Monochromatic refers to the use of one color in various shades.
Simple examples of monochromatic color can be described as varying shades of gray, like our early black and white television programming, or sepia photographs of times past. But make sure you do not equate monochromatic with boring or old-fashioned!
“Color is a power which directly influences the soul.”
Wassily Kandinsky (Russian artist, 1866 – 1944)
Even a single color can speak to the soul. Need proof? Look around and take inspiration from nature. (God is a pretty good artist, yes?) See how impactful monochromatic can be…
So how does this color concept apply to your marketing? Let’s say that you are having an ad designed. You feel that it needs to draw attention to itself so that people will pay attention to your offer. You think that using a lot of bright colors is the way to accomplish this. Right? Maybe. In fact, the exact opposite can be true.
There are a few reasons why you’ll sometimes want to stick with one color in your marketing collateral.
The outcome of using a single color is that the design becomes minimalistic by default. The benefit of minimalist design is that it reduces distractions and lets the message shine through.
Using a monochromatic base gives you the perfect opportunity to still highlight your message or call to action in a single contrasting pop of color, so it is the only thing to stand out on your piece. Introducing even one more color to this will diminish this impact. Too many colors can be distracting to the eye, and create a disjointed experience for the viewer, taking away from your important message.
Are you a high-end sophisticated brand? Or, at the opposite end of the spectrum, unpretentious and simple? Surprisingly, both can benefit highly from a monochromatic palette. It can single-handedly be both sophisticated and simple. Particularly if a palette is not well thought out or considered, a liberal use of color is an instant indicator of inexperience. That is certainly not the impression you want your business to give off!
Whatever your brand color is, the use of it is always an opportunity to reinforce your brand. Instead of diluting it with a bunch of different colors or even full color photos, why not capitalize on the power color has to bolster your brand association?
An example of monochromatic marketing material is the below poster for the “Shades of Purple” event. In this case, the use of a monochromatic color scheme supports the theme of the event itself, so it was an easy decision to use this palette.
Monochromatic color schemes certainly have their place. Now, there is absolutely nothing wrong with using multiple colors (within reason!). You can easily build a harmonious color palette of 5 or 6 colors and still have a successful design. A monochromatic palette is simply another tool in the design toolbox to be used when appropriate. Use it to help enhance or better communicate your message. Remember to have fun with your design and make a professional and profound impact.
Most print pieces we see are solid and rectangular, but this doesn’t have to be the case. If you want to make an impression with a unique print piece, consider die cutting to add interest, increase memorability, and to reinforce your brand or a particular message.
What role does psychology play in design? A big one. You don’t have to be a student of Freud to understand how basic psychological principles, when applied to design, can have a measurable impact.
If you’re around a graphic designer for any length of time, you may notice them using the word “typeface”. Smart guy (or gal) that you are, you eventually figure out that’s just another word for “font”. Oh, but you’re wrong. (Or are you?)
