Enhancing Brand Emotion Through AI and Color Theory

Can Google's new AI features revolutionize how we understand and use color theory in design? Unlock the secrets of Google's latest AI advancements, from AI-generated summaries to side panel thumbnails, and discover their potential to transform search engine functionality, website traffic, and even monetization. Using the vibrant example of yellow, we illustrate how Google’s AI can enhance user experience by providing concise, insightful summaries on color theory, making information more accessible and visually appealing. We'll also sprinkle in some fun cultural references, such as DC Comics' Green Lantern, to keep you entertained as we explore these technological marvels.

Imagine your brand as a symphony, where each color plays a crucial role in evoking specific emotions and responses. In this episode, we emphasize the importance of color harmony and its powerful impact on branding and design. Learn practical tips on using color effectively, like how red and yellow can trigger hunger in fast food branding, or how blue can foster calmness and trust. We'll guide you through the creation of mood boards to visualize and communicate your brand's emotional impact. If you're questioning your brand's color choices, we even offer a free consultation—just bring coffee or root beer! Join us for an enlightening discussion on mastering color to keep your nerd brand strong and resonant.

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NerdBrand is a national branding and advertising agency based in Louisville, KY. From establishing your brand identity to guiding your day-to-day marketing strategies, we bring the "why?" of your business to life.

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ABOUT NERDBRAND

NerdBrand is a national branding and advertising agency based in Louisville, KY.

Learn more about NerdBrand.
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Transcript

Speaker 1: 0:03

uh, people need to kind of I don't know, maybe they'll haven't heard it in a while. Yeah, yeah, color theory yeah, I know it's magical color theory, so welcome to this episode of their brand podcast. It is me and jacob again. We're actually experimenting with the new google uh ai, and how works. Did you see how that slid in when I clicked on the image there on the browser? Yeah, you can pull it up on the side.

Speaker 2: 0:49

That's really cool.

Speaker 1: 0:50

Yeah, yeah, they got new features that are coming out with this new AI engine now and the summary overviews and things. Yeah, I wonder if that's Google's answer to get you to click a website, because you see the big visit button in blue For those that are on the Googles and care about an update for that. Yeah, so the new search engine is coming. They've kind of throttled back on it because, yeah, big surprise, number one placement of ads is a little aloof. We don't really know where the hell they are. I don't see them and I've done a search in Google on what is color theory. So this episode is brought to you by what is Google calling this thing? Now? I don't know Google's AI.

Speaker 2: 1:33

The future Skynet.

Speaker 1: 1:34

Yeah, the future Skynet, we don't really know.

Speaker 2: 1:36

Anyways, it keeps changing the name. There you go. That's a good way to put it, Just Skynet yeah we really don't know what Google's calling its AI anymore.

Speaker 1: 1:44

We quit following that after, I think, the second change. We were just like all right, well, just let us know when it's done. Anyways, yeah, the news came out, nbc covered it and everything. They were like oh, it's going to be great, it's going to be awesome, everything is awesome and it's not awesome like the Lego movie. And so what's happening is a lot of websites are just not getting traffic anymore. They're just losing traffic, which means they're losing money, and so it looks like they've put out some new features. If this show was on video, you would see this. But the AI overview is kind of like a summary. It's like you and me talking about it so what is color theory? And then it goes out. It's not scraping the internet or the content on the websites. As far as I know, it's kind of doing what you and I would do as a person.

Speaker 1: 2:32

You know it's kind of like you know, if I I've said this before like if I say peanut butter and you know it's going to spit this out and say it's blah, blah, blah, and then it's going to have a couple of what we call cards underneath it uh, for websites, and literally a couple or maybe three is what this one has looks like the max space or room for it is three yeah, right, right and yeah, the third one's cut off and then it's got a show more underneath it and if I click on that then it'll just keep taking us down the rabbit hole on the search engine itself, kind of like when you need to go down a rabbit hole on youtube does the same thing now on the search engine. But there was a thumbnail in the ai overview that it pulled from medium um and it was not one of it's, not one of the websites. It's underneath the overview, which is interesting, you know, and it's got learn of the websites. That's underneath the overview, which is interesting, and it's got Learn More above it. I didn't click Learn More, I clicked the. You know my mouse is still on the thumbnail. When I clicked on the thumbnail a side panel slid out and the thumbnail is larger for color theory. So it explains the different colors and what they are. We'll go through them.

