Understand how an audiences’ cultural background affects their perception of colour.
This article recommends brands to leverage the key elements of “colour theory” and apply them to their social media imagery. The author touches upon parts of the colour wheel such as primary, secondary and tertiary colours, along with complementary and analogous colours.
When designing an image, marketers should first consider their brand’s colour scheme. If the logo or branding guide is already complementary or analogous, they could use the same colour as a base for their social media palette.
Complementary colours can be used to create contrast to direct attention towards the focal point. Since colours evoke emotions, brands should use warmer shades like reds, oranges and yellows to display feelings of warmth, power or love. For soothing and calming moods, they should opt for blues or greens.
[3 minute read]