“COLOURS ARE THE SMILES OF NATURE”

James Henry Leigh Hunt (1784-1859)

This post includes The Colour Theory

Bowery Farms

Good Example

Who Are Bowery Farms?

Bowery Farms are smart, modern indoor farms that can be found on the outer circle of a central business district. They were created in order to introduce a new sustainable and ideal environment for plants to grow. Bowery farms come with many benefits. They allow all different types of plants to grow throughout the year whilst protecting them from pollution, pests, and the constant change of weather. They have a stable environment to grow.

The Logo

Black and white against each other creates a strong contrast thus allowing the wording in the logo to clearly stand out. Both colours are also classed as modern colours which suites the aim of the company, modern farming. Both black and white are seen as sophisticated and are associated with elegance.

The two different shades of green in the logo contrast against one another, it is because there is two separate shapes that both want to be seen clearly. They’re both in the shape of a leaf. The colour green is often associated with nature, freshness, and growth as this is an earthly colour. This colour is important to the logo, and it helps to show what the company is about without knowing what it is. The colour within the logo is important to the company as it implies freshness and growth, which is the main aim of the company.

Infarm

Bad Example

Who Are Infarm?

Infarm is an indoor farm just like Bowery. Infarm use new technology that has unique climates in order to grow multiple plants or produce at once. They use a machine to collect data from all of their produce as they are growing in order to see what they can improve next time and how they respond to the slightest change in climate. They’re currently growing 7 different types of produce.

The Logo

There are only two colours used within this logo, black and white. As stated previously, black, and white are the two most contrasting colours there is. Both together create a modern feel which does slightly associate with the modern type of farming that they do. However, other than the black and white, there are no other colours used on this logo. This does not help to portray what the company is about. The logo doesn’t stand out from the crowd and there is no imagery taken into consideration within the typography that would potentially help show what the company stands for.

Infarm Redesign

Figure 3 shows the redesigned logo of for Infarm. The font has been kept the same as the original logo. The main change is the colouring of the background and font, this is to help the wording to pop. The colours have taken directly from the site, so they fully relate to the brand. The contrast between the dark green background and the white writing helps the word “farm” to pop, which helps to make it clear what the company is. Also added to the logo are a few things that were taken from the website, they help to show what the company is about so it is more inclusive to the brand.

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The Colour Theory

What is The Colour Theory?

The Colour Theory is the science of art; It demonstrates the perception of colour to the human eye. The Colour Theory is often presented as a colour wheel, it is to show how and what colours can be mixed and what their contrasting colours are. Every colour is made up of a combination of the three primary colours, blue, green and red. It is set out as a hierarchy with primary being at the top, then followed by secondary and tertiary colours. The Colour Theory in which we know today is based on the colour wheel of Sir Isaac Newton – one of the worlds most famous mathematician and physicist.

Why is the colour wheel important?

The colour wheel is crucial to any designer/artist as it displays the relationships between all colours. It helps the Artist to understand the principles behind each colour and allows them to create colour schemes. Almost every colour scheme is made up of 5 individual colours and more often than not, they are mostly complimentary colours (of course there can be contradictory colour schemes too). The colour wheel also helps artists to recognise the temperature of colours. Warm colours have Red, Orange and Yellow undertones, whilst Cool colours consist of Blue, Green and Purple. The temperature of colour demonstrates the psychology and assists the artist in using colour to portray the mood of their pieces.

What are the colour theories of the colours mentioned above?

Black – Black is the most dominant colour of the colour wheel, it is often referred to as “the absence of light”. Black is seen as a modern colour and is associated to power and elegance. on the other hand, it can be negatively associated with death and evil.

Green – Green is a secondary colour made from the colours Blue and Yellow. Green is seen as an earthly colour and often represents nature, growth and new beginnings. However, in a negative light, it can represent jealousy and envy.

White – A lot of artists don’t class white as a colour as it could be referred to “the absence of colour”, however it is symbolic of a “blank canvas”. White is positively associated with cleanliness, purity and and simplicity. on the other hand, it can feel cold and isolated.

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References

Infarm. 2021. About us. [ONLINE] Available at: http://www.infarm.com/about-us/. [Accessed 29 October 2021].

Bowery Farming. 2021. Who We Are. [ONLINE] Available at: https://boweryfarming.com/company/. [Accessed 29 October 2021]. 

Brainy Quote. 2021. Leigh Hunt Quotes. [ONLINE] Available at: https://www.brainyquote.com/quotes/leigh_hunt_153614. [Accessed 31 October 2021]. 

Codrops. 2012. Principles of Color and the Color Wheel. [ONLINE] Available at: https://tympanus.net/codrops/2012/02/28/principles-of-color-and-the-color-wheel/. [Accessed 31 October 2021].

Colour Matters. 2021. Basic Colour Theory. [ONLINE] Available at: https://www.colormatters.com/color-and-design/basic-color-theory. [Accessed 29 October 2021].

Colour Matters. 2021. Basic Colour Theory. [ONLINE] Available at: https://www.colormatters.com/color-and-design/basic-color-theory. [Accessed 31 October 2021].

Figure 4. The Colour Theory. [ONLINE] Available at: https://tifmember.proimageblogs.com/the-colour-wheel-simple-colour-fundamentals/. [Accessed 29 October 2021].

Handprint. n.d. Color Theory. [ONLINE] Available at: http://handprint.com/HP/WCL/wcolor.html. [Accessed 31 October 2021].

Mydomaine. 2020. 10 Best Modern Paint Colors You’ll Want on Your Walls. [ONLINE] Available at: https://www.mydomaine.com/best-modern-paint-colors-4776839. [Accessed 31 October 2021]. 

Smashing Magazine. 2021. Color Theory for Designers, Part 1: The Meaning of Color. Cameron Chapman [ONLINE] Available at: https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/. [Accessed 31 October 2021]. 

Smashing Magazine. 2021. Color Theory for Designers, Part 3: How To Create Your Own Color Schemes. [ONLINE] Available at: https://www.smashingmagazine.com/2010/02/color-theory-for-designer-part-3-creating-your-own-color-palettes/. [Accessed 31 October 2021].

Techwalla. n.d. Purpose of the Color Wheel. [ONLINE] Available at: https://www.techwalla.com/articles/purpose-of-the-color-wheel. [Accessed 31 October 2021].

Verywell Mind. 2021. Psychology. Theories. Cognitive psychology. The Colour psychology of white. [ONLINE] Available at: https://www.verywellmind.com/color-psychology-white-2795822. [Accessed 29 October 2021].