BLACK is the New Black
“I’ve been 40 years discovering that the queen of all colours was black.” — Pierre-Auguste Renoir (famous French artist)
When somebody asks you to randomly pick a colour, most people probably think of a primary or secondary (rainbow) colour, right? How often do you think someone chooses a neutral colour? Neutral colours are usually deemed “less interesting”, yet they’re probably the most commonly used. They often serve as the backdrop in design and are usually combined with brighter accent colours to draw attention. But if you’re brave enough, neutral colours can be used on their own and can create very sophisticated layouts.
Black is known as the strongest of the neutral colours. It is associated with power, strength, authority, elegance and formality. Black is commonly used in edgy and elegant designs because it conveys a sense of mystery and sophistication. It can be conservative or modern, traditional or unconventional, depending on the layout and the colours which it’s combined with.
Okay, so most brands use black in their branding to some capacity (after all, it’s the most commonly used font colour), but when used as the primary brand colour, it has a bold, powerful, classic effect. Just ask the big brands! Chanel, Mercedes-Benz, Yves Saint Laurent, Cartier, Guinness and Nike all use black as their primary colour. If you take a look at our logo, you will see that here at Look we have also implemented black.
What can we take away from this? Don’t be afraid to use neutral colours in your branding and design pieces! If your first instinct is to consider these colours dull, think again.