Colour Psychology & Visual Communication Design

The Graphic, Marketing and Branding design Pro’s Guide for using colour to connect and communicate!

Building on the foundations of the Colour Essentials and Colour Psychology Principles courses, this is the graphic designer, product designer and branding expert’s ultimate guide to designing with colour.

In this course, the aim is to empower you to meet your clients’ needs more efficiently and consistently resonate with their target audience, while creating highly effective designs using colour to strengthen brand identity.

You’ll unlock the true potential of colour, learning how to harness its influence to communicate effectively. Following a thorough yet flexible framework, you’ll be able to create impactful colour palettes for your web, graphic, or branding projects that not only connect with your audience but also drive brand success and boost sales.

Discover how to identify the qualities and values that form the ‘colour personality’ of a product, service, or brand, and incorporate these principles to design with colour in a more powerful and creative way.

Throughout the course, practice activities will help you master the art of crafting designs that are not only visually pleasing but also evoke a positive emotional response.

This course is suitable for:

• Web, graphic and e-learning designers

• Branding and marketing consultants

• Design students

How you will benefit:

1. Client-Centric Insight: Gain a unique perspective on your client’s projects, allowing you to efficiently uncover their core needs and objectives.

2. Efficient Design Process: Streamline your design workflow, reducing the time from initial brief to the implementation of your designs.

3. Expertise and Confidence: Acquire in-depth knowledge and practice what you’ve learned with activities to help boost your professional confidence when creating and presenting visual communication design projects.

4. Effective Communication: Improve your communication with a clear methodology and rationale, enabling you to deliver more persuasive proposals and win more projects

5. Enhanced Client Satisfaction: Elevate your client satisfaction levels, leading to more referrals, and establishing a stronger reputation in your field.

6. Stand Out in the Market. Differentiate yourself from your competitors, enhance your career prospects and gain new clients who value your expertise

What We’ll Cover

Module 01: Introduction

Introduction and overview with course author, designer and colour consultant expert Bernay Laity

In this section we look at:

• Why brand colours matter

• How colour influences purchasing decisions

• How colour is your silent sales tool

• What you need to know about colour models

Module 02: Colour Groups & Colour Personalities

In this section we recap on the qualities and attributes of the four colour groups and also the characteristics of the four colour personalities. We explore the link between both, delving deeper into preferences for forms, shapes and styles, and even typical professions and business types for each personality!

Module 03: Typography

Just as there are different forms, shapes and styles that complement each colour group and its corresponding personality, there are styles of typography that are naturally suited to each.

This section highlights what styling to consider when designing typography and what to look for when selecting a font. We also look at some example font and colour combinations.

Module 04: Putting it into Practice

The creation of attractive packaging, branding or any graphic communication is a combination between style, form, font and colour.

In this section we bring all of the elements together in one simple process and put it into practice, using the Colour Affects System of Applied Colour Psychology to designing with colour.

Using real-world examples of leading global brands we take a look at:

• The impact of colour; when it works well, and when it doesn’t – and why

• Is pink just for girls? Avoiding the colour cliché trap

• Foresight or fallout? How one major global brand effected a radical change of brand direction and completely changed its colour personality

Module 05: Colour and Branding Challenges

• Design challenges for you to practice your colour skills

• Bernay’s expert tips for designing with colour

Discover Colour

NB. Both the Colour Essentials and Colour Psychology Principles courses form a two-part programme designed to give you a more in-depth foundation for understanding how to work with colour and influence behaviour through the principles of colour psychology. The completion of both courses is therefore recommended for a more thorough learning experience in applying colour psychology to design.