The Influence of Color

Color resonates with people in different ways. And our perception of color stems from our upbringing, experiences, and interactions.  We all have a favorite color or color that we use more during specific periods of life. But the color you use in a design project can say a lot about the work itself. That’s a scientific fact.  Next time you're feeling bummed or want to be extra persuasive, be smart about what color you're pulling into your design.

Growing up in Australia I was surrounded by sun bleached blues, greens, and neutrals.  As a young girl I was fascinated by the Delphinium blue of the ocean and of the sky. A soothing color that caressed my heart with peace, freedom, intuition and imagination. It also inspired me to be sincere, and confident. Blue definitely brings tranquility. However, it can still be dynamic. Green is another color I am constantly surrounded by. Associated with the season of spring, it is a symbol of life, new beginnings, safety, fertility and environment; green is also a status symbol for money, and wealth.  I’ve always been drawn to this color for its healing effects to us, both physically and emotionally.  Lately Ive been really drawn to wearing Pinks.  Pink is a delicate color that means sweet, nice, playful, cute, romantic, charming, feminine, and tenderness.  Its a happy color that makes me feel creative.  As you can tell from social media I am not afraid of color. I can often be found in a bright hues paired with a feminine silhouettes.

Color really effects our emotion, and selecting the right color palette is crucial in design. Here is a breakdown of how the consumer generally relates to colors.  Red is a warm color that invokes aggression, its attention grabbing and is provocative.  Its primarily used in restaurants, automotive and technology.  Orange is another warm tone and is seen as playful, fun and is vital. Popularly the color is used in tech and in health care. Yellow stimulates creativity and energy.  Its comply used in designs that deal with energy, restaurants, and interior design. Green is a color synonymous with calm and health.  Its used in energy, finance, food, and tech. Blue is a cool color that is arguably one of the most popular colors for a brand as this color puts people at ease and give us a feeling of trust. Notice how government agency’s use blue in their uniforms.  Purple is also a cool tone that is sophisticated yet mysterious. It is used in finance, tech and healthcare.  

Mixing color, science and emotion can be a tricky game. Keep in mind though that a color’s meaning varies in different countries and cultures; what meaning you may know about red is totally a different perception in different parts of the world. Also, different shades, tints, and hues of the color changes its meaning.  And while science is teaching designers more every day, it’s also opening up more questions about how we see and feel about color.  There are certain colors I still use sparingly in projects and others that I tend to use too much. Personally, I find that I design many times based on my own mood and feelings. Regardless, science is a good place to start when asking early questions in the design process.

Stay tuned for next article: “How to Improve Social Media Presence”

Brooke Mason

w. @bmcreativela

Insta: @bmcreativela


Minimalism to the Max!

The phrase “less is more” has never been more true when it comes to design and having your message be heard. When we try to say too much in our message it gets lost in the shuffle of everyone else trying to stand out. The key is to stay simple: simple graphics, clean logos, and easy to understand interfaces. 

I remember my Mother used to say to me “keep it stupid simple”. What she meant was not to complicate things, she was mostly referring to fashion at that time, but her message translates to design and branding as well. 

I personally believe in simplicity because it’s classy, understated and clean. I love using lots of negative space to direct the eye and attention toward where you want it. What’s so powerful about branding, design and marketing is we are in charge of the users experience. A well-crafted marketing plan helps intrigue emotion and in turn increase audience participation. Whether that’s in sales, interaction or having people show up, that’s a success. 

For example, the most common online user experience for your brand is your website. In my experience with clients, most don’t put enough emphasis on this. It needs to be very functional and well curated.  On the front end it’s your user’s brand experience and on the back end it’s an intricate design of all the fun things we can do to elevate online presence, through SEO, coding etc.

An added bonus of the functionality for simple designs is a faster loading time and lower bounce rate.  I mentioned above, the focus is on the brands purpose and doesn’t get lost in graphics or color.  

In the end, it’s important to consult with an expert who understands how you want you message to be received by the audience your targeting.  

Stay tuned for next article: “The Influence of Color”

Brooke Mason

w. @bmcreativela

Insta: @bmcreativela


Who Needs a Brand?

A good question to ask yourself is if you need branding. From my last article you will see that a brand is your identity and how people perceive the message you present the world.  So, if you’re asking yourself, if you need a brand? The answer is probably yes. 

Before you delve into the quest of getting your brand started I would suggest getting ideas together. You can do so by looking around in your own surroundings and getting inspired by other similar brands. It’s important to look at places that align with your field of interest. Ask yourself what they are up too and how clear is their message? It’s absolutely vital to establish this so you can stand out from the crowd and not get lost in the mix of your competitors. One of the worst things you could do is start to resemble other businesses in your respected field.  

Researching is your best friend! You want to immerse yourself in as much information as possible before getting started. Color’s you think you identify with or imagery that means something to you is a great place to begin. 

Remember that consistency is key.  Once you figure out your brands core image its best to stay within its guidelines. Any diversion from this structure you have presented will only confuse the general public. And if all this seems totally overwhelming, that’s why we’re here.  Creative agency’s help prepare your brand by getting the ball rolling. It’s a very exciting endeavor and when done right can be a beautiful and fruitful adventure.

Stay tuned for next article: “Minimalism to the Max!”

Brooke Mason

w. @bmcreativela

Insta: @bmcreativela


What is Branding?

Many people look perplexed when they hear the word “branding”. What is it? How does it relate to me? It’s the vital make-up of any message you display for the public eye. It’s as detailed as the look, vibe and essence of your business and the way people distinguish between you and everyone else out in the marketplace.

An essential asset is to have a clear-cut brand perspective. The world will recognize you, understand who you are and what you’re about immediately. 

So how do you create a clear brand? How does the message to your audience become precise?

It’s not as simple as starting an idea and assuming that everyone will get it. You must start with a plan, a concise strategy. That’s where a creative agency comes into play. I would start with a creating a “branding deck”. This is the nuts and bolts of your brand and will ultimately show people who you are as a brand. Start by developing a color palette, mission statement, verbal and visual messaging, mood boards, verbiage that aligns with the brand and deciphering who your target is. It can be as deep as it needs to be. We take about three weeks to deliver such a deck to our client. It's very detailed! This becomes your skeleton and makes the message clear going forward. 

It’s also essential that your team understands your brands vision. Everyone needs to be on board. Then once you have a distinctive brand the transition into the marketing strategy, advertising and PR is streamline. 

Stay tuned for next article: “Who needs a brand?”

Brooke Mason

w. @bmcreativela

Insta: @bmcreativela