Friday, September 23, 2011

Creative Excellence Fridays - COLOUR

According to Wikipedia, colour is the visual perceptual property corresponding in humans to the categories called red, green, blue and others.

When we see a crimson sunset, we don't see it in terms of science.
The fact that a sunset is caused by dust particles in the air refracting the suns rays like a prism at an oblique angle causing the light to pass through much more air in order to reach the eyes.

Not sexy.

We only think about how it makes us feel. We relate it back to a memory, an experience.
For the art directors reading today, this is an automatic. When choosing a colour palette, you may go back to the colour wheel, choose complimentary colours or variations and move forward.

This Bentley commercial uses cool blues and greys, juxtaposed with bright nature colours to create the mood. The sexy french voiceover doesn't hurt either.

Wind Mobile chose to go with a black and white palette for this commercial.

Of course another place to draw from is the masters. Note how heavily Wind Mobile pulls colour and style from Miro.

That's it for this week. As always, your comments and suggestions are welcome. Have a great weekend.

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