In a previous blog “How to determine the use of color in the logo, corporate identity and website”, we showed how to use the color wheel to choose complementary and contrasting colors. In this article, we'll discuss the use of color tones, color tones, shades of gray, and warm versus cool colors.
The original color is called a color tone. For example, the primary color blue. If we add white, gray or black to that, we are talking about a shade of color. The color tone is often expressed as a percentage (e.g. 10% blue or 20% blue). When digital printing did not exist yet, the use of color tints was widely used. This was because this was a cheap way to work with colors without adding an extra color to the print. Of course, this is no longer necessary, but it is still a great way to add accents. We add white to lighten the base color. If we want a darker shade, we add grey or black.
Using 1 base color with only color tints throughout the entire design can be an effective method. The disadvantage is that you get a very flat design.
Only using grey and black is also an option. The use of shades of grey reduces the stimulation of your eyes. Nowadays, you see more and more mobile websites in so-called dark mode. Grey tones are used here. Often, shades of gray are also used on a contact form on a website.
Colours have emotion. Warmer colors are happier, more personal, more caring. Cool colors are a bit more distant, more businesslike. Warm colors are colors from yellow, green to red. Cool colors, especially between green and red/violet. If you are active in the financial sector and you are looking for a color for the logo, it is wise to choose a somewhat cooler color. If you focus on young people and you are active in sports, a warm color is better.
There are a number of websites where you can use the color wheel to find matching colors.
Please also read the following related articles
How do you determine the use of color in the logo, corporate identity and website
