The Power of Colour: Psychology in Product Photography
Colour theory is a systematic study and application of colour, it’s a tool that encompasses and influences emotions, perceptions, and purchasing decisions. As a commercial photographer, understanding colour psychology ensures I as a the photographer can produce a compelling image that resonates with the brand identity and the audience. Helping the engagement of the photograph and helping to accentuate the story. As understood by Kris Decker (2023), “colour theory is both the science and art of using colour” the colour wheel helps visual artists to distinguish colour and is used to recognise different combinations and schemes.
In colour theory, colours are organised on a wheel and grouped within three core categories: primary, secondary and tertiary. Primary colours are red, yellow and blue, serving as a base for all other colours. Secondary colours include orange, green and violet, being two primary colours mixed together. Tertiary colours are the results of mixing primary colours with a secondary colour, such colours include red-orange, yellow-orange, yellow-green, blue-green, blue-violet and red-violet.
Then further categorised into seven harmonious colour groups, which combine two or more colours to produce an overall visual harmony. Those being analogous, which are relaxing colours seen next to each one other on the colour wheel, creating an harmonious effect. Then monochromatic, which uses variations of the same hue, and triadic, uses three colours which are evenly placed around the wheel, resulting in a vibrant scheme which balances the colour, reducing the viewer from becoming overwhelmed. Tetradic (double complementary) is two pairs of complementary colours, which form a rectangle on the wheel, offering balance.
A shoot which shows the impact of colour theory is the Adidas Spezials shoot. Initially, I believed the complementary colour scheme of blue and beige of the shoes would create a sleek, well-contrasted image. However, while shooting, I found that the tone of blue didn’t align towards the brand’s identity, resulting in experimenting with a monochromatic colour scheme, which I believed aligned better towards the colour scheme of the shoes and the identity of the brand.
Colour theory is a crucial part of my practice, shaping consumers’ reactions and ensuring I align the colours chosen with a brand’s identity. It is a fundamental knowledge for all creatives to have, using the wheel allows for a clear exploration of colour and drives engagement.