Close up eye and rainbow reflection

How the Colour of Your Logo Affects the Perception of Your Brand (infographic)

graphic design

Which hue is you?

Many business identities have logos which use a simple palette of black and white to great effect (think Chanel). However as humans we are visual creatures, the eye is naturally drawn to certain things and colour is chief amongst these. By understanding a bit about the psychology of colour, we can use that knowledge to assist in the decisions we make for a logo design which will be the most eye–catching, easily recognisable and memorable face of our business.

Colour is a crucial element in a brand identity. Understanding the importance and influence of colour is key in helping you make an informed and objective choices for your business identity and the impact that you wish it to make.


“Colour increases brand recognition by up to 80%” 

(University of Loyola)


On it’s own, a colour conveys very little meaning, but placed in context with a certain culture, era, gender, or event, the feelings and emotions a colour conveys can alter greatly, and sometimes, to a powerful degree. This is why it is important to identify who it is you are speaking to (target market) what they most respond to, and what it is that you want to say (brand perception).

Colour plays a major role in our visual perception (as does shape) and therefore, a fundamental grasp of colour perception in graphic design is critical in order to create a palette for your business identity that evokes the right audience reaction.

The following infographic shows the most commonly used colours used in some of the most well–known corporate identities of our time, and the associations commonly made with them. However, brand perception is all about the particular situation unique to your situation, so it may vary depending on your industry, service, positioning, tone of voice or customer base.



Start paying attention to the logos you see everyday and take note of the impressions that they create in your own mind. When you are driving down a busy main road in a shopping district and your eye is drawn to one particular sign or another, instead of passing idly by, give it some thought. Why did that logo particular catch your eye amidst all that surrounded it? Is it bright? Is your eye drawn to a particular colour? Is it ugly? Does it have any imagery or is it just text? Is the imagery complicated or simple, beautiful or bold? Does the lettering look smooth and elegant or simple and powerful?

Next time you are making a buying decisions and are researching your different options, (should I get my business insurance with a, b or c?) Pay attention to your initial impressions when you first visit their website or see their logo. To you as a consumer, does it appeal to you and why/why not? In the first 2 seconds, do you feel reassured that they are an established, trustworthy and professional organisation, a cold uncaring, un–relatable global corporation? Or that of an amateur, unreliable and disorganised start up venture yet to get off the ground?

Relate your own experiences to the way you see your own business, as you would like it to be. And reverse engineer from there.

And when in doubt, refer to your friendly neighbourhood graphic designer.

We live for this stuff.



Colour infographic from:



Final Assessment

Life Through a Lens

The brief:

“….Narrative surrounds us in momentary experiences as well as within a sequence of events. The challenge of this assessment task is to capture narrative moments within single photographs as well as (on a broader level) the series that the photographs make up. You are encouraged to explore the idea that in the realm of photography, the whole is the sum of its parts and the parts can stand alone: both aspects contain narrative…

…Choose your own phrase. It must be a phrase, not a complete sentence, past, present or future tense. This phrase will be the theme which drives your photography for this second assessment.”



The light after dark is a photographic narrative that follows a soul who is discovering the benefits of nurturing ones own light in the face of darkness. From a tiny flame that flickers and struggles to exist, to a blazing fire which lights up the landscape, and all of the steps of self discovery in between; her light is a subjective concept, one that is within the realm of the beholder to translate in a way that is easiest to relate to.


The story behind my choosing of this phrase originally was that after shooting water in a very high shutter speed for my first assessment, I wanted to experiment with something that was the complete flip side. Under pressure to choose a phrase by the deadline, and with the knowledge that I had the option of changing it later on, I chose ‘the light in the dark’ with the vague idea that I might do something to do with long exposures.

The idea went through a few twists and turns since then, and I got a semi complete series of the knife makers at Eveleigh works, but was unable to finish the series in time in a way that made sense. Besides, I had already had another idea, one that carried a lot more meaning and significance to my my own recent life experience.

After talking with my lovely new housemate Sjuzannah about the irony that in a city as teeming with people as Sydney, how you can feel so completely isolated when you are new, and people and places are all unfamiliar.


I shared with her my experience of overcoming this, in which I changed my own perception and attitude, from one of self–pity, to acceptance and gratitude, wherein I embraced my own feelings of vulnerability and insecurity.

I decided to reach out where I could, and spend the time I normally would spend on social pursuits on myself instead. I chose to pay attention to my inner feelings and take time to meditate and reflect in a way that was compassionate to myself.


This has been an important lesson for me, and Sjusannah could also relate to the  experience. She agreed to be my model, and together we developed the concept to suit the original phrase, as I was too doggedly stubborn to cop out and change my theme again like in the first assessment.

To get the shots we spent an adventurous weekend which involved getting lost dozens of times and accidentally going over the Harbour bridge twice; hiking through the undergrowth to get our sunset shots at the last possible second, several cheeky & illegal parking spots on inner city sidewalks, setting steel wool alight at Carriageworks and both getting drenched in the fountains in front of a Saturday night crowd… And incredibly, no parking tickets, police, or security attention whatsoever!

So ‘The Light After Dark” as I see it, is a series which illustrates a personal journey. It is my hope to show how for a couple of girls who felt alone, found the rewards of nurturing your own light, being your own support network, confidante and partner. How spending time listening to your inner self and paying care and attention to your thoughts and emotions, facing challenges head on with courage and calm, and overcoming obstacles with positivity and self compassion, is the best thing that one can do to nourish ones own flame so that it can burn bright from within, – authentic, unquenchable and unique.



…so that it may grow…





..into a beacon of light that will guide and protect you, all of your days.




“SPLASH” Water photography Life Through a Lens – Assessment 1

Life Through a Lens


Lesson 5 – ISO / portraiture

Life Through a Lens

This week we are addressing ISO, the final of the three facets which make up the ‘triangle’ of photography. ISO is a way of measuring the sensitivity of your cameras image sensor to light. The lower the number of the ISO setting is, the less sensitive it is; the higher the number, the more sensitive it is to the light. Higher ISO settings will allow you to shoot in lower light without a flash, but also means more ‘noise’ in the image. However, this can be utilised to add mood and artistic effect, as seen in the above examples.


Lesson 4 – Aperture

Life Through a Lens

This week we are addressing aperture, the second of the three facets which make up the ‘triangle’ of photography. Aperture is a measurement of  the amount the blades inside your lens open up to allow light to enter, and is measured in f stops. The wider an aperture, the more light is allowed in, and vice versa. This means that to compensate for a wider aperture (which will be measured by a low f stop, such as f1.8) a faster shutter speed is required to compensate and the same is true in reverse.

Aperture also controls the amount of area in focus, or the depth of field. A wider aperture, (e.g. 2.2) will give a shallow depth of field and a wider area that is out of focus in the foreground and background, otherwise known as bokeh. A smaller aperture (measured in larger numbers such as f22) will give you a much broader area of focus.

This week during the class exercise I was not feeling particularly inspired. I only had a prime lens with me having left my wide angle and telephoto lenses at home. On top of this it was pelting down with rain again and for whatever reason I was feeling unusually self conscious when going out to the city to shoot, so I let myself off the hook for once with the intent to complete the exercises later. Despite being last minute, I enjoyed the shoot I created today, and am myself partial to a wide aperture and a shallow depth of field.

Here is a link to an article with great explanations behind of the nitty gritty and mathematics behind aperture as well as other juicy details.