Speaker 1: 3:44

But in color theory and graphic design, color theory is the, you know. So it explains the different colors and what they are. We'll go through them. But in color theory and graphic design, color theory is the sky ellipsis. That first one is from Medium. I've not hit show more, I've not done anything because I want to stay here for a bit with it. We're going to talk about the new Google as well, since this is a great question to ask the search engine to experience the new AI. If anyone out there is in beta to kind of see what you know, maybe we're seeing and kind of understand like, yeah, this is a big change. So, anyways, let's go with what? And while they're there, jacob, you want to start off with happiness.

Speaker 2: 4:27

Happiness. So everyone listening at home or wherever you're listening, there's a color range too. There's a color range. So take a moment, take a guess. What color do you think is happiness? Three, two, one it is yellow.

Speaker 1: 4:43

I know I was thinking like the song happy. Yeah three, two, one. It is yellow.

Speaker 2: 4:45

I know I was thinking like the song happy yeah, yeah, I mean I could see happiness being yellow, because I mean most people aren't unhappy when they're in the sun, unless if they're in the sun too long yeah, then you're not unhappy, then you're a lobster and you're red, and you're bad and you're a little different one, but but yeah, I would say yeah, I could see yellow being kind of like more of the happy kind of color.

Speaker 2: 5:06

It's very bright, you know, especially even if you're looking for decor and stuff. Yellow stuff has a tendency to be like that I'm not seeing on this color wheel. But I would say yellow also has fear.

Speaker 1: 5:21

Well, yeah, maybe because that is legit. I mean, it did obviously come, it comes, I know you're green you're going green lantern dc comics.

Speaker 2: 5:28

I was actually just thinking that I was like you know, we ought to do another one, just with dc and this, and then we'll pull. Hey, I can pull up the dc photo, the different lanterns, and then I mean what they're going off of, how they do the color right they are.

Speaker 1: 5:41

They have the exact uh colors and they're probably more accurate to this color wheel and what it calls them, because it says happiness is yellow and then it's got cheery in the orange spectrum, which is fine, but it also is, I know, because it's the color we use it does have an impetus of arrogance and confidence. Confidence, yes, and we are known for arrogance and confidence, and I don't know you pick which one. You want to think it is first, but look, you know we just do jobs and you know we're nerds. We're not exactly, we're not socially aware people, so we're not really arrogant, we just don't know how to act. Okay, Right, the green is nature. Now, I know for a fact green is like rebirth.

Speaker 2: 6:32

Rebirth or refreshing, start new. It's very spring mentality and kind of like, hey, let's start up new. It also has more of the negatives of fear, jealousy or jealousy and envy. Yeah, that's usually where that would fall under Right. It also has more of the negatives of like fear, jealousy or jealousy and envy. Yeah, that's usually where that would fall under Right. Right the negative side, because these ones are like all more positive one, but obviously each color has a positive and negative. I would say, yeah, it's like.

Speaker 1: 6:55

Yeah, yeah, you can see where it like takes a shift and then popular, that's the blues Blue.

Speaker 2: 7:07

That's always the trust, though blue is usually like trust or calm. A lot of banks use blue. Uh yeah, blue and green are usually more towards banks financial institutions, things like that insurance park, uh credit union right, right, their whole thing is all blue and green, yeah now new purple is purple spectrum.

Speaker 1: 7:22

I that's royalty. I've always known that because the color of purple in robes going all the way back to the first century. Yeah, that's always been a rare thing, so that's what they wore.

Speaker 2: 7:33

Yeah, that was always a big deal, was it, saul, when he was given the purple robe at one time? Or am I mixing it up? Then obviously Jacob and his company colors, obviously. Or my mixing up. And then obviously Jacob and his color, many colors, obviously. That's more than just purple, but the fact that had so many colors was the reason why it was such a big.

Speaker 1: 7:51

Well, I mean, Paul was a tent maker, um, but no, he really was, that's well, bob.

Speaker 1: 8:02

Uh, he builds bridges, yeah I mean, but it really was. It's actually in acts. Uh, you can find it in that in the book of acts. Um, yeah, but, and he talked about royalty and I think in there there probably was something that's been a while but yeah, and so, yeah, it's royalty. Like now, how that applies to marketing and all that we'll find out here soon when I click the next button, because I'm sure it's going to give us those things Real quick here. The black and to gray spectrum so those are split. The black spectrum is luxury, so a lot of people use weirdly that. It's kind of overdone. Like you go to a website and it's got a black background and white text. I'm like, don't do that. It's black on black. Yeah, you know it. It may look good but it really is a very. It's just hard to read, but it's, it's luxury. Like the nerd and nerd brand is black and the glasses are um as I think they are.

Speaker 2: 8:56

I check our own branding On the wheel. There their orange is the cross away from the black.

