockups for medium and large-scale organizations and startups.

Worked at Code Informatics for 1.5 year as graphic designer for company product branding and then as lead graphic designer for Code Creatives, managing junior designers and providing full design and branding services to various local and international companies, restaurants and outlets.

Serving as Principal Graphic Designer at New State for branding, UI and UX design. Also working as Free-lance graphic designer for medium and large-scale organizations.


With what little experience and all the knowledge I have about design, I cannot stress enough on how important it is for a designer, Marketer or even a Developer (You read that right! even a developer!) it is to have knowledge about Color and its implementation in design. With my position as lead designer, I got to experience conducting many interviews for designers and marketers having little to no knowledge of the basic color theory , leaving me in complete disappointment every time.

So, let’s get talking some Color!

Why is color important?

Color is a powerful form of communication in graphic design. It can be used to attract attention, organize content, emphasize elements, evoke emotion and help a design look aesthetically pleasing. Color plays a major part in the correct reflection of your brand. The first thing after you create your brand name is the creation of brand identity or logo, and for that you need to have the right set of colors in your mind to have an impact on the way a brand is perceived by the public. In order to choose the right colors and color combinations, it is important that the graphic designer have a basic understanding of color theory. The human mind works in a way that even a really cool design can generate a very repelling effect due to wrong set of color combination.

No matter how much you invest in a company, people attach most to how they feel about your brand according to their experience with the feel and look of your products/services. It is rightly said, first impression makes the last impression and hence the right color choice will make a lasting impact.

The Color Theory

In visual arts or graphics, the set of practical guidelines on color mixing and the visual effects of a specific color combination is known as Color Theory. It involves the study of impact of color on human mind, its perception, how colors are mixed, matched and produce contrast. It also involves the communication of message each color creates and its importance in choosing the right color for your design.

Modern color theory is heavily based on Isaac Newton’s color wheel, which displays three categories of colors: primary colors (red, blue, yellow), secondary colors (created by mixing two primary colors), and intermediate or tertiary ones (created by mixing primary and secondary colors). Colors can be combined to form one of five main color schemes that allow designers to achieve harmony in their designs. These are:

· Hue or colour: Generally describes the basic, pure colour.

· Shade: a hue darkened with black

· Tone: a hue dulled with grey

· Tint: a hue lightened with white

· Saturation: refers to the intensity or purity of a

· Value: refers to the lightness or darkness of a colour

  • Analogous: based on three colors located next to each other on the wheel
  • Complementary: one or more pairs of colors that, when combined, cancel each other out (i.e., they produce high contrast)
  • Split-complementary: a combination of the analogous and complementary schemes
  • Triadic: using three colors at equal distances from each other on the wheel
  • Tetradic: using two sets of complementary pairs

The color theory itself is a vast topic. And I would suggest you to search about it yourself to have a better understanding of the topic.

Colors Evoke Emotions

Color is a powerful tool which evokes numerous emotions and reactions as revealed by the following examples:

  • Red: Induces Energy, Power, Vigor, Leadership, Courage, Passion, Activity, Joy..
  • Black: Powerful, functionality, mysterious, elegance, and sophistication.
  • Yellow: Optimism, childlike, law, education, freshness, and arrogance.
  • Green: Natural, healing, calm, generosity, trees, wealth, money, endurance, and protection.
  • Blue: Security, Trust Worthy, Stability, Loyalty, Wisdom, Confidence, Trust, Friendliness, Preservation, Courage, Science.
  • Pink: Romantic, Feminine, Love, Beauty.
  • Orange: Cheerful, Passion, Pleasure, Enthusiasm, Fascination, Creativity, Fun
Picture Credits: the logo company
Picture Credits: the logo company

Picture Credits: the logo company

So, for a good designer, it’s important to have basic knowledge about the color and its impact on the design.

Zainub Tariq

Written by

Principal Graphic Designer at New State ( I Computer Artist I Graphic Designer I Illustrator I Animator

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