About Visual Color Project

“Man needs colour to live; it's just as necessary an element as fire and water.”

Fernand LégerAs expressed by Fernand Léger, colors plays an essential role in our lives and wield a significant influence upon our daily experiences and navigation. They are fundamental in the shaping of our actions, choices, culture, art, and identity. Colors are used for both aesthetic and strategic purposes, particularly within branding and marketing domains, where they have the capacity to shape human perceptions of a product or even prompt specific actions outright. Furthermore, colors are crucial in the design of systems, in sports, warfare, religion, and in the formation of cultures and subcultures and rebellions (1).

Understanding and harnessing the power of colors in visual design there is a vast array of modern color books and theories available: In museum shops, libraries, scientific databases and online design blogs offering AI-tools, color generators and palette builders. Colors are essential in influencing our behavior, decisions, culture, art, and identity (ibid). In branding and marketing, colors are strategically used to shape perceptions and can even drive specific actions. Beyond aesthetics, colors are pivotal in system design, sports, military strategies, religion, and the creation of cultures, subcultures, and revolutions (ibid).

But how do we truly understand colors in the practical work, when we are 'left alone' at our desc with our laptop? Can we achieve a deeper comprehension of color composition? How can we optimize the testing and validation of our color choices? And how do we effectively communicate these choices and their underlying design processes? Visual Color Project aims to answer these questions, offering insights and tools that empower individuals to design and communicate their color choices with structure and confidence. In this project i seek to find a practical approach to working with colors in a visual design proces. I am developing a tool (VERT) that can be helpful in testing color and finding your communicative target in relation to not only color choices, but all visual design elements.

Sources
(1) Fine, Aaron, *Color Theory: A Critical Introduction*, 2022, Bloomsbury, Page 333.