Speaker 1: 9:04

Well, I know that Mitch did that for a reason. Because of that he wants to. He'll tell you he's like the brand has to grow up. So what he'll say is a nice way to mature it. You know, because you're hitting a different audience now or you want to hit a more mature audience. Basically, what he's saying is in a nice way, you want to hit a more mature audience. Basically, what he's saying is in a nice way, you need to not look like a child. Did your doodle and that became your lookup.

Speaker 2: 9:25

Yeah, there you go. He will hate that I say that.

Speaker 1: 9:27

But you know, that's kind of what I hear when he says that, um, he'll probably be like oh so the one time I'm not there right, he's like the one time I'm not here, you didn't get it right, uh drag my name to, to the line I did and didn't say yeah. So what did that say? I can't read that. Calmness, calmness. So the gray to white is calmness, mm-hmm, and I wouldn't have gotten that. I would have thought that would have been a color.

Speaker 2: 9:53

Actually, it would have been like a purity yeah, at least the white would be more of a purity in that. Yeah, because that's why brides wear white. That's the whole point of it, right.

Speaker 1: 10:02

Yeah, and then, of course, red. It's got powerful, and I know that for a fact that that's like passion and anger, yeah, all that kind of thing. So, yeah, there's a negative to every one of them, but in marketing it's like there's reasons behind these. Anyways, color theory is the study of how colors work together and affect our perceptions and emotions. It's a combination of art and science that helps artists and designers choose colors for their projects. Color theory can help designers create visual designs that are impactful, improve user experience and express their brand. So you can tell a robot wrote that, because it actually said the same thing like two or three times.

Speaker 2: 10:46

Yeah, they kept saying color theory for some reason.

Speaker 1: 10:47

Yeah, it's like I know what it is. It's in the title. Um, color theory is when you have a color theory. Yeah. So a color wheel, a visual representation of all colors humans can see, uh, and arranged in a circle to show their relationships. Sir isaac newton invented the color wheel in 1666. What an ominous date or year. Yeah, color harmony Colors that look good together. Designers can use color harmony to create a particular look or feel. You know that's important. Especially in the next one is color application or context how colors are applied in design.

Speaker 2: 11:25

It's almost like the last two harmony and application are really like what you want to really kind of hone in on. If you're going to like look for you're going to start the road with branding because I mean, it's, it's, it's just. When I hear color harmony, I mean that they look to go together. You know, yeah, they're synergizing together, but like it's like the sound of the color coming together like an orchestra, like it's that idea. You want your sounds to be like all right, cool. You know that the, your percussion and your woodwinds and all of them are kind of coming together.

Speaker 1: 11:45

In that aspect, instead of this will be a really good one for Mitch to be here, cause even he always picks on people's attire.

Speaker 2: 11:51

It would be great Good to be on there.

Speaker 1: 11:53

Well, I'm just saying Mitch, always like Mitch, like this quiet um, I don't think he does it on purpose, but like mitch is like a fashion, like person, like oh yeah, if you got a wrinkled shirt on, he'll point it out.

Speaker 2: 12:07

I'm serious. I mean in our photo shoots, like he was just taking a photo of my hand grabbing something, but he was like fluffing my shirt, so in that way it just was like leveled it out and I was like, all right, cool.

Speaker 1: 12:18

He's like don't move, I'm about to have to move your shirt I know everybody thinks like oh, mitch seems like a really fun guy, right, do a photo shoot with him and then, if you're positioned and you move, god bless you to make it to the end of the afternoon. But he knows what the hell he's doing, uh, but no, he really is. Like the color thing, like he will say, definitely a lot about matching correct colors. That you know you. Just you have to, because what do you? What are you trying to communicate? What are you trying to to do? Because you can't give people like whiplash. Um, you know why is that color showing up out of nowhere? What's the justification for it?

Speaker 2: 12:58

you know, I think that might be something as close as I can think that he would probably say um, I mean, even with like the shininess or like the glossiness of colors you know and how they pop, you know it's going to definitely change it up as well.

Speaker 1: 13:11

I think that's just a regular color appeal yeah, I was looking for the one that um had. You know, like the, the meanings of the colors, because they are, they do exist.

Speaker 2: 13:23

Oh, right here. Oh, is this it? No, looks like it. Oh, never mind.

Speaker 1: 13:30

No, that's not it. Good try, good try.

Speaker 2: 13:33

Oh, or there you go. The one that says color theory, the left, one more here. Oh, so that one, or the one right below it yeah, they got complimentary on here.

