Selecting Colors

When designing an architectural sign program how does the designer select colors? This is a fundamental question, but it is not often asked. The following is an attempt to discuss 8 factors which may influence the designer’s choice:

Cultural Basis of Color

All cultures seem to use certain colors in particular ways. Many of these colors come from a country’s history and traditions. For those firms and individuals designing sign programs for facilities in foreign countries, some knowledge of the prevalent colors in a culture may be useful in relating the sign program to a place. Even in the United States projects involving the cultural influence of color can be encountered. An example is the design of a sign program for an elderly housing complex which caters to those of Scandinavian descent.

Symbolic Meaning of Color

Colors are associated with certain objects and feelings. Intense, basic red, for example, is associated with blood, tomatoes, danger, fire, excitement, and action. It commands attention. Primary yellow is associated with the sun, lemons, caution, and gold. It tends to be both an uplifting and commanding color. The same color may have different associations in different countries. Again, those designers working on projects outside the United States should try to be aware of the differences.

Color Trends

Throughout history certain colors have been used in a given period. In the 1950’s pink and black was a trend. In the 1960’s natural colors became popular. Currently a deep green color is used by many companies in their advertising to associate themselves with the "green movement". When creating an architectural sign program the designer tries to select colors based upon more significant parameters than what is currently popular.

Personal Taste

Often colors are selected by the designer because "he likes them". While this is sometimes successful, it is not a significant enough reason to choose colors for an architectural sign program.

Existing Environment

The existing interior and exterior project environment includes colors that can affect the design of an architectural sign program. The colors selected can either compliment or contrast with the existing colors. This can be difficult if many materials and colors are used for walls. Usually a neutral color scheme can be found.


Corporate and Institutional Identity

Many corporations and institutions establish specific colors to be used for various items, such as their logo, building exterior, packaging, and vehicles. In some cases the colors are designated for signs and must be used.

Visibility

The ability to see the sign message clearly depends upon many factors, such as character height, character spacing, and illumination. Contrasting colors for the sign message and background can aid in visibility. While not mandated the message is usually black or white with a more expressive color chosen for the background.

Color Combinations

Perhaps the most subjective area of color selection involves the topic of color combinations. Why do some colors "look good" with certain other colors? While theories exist, it is usually a trial and error process, involving drawings and/or mock-ups.




All photographs by Peter A.Calvin, petercalvin.com

© 2009 Peter A. Calvin