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Replace the canvas with a screen and the brush with a Wacom tablet and BAM! Graphic designers really are modern day Bob Rosses. (Just need a curly 'fro and a pair of outdated 80s specs).

Often the first thing noticed in any medium is the use of color. With country flags, colors usually signify some important bit of symbolism (the red in the American flag is meant to represent "hardiness and valor" #Murica). 

But color can also be used to draw attention, mute, create contrast, or make melodramatic. In short, color evokes emotion—and emotion comes from attaching meaning. 

The digital world of color and endless hex combinations has opened up a rainbow of possibilities. So how does one make strategic, meaningful choices? In an oversaturated social media world, how does one's brand, company, product, etc. stand out?  

Turns out, it's more than knowing that blue = calm and red = passion. Read on...

The Color Queen: Leatrice Eiseman

(Official nickname patent pending) 

"Color is often called the ‘silent salesperson’ and in many cases must immediately create a brand identity and, most importantly, help to make the sale. At the very least (as on a web page or in a print ad), it must create enough interest or curiosity to induce the would-be buyer to find out more about the product or service."
You're likely familiar with the Pantone Color of the Year. But do you know Leatrice Eiseman, the #ladyboss behind it? Author of TEN books on the topic of color, she affirms the notion that colors are not and should not be used arbitrarily in any marketing, content, or art.
 
There is meaning, both psychological and scientific, behind any hue, tone, or palette. 
 
Colors can communicate current events!
 
Eiseman shares that the 2019 Color of the Year, "Living Coral"was associated with the focus on diminishing coral in Earth's oceans and the mainstream push to become more environmentally sustainable in everyday life.

Roses are red, GhostRanch is (desert) gold...

To demonstrate the thought and importance that goes into a designer’s mind regarding color, I asked founder Ranchero Mikey about the GhostRanch brand colors and why he selected them. 

Here's what Mikey had to say...
"For GhostRanch, when I was a one man show drumming up the original mark and branding circa 2014, I picked some color that I thought nobody else in their right mind was using. It was this crappy reddish orange hue that I felt had desert/Moab vibes. Looked creative. [Read about our Georgia O'Keeffe inspired start]." 

 
Before...

"But in reality, damn, it was pretty ugly and presented many a'problem when we tried introducing secondary colors.

Eventually, Allie came in and really fine-tuned it in a way that made that particular brand color bolder, brighter, and found the right value that could work with a whole gang of new colors to give us some great options. I think she tried to honor my original reddish/orange/mauve weird color, but she took it to a much better, more energizing place. I love the new scheme!"



After!

"Funny enough, a new client recently asked us, 'Hey, did  you know there’s a new nail polish color called Ghost Ranch??'  We have to say, we like J. Hannah’s take on it as well!"

That's memorability for ya. 

"This pattern Allie recently rolled out (with her token "dusty pink") encompasses the full kit— so fun, so creative. I freakin' love it."

Color my world...with links each day

Inspiration for creative ways to find, observe, and capitalize from the use of color

Color really is...all around us
The ultimate hex chart. No, not for spells
Seeing (Coca-Cola) Red
  • Even Queen Leatrice acknowledges that no matter where one is in the world: everyone knows the Coca-Cola red. Big brands are heavily associated with specific colors in our brains but Coke's classic red and trademarked wavy lettering is a textbook example. (And yes, the polar bear ads help too). 
Creative EyeCandy




Designer or not, these videos are undeniably soothing.


(More on Anette's 'gram!)

 
In conclusion: Life is better in color

And it's WAY better when strategic and thoughtful consideration is put into its use—Not simply from an aesthetic standpoint, but for the success and memorability of your product, brand, or art. :)

-Molly 
the writer Ranchero from GhostRanch
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