Speaker 1: 13:44

They got primary, secondary, tertiary colors. Yeah, color, uh, cool colors, warm colors. You know those are. Those are things but I was looking for like emotional, like like we talked about on the last probably. Look up mood dreams. Yeah, well, you know mood boarding is a thing. Um, when you do uh branding, branding like cause, you know you have people that are I don't know what you're thinking and they don't know what we're thinking, and so you have to work through the process of color choices and branding. And the way you do that is you have to do a mood board Like what mood are you trying to evoke out of people? Right, so, like you brought up McDonald's in the last podcast and why they use red and yellow, you want to tell people that.

Speaker 2: 14:28

Oh yeah. So red and yellow are colors typically to tell you that you are hungry and you want to eat or you need some substance in your body. So it's also. People say that part of that is the idea. With in the morning, with this morning morning dawn, it's very red and yellow, bright out you want to eat. When you wake up in the morning, it kind of leads into that oh, here we go, yeah there we go found some, so it's not even don't even have red on there, though you notice that might be down a little bit further.

Speaker 1: 15:01

Uh, oh, oh oh, it's the mood rings no, I don't want tertiary, secondary, yeah, so yeah, red will make you hungry. Uh, it's like when you go to a buffet, you get red plates. Um, you know, I don't know if they still do that, though, or not. This one here.

Speaker 2: 15:23

Let's see, yeah, it's a mood ring still, but no, it's still.

Speaker 1: 15:28

It's pretty good like okay. So blue indigo increases calmness, peace, love, honesty, uh, kindness, truth. It's why facebook's blue, so you trust it yep, uh, you feel like calm, emotional, uh depths and uh devotion okay, I was getting ready to read that. I was like, I was like ovulation. I was like what the crap?

Speaker 2: 15:51

okay, it is.

Speaker 1: 15:51

It is very fuzzy, yeah it's the internet's, you never know. Uh, green, oh sorry no, go ahead.

Speaker 2: 15:58

Violet, yeah, clockwise, like american. Um well, I never do anything right. Well, that's why you always look left. All right? Violet stimulates intuition, imagination, universal flow, meditation, artistic qualities.

Speaker 1: 16:16

Yeah, and red is physical energy, vitality, yeah, vitality, okay, stamina, grounding. We're reading these off of what somebody's created. It's pretty accurate though Stability, passion. Orange stimulates creativity, productivity, pleasure, optimism, enthusiasm, emotional expression. Again, that's why we use it, orange, you glad it didn't say purple, mm-hmm. God, he got one in. He made. Give yourself a, give yourself an applause, thank you, thank you everyone. Thank you everybody. There's your dad joke uh, yellow increases fun, humor, lightness, personal power, intellect, logic and creativity. Now, that's, that's more accurate for for yellow, that doesn't really get you the, the fear like you were talking about.

Speaker 2: 17:10

But you know, I am going to look up the green lanterns if you want to talk about that supports balance, harmony, love, communication, social nature, acceptance, which I think is pretty accurate as someone who I don't. Green's my favorite color, so I've always been. Um, we gotta do the green lantern rings. There you go, um, but yeah, I can see where I'm sorry, I'm trying to read this as well, but green has always been kind of one to me, that's it's either very nature, but it's very like friendly and like wanting to help, or like right in that, like it's more of an active going thing. Um, actually, one of the books I'm reading, a wheel of time, there's what's called, uh, they're called eyes to die, whatever they're women's more magical abilities and each fall under a different color aja, and that aja kind of bases their characteristics. So it's another one that's color-based on their things. You can even say color-based for Power Rangers. Why are there different colors for each of the Power Rangers?

Speaker 1: 18:11

Yeah, yeah, I mean, we're looking up right now.

Speaker 2: 18:13

Because they can make money on them.

Speaker 1: 18:16

Of course, it's called merch and toys. That's always the lifeblood of any franchise, not the actual film. Anyway, speaking of which, uh, we looked up the green lantern ones, um, and you know if you're a fan of dc comics, uh, you know, willpower is green. That's the green lantern right. Um, fear is always the primary enemy, so it's like anything yellow gets on to green lantern, like yellow paint, which I always thought was funny. Um, you know, that's basically demobilizes him and just stops him or something like that.

Speaker 1: 18:48

Anything yellow, uh. And so that's what yellow is. It stands for fear. White is life.

Speaker 2: 18:55

Um, there's only uh, two times where you see actually a white lantern hal jordan became a white lantern hal jordan, and then um, and then didn't Batman in one of the storylines?

Speaker 1: 19:10

No no.

