All Things Premium: A Color Story Behind the Yellow in Our UX Design
The language of color is full of nuances and layers. That’s why when a group of colors is chosen for a branding scheme or design system, it needs to tell a story. Colors carry connotations and meanings. They elicit emotional responses and sensations through associations.
When the branding and UX designers sat down to visualize the colors of the Freepik design system, they had a lot of things to consider. Freepik was evolving to The Freepik Company and all the colors needed to be harmonious throughout.
The Freepik color has long been a lovely shade of blue, which the designers lovingly call Freepik Blue. To this color, they added Piktab purple, Freepik Company dark blue and Flaticon green. The one color which makes an appearance across all platforms is the rich yellow of the premium crown.
As you scroll through the assets on the Freepik Company platforms, you will notice the little yellow crown on the top left corner of some graphics and photos. This crown symbol specifies that those assets are only available with the Freepik subscription.
The designers at Freepik chose this rich yellow as the color of the premium crown for a few reasons. Mainly, it’s because the color yellow with a bit of an orange tone is associated with the color of gold. Consequently, gold is a color associated with things of value and quality. Put together the golden yellow with a crown and the association is complete.
From a designer point of view, the Freepik Premium Yellow is the complementary color of Freepik Blue. A complementary color is one that sits perfectly opposite another in the color wheel. For example, green and red are complementary colors.
The use of complementary colors in design is a well-known technique to call attention to certain elements. The yellow shows up nice and bright around so much Freepik blue, and that’s why it’s perfect as the color for the crowns.
What’s the history behind this golden yellow?
In history and culture, rich golden yellow is associated with the sun, vibrant spring flowers and the autumn sun. During the Renaissance, rich golden yellow was used to colorize vibrant women’s dresses or golden locks of hair. Van Gogh’s famous Sunflowers painting is a delicious harmony of golden yellows.
In China, yellow is the color of happiness, wisdom, and glory. It signifies the center of the compass, therefore the center of the world. Chinese yellow is imperial, royal and magnificent.
Since the Victorian era, yellow has been associated with monetary value. Gold coins were the regular currency, only later changing to other metals.
Nowadays, yellow is a color used to call attention, to stand out from the rest. For example, security tape, road signs, and neon-lined clothing for nighttime cyclists.
Yellow color psychology in marketing
Golden yellow is a really interesting color, it’s bold and loud and present. In marketing terms, yellow is an underdog; Not usually taking the foreground and mostly sticking to the sidelines. Whenever a golden yellow shows up in any sort of visual marketing graphic, it calls attention, no matter what color is around it. The sight of a vibrant golden yellow makes people feel good, and like whatever they are looking as is “worth it.”
The Freepik designers use the brand colors along with similar hues to add depth and give variety to the content. The visual graphics which uses most of the colors in the palette are the Freepik illustrations. The crown, for example, is not made of just the golden Freepik yellow, it has two other hues to give the crown dimension and bring it to life.
How you can use Freepik Premium Yellow in your designs
You can try adding Freepik yellow in your designs by using this hex number: #FFB229. The chart above also includes the numbers for the RGB and CMYK color systems. Freepik uses yellow as an accessory element, but you can use it as the main element. Give a rich yellow background a try, or metallic effect golden typography.
Add golden yellow to your illustrations, try using the complementary blues and violets or some tertiary hues of turquoise and pale green. The trick behind using yellow is to always keep it away from any blue. As soon as you change your yellow into a greenish hue, it turns into a sickly tone which makes nobody happy.
Are you a love of golden yellow? Had you noticed how the Freepik Premium Yellow was complementary to Freepik Blue? What do you feel when you see the color? What association do you have with it? Share with us in the comments! Follow along with us this month for more stories full of yellow color ideas!