|Carnevale, Venice. Colours chosen deliberately to emphasise the quality of drama and a certain air of sinister mystery|
In my early days as a painter, I went on a painting holiday. Then, I would try to paint the world around me, just doing my best to get the drawing right, and the tones and colours as right as possible. The tutor commented that I was a "tonal painter" rather than a "colourist". At that time, I really did not know what he meant. I was painting what I thought I saw, surely that was enough?
It is only much later on in life that I have realised that I was making no artistic decisions about the colour - I was simply copying what I saw. I did not recognise, then, what a massive impact colour has on the viewer, but I do now, so I often adjust my images to take advantage of the psychological impact of colour.
Well, you may argue...all colours have a certain "duality" - blue is a good case in point ...it may speak of peace and the calmness of a clear blue sky to one, but it may also signify depression to another! So why not just paint what you see?
Here is a rather amusing little colour story for you :
Extensive market research concluded that consumers didn't "resonate with the imagery" of Viagra. They found that the blue colour was too cool and was equated with being sick. The goal was to come up with an enticing color and logo for Levitra. After extensive testing, the team presented Levitra's colour: orange, an extremely vibrant and energetic colour. And the logo? An orange and purple flame. !!
In conclusion, colour does indeed matter - 80% of visual information is related to colour. Colour is functional. Colour subliminally and overtly communicates information.