WE Smile Magazine June 2015

แดง
สีแห่งไฟ ซึ่งมนุษย์
ดึกดำบรรพ์อาศัยไล่ความมืด
จึงเป็นสัญลักษณ์แห่งพลัง สีแห่ง
ความสมบูรณ์ของผลไม้ที่สุกเต็มที่ สีแดง
จึงแทนค่าความมีพลัง ชีวิตชีวา ความตื่นเต้น
ตื่นตัว เราจึงมักเห็นสีแดงในโลโก้สินค้าเกี่ยวกับอาหาร
ป้ายเซลสินค้า
Red – is the colour of fire that prehistoric humans
used to drive out the darkness. Red is the
colour of power and ripeness of fruits,
representing energy, liveliness,
excitement and alertness.
You can usually see red
on logos of products
related to food
and on sale
tags.
เหลือง
สีแห่งแสงแดด ความอบอุ่น รวงข้าวสุก สีเหลืองจึงสร้างความ
รู ้สึกถึงการมองโลกในแง่ดี ความอ่อนเยาว์ มักนำมาใช้
ในการตกแต่งดิสเพลย์สินค้าเพื ่อดึงดูดสายตาด้วย
ความสดใส
Yellow - is the colour of sunlight,
warmth and golden rice ears. Yellow
is the colour of optimism and
youth and is often used
in product displays
because its bright
colour easily
catches the
eye.
ส้ม
สีแห่งดวงอาทิตย์ ความสว่าง กลางวัน สีส้ม
จึงให้ความรู้สึกถึงความกระตือรือร้น กระตุ้น
พลัง และมักพบสีส้มในการออกแบบร้าน
อาหาร โลโก้เกี่ยวกับพลังงาน
Orange - is the colour of the sun,
brightness and daylight. Orange
represents enthusiasm and
revitalisation. Orange can be seen
in the designs of restaurants and
energy related logos.
น้ำเงิน
สีแห่งท้องฟ้ายามย่ำค่ำ หรือสีทะเลน้ำลึกที่ให้
ความสงบเยือกเย็น สีน้ำเงินจึงมักใช้เพื่อสร้างความ
รู้สึกมั่นคง น่าเชื่อถือ จึงมักใช้ในธุรกิจที่ต้องการสร้าง
ความน่าเชื่อถือ เช่น ธนาคาร สายการบิน
Blue – is the colour of late afternoons and
deep oceans. A cool and peaceful colour,
blue is often used to create the feeling of
security and reliability. Some examples
of businesses that require reliability
are banks and airlines.
are all stimulated by colour, whether we are
aware of it or not. There have been many
studies on the use of colour which shows 60%
of people are more drawn to colours than
text, colours increase brand recognition by as
much as 80% and understanding of brand
image by 60%, 80% of people make the
decision of whether to buy a product based
on its colour, and etc.
Because of the significant psychological
effect colours have, businesses use colours
to communicate their brand image, increase
recognition of their products and pass on the
brand message without using any words.
Think of the brands that use colours effectively,
like Coca-Cola’s red, McDonald’s red and
yellow, Starbucks’ green, Facebook’s blue,
Fanta’s orange, Victoria’s Secret’s purple, or
Barbie’s pink. If these brands had used a
different colour for their products, do you think
communication of the brand image would
have been as effective?
If you were to ask what colour is the colour
of happiness, the answer you get from each
person may not be the same. Frank Sinatra
once said that “Orange is the happiest of
colours.” Whether you agree with this or not,
it cannot be denied that orange is a bright
and powerful colour. It is interesting though
that orange is a colour that people have very
strong opinion about, many either love it or
hate it. In surveys, orange is rarely chosen as
a favourite color, while green and blue are
always among the top of the list. Even though
orange is a catchy colour, there are elements
of the colour that is often overlooked.
Did you know that orange is one of the first
colours used in painting? This is because
before man-made colours and the digital age
came about, the easiest coloured powders
found in nature were often in the family of
reds, oranges and yellows. The oldest drawings
like those found on cave walls in the prehistoric
period were mostly done in orange and red.
Blue tones were created much later, which is
why drawings in the past were mostly
dominated by orange, yellow and brown tones.
However, once blue was created, the
preference for blue prevailed. The content of
art also shifted from accounts of nature and
life to modernity and the future. Orange
became very popular again during the 1960s,
or the “hippie era”, because it represents
freedom, happiness, uniqueness and
nonconformism. The trend disappeared for
some time after that before reemerging in
2012 when Pantone announced Tangerine
Orange as the colour of the year. Even though
trends have shifted through time to this year’s
hot colour, Marsala, orange has always
continued to maintain its presence.
Orange is a colour of enthusiasm,
adventure, fun, freedom, confidence and
optimism. Orange is filled with positive energy,
but as mentioned above, it is rarely named a
favourite colour. Some say orange looks
inexpensive and not serious enough. However,
if these qualities are used wisely, they can
encourage a positive image.
The upside of orange’s casual vibe is the
image of being fun, active, friendly and young.
Orange’s accessibility encourages many
brands to choose it as their official colour,
such as UK’s mobile network provider Orange,
which apparently matches the brand colour
with the brand name perfectly. In England,
Orange presents itself as the brand of the new
generation that celebrates the freedom of
thought and new ideas.
Orange can also be used together with other
colours to represent different sets of qualities.
For example, pairing orange with blue, a
popular colour in many industries, can be used
in logos that symbolize modernity, speed and
movement. When blue, representing technology,
value and quality, is coupled with orange, the
brand’s character becomes bolder with
liveliness and agility, such as in the case of the
FedEx Express logo. The dark purplish-blue
represents reliability while the orange represents
overflowing energy and the speed of air freight.
Orange and blue as a pair is the most
popular combination for poster designs and
colour schemes in Hollywood’s film promotions
during the past 20 years for both action/
adventure and drama films. Orange and blue
are opposite colours and when they meet, they
naturally contradict and complement one
another like fire and water, earth and sky, land
and sea, night and day, humanity and
advancement, old and new, east and west,
etc. All of these can be interpreted differently
and applicable to many types of films, making
this colour pair one of the most unique
combinations.
Although maybe not a popular favourite,
orange is still an important colour with many
hidden qualities. Try observing the use of
colours around you and see if you can decode
what that colour is trying to communicate,
especially orange. There may be more orange
in your life than you realize.
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