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Chapter: 2 Design > Springtime

Springtime

Using color to evoke emotion

Boér Designer Attila

AFTER A COLD WINTER filled with monotones, Boér Attila woke to the first clear, sunny day of spring and found the colors to be uplifting, energetic, and joyous. This shift from winter to spring inspired aspects of Attila’s visual design, especially the color choices.

That color induces a variety of human emotions has long been established. This is why we do things like define red as being a hot color. We relate red to a flame, or red-hot peppers. We then allow those ideas to influence the way we use color in design—for example, using earth tones like browns and tans in package design for natural products.

In Springtime the monotonous colors of winter meet the emerging colors of spring, resulting in a color palette that is neither cold nor hot, but rather expresses warmth and harmony, creating a soothing, positive feeling for the viewer.

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