Animation is definitely an art form that does not receive enough credit. Creating a story from images is not something simple and there are multiple layers here. Sometimes, expressing something directly is not the best way to do it.
In animation, there are multiple ways to send a message, and you can use all the visual clues that you need for that. Different shapes and symbols can express different things, and you can use light and different angles in order to convey different emotions.
Nevertheless, one of the most powerful tools in animations remains color. Each color can express something different, and we already know that they are directly connected to certain emotions. When you choose each color you should think about the context, the personality of the brand and what you want to sell.
Find the meaning behind the color
Each color can express several things. In fact, if you analyze a color enough, you should find both negative and positive meanings for them. For example, if you take a look at red, you can use it to express passion or excitement, but on the other hand it can be also used as a symbol for rage or violence.
Before you choose a color you should think about where you want to use it. The target audience for your animation is really important since you should think about how they associate colors. This means that you should also take into account other factors, including cultural, religious or political ones.
Think about what you want to express
Now that you know exactly the meaning behind each color, you can choose one. Here you should really focus on the personality of the brand. For example, you might like green because it expresses freshness and safety, but such a color won’t be good if your brand has a more sophisticated image, that uses a glamourous image.
Therefore, you should think first about the most important traits of the brand. An animation studio such as Spiel Animations can also help you to make the connections that you need. Nevertheless, the color must be directly related to the dominant characteristic of your brand.
Age groups and gender
Sometimes, you can even take into account basic information about your target audience. There have been many studies that focus on colors and you can do a little bit of research before you make a choice. For example, if your product is for both men and women you can choose blue, as this is a color preferred by both genders, according to many studies.
Focusing on the age might also be a wise decision, since it appears that there are differences there as well. Blue continues to be one of the favorites, and people over 70 appear to prefer this color more than anything else. Green is also a popular color for younger people, but you should not choose it if your target audience has many elderly persons, as they do not prefer it.