Speaker 2: 19:10

His knowledge? No, because he gains the knowledge of all the rings and basically finds out he killed his parents, the whole storyline.

Speaker 1: 19:18

Yeah, I mean all they got here. I think it's funny. They got love as this. I wouldn't call it purple, it's more like a magenta.

Speaker 2: 19:25

Yeah, magenta. Magenta for your ink and toners, yeah, yeah and that's a starfire right, not starfire um what's their name?

Speaker 1: 19:34

well, while you ponder on that, no, what uh one uses.

Speaker 2: 19:38

It's how jordan's ex-girlfriend right, she.

Speaker 1: 19:41

No, I know you talk about. I don't remember her name either.

Speaker 2: 19:43

Oh man, she's always a part of the League of Villains. Yeah, legion of Doom, there you are.

Speaker 1: 19:48

Yeah, rage is red, compassion blue. Greed is orange. I remember seeing an episode on that in Justice League, I think it was 2004.

Speaker 2: 19:58

There's only one that's greed. Right, that's another one that's very weird. Yeah, there's only one that's greed, because he's too greedy to give it away to anyone else, right, right yeah, uh, death is black and uh, hope is blue.

Speaker 1: 20:12

So those are. I guess it's a light blue because compassion, compassion is probably indigo yeah it's. I wasn't gonna try to tackle that because I was like it ain't purple. I don't know what it is, but I'm gonna go with the other one. Says blue. Says blue to me why ain't this purple?

Speaker 2: 20:28

yeah, I'm like I don't know man it's like so when you look at the one on the left, yeah, I see it's a lot more purple. Oh yeah, okay, yeah, so it is more indigo, and then blue is hope okay, uh, makes sense now.

Speaker 1: 20:41

Well, there's the actual characters that I think maybe you were thinking of her, yep, yep, yeah, her, okay, yeah, so, anyways. So color theory is used in restaurants, it's used in storytelling, it's used in packaging. I mean, you go down a cereal aisle. If you have a very sensitive eyes to color, do not go down a cereal aisle. Oh my goodness, yeah, it's a color overload there. It's like a rainbow exploded, um, and it's that way on purpose. It's why it's in the center aisle in the store anyway, um, and it's strategic, but they do it for a reason, you know, because they're trying to appeal to kids, right?

Speaker 1: 21:22

so you're going to see a lot of colors that are just geared to them. You're not going to see a lot of black. You're not going to see a lot of colors that are just geared to them. You're not gonna see a lot of black. You're not gonna see a lot of these other colors that we talked about that have negative emotions.

Speaker 2: 21:32

You're gonna see, all these colors are gonna make them feel like disney but if, even if it is a negative emotion, um, it's put with a positive spin. So, like lucky charms, you're chasing the guy like you're actually like trying to kidnap a guy, like way to make that dark. I mean, it is count chocula, he's trying to trying to catch you for the chocolate thing.

Speaker 1: 21:54

Same with twix leave it to jacob to tell you like. Let me tell you the dark side of this taste the dark you're sure you're like the grim tales of, you know disney fairy tales it's like. Let me tell you the original story I love listening that stuff.

Speaker 2: 22:14

I love even watching on or like listening or watching on, uh, youtube. They do um, both like cinema sins where they kind of break things don't make sense, as well as, um, what's the difference? Where they compare movies and books, even if I've read the book and watch the movies like I still want to hear their taking case if I miss something. It's just yeah intriguing to me.

Speaker 1: 22:34

I like having that with movies in particular yeah, I mean when you speaking of movies, I mean when you're watching a horror movie, there's this um editing, they do where the color is. You know, if you watch blooper reels you're seeing like the raw footage and you can tell like it's very looking yeah, it's very blah but that's actually how it really looks.

Speaker 1: 22:56

When you look at the fully produced and edited version, they've made everything warmer. There's this equation that every editor has, and this is how we want this feel to this footage to look and feel when people watch it. So horror is always got a blue tint. Westerns are more yellow, I think. So there's like these color theories. They they apply to film.

Speaker 2: 23:19

So actually on that color theory, on the ai generating one, in that last paragraph paragraph it actually started going into Stanley Kubrick and his stuff using red and blue, with his color pattern.

Speaker 1: 23:31

Yeah, yeah, and he was like. He's like one of the guys that you know there's so much meaning in all of his films. The Shining is always going to stand out to everybody. It's got the weirdest opening scenes. If you really try to not watch like jack nicholson and everything, if you just kind of look at what he's doing, just watch it on mute and you'll start to laugh. Because he's sitting on a couch in the waiting room and he's reading a playgirl magazine, which is like really seriously. And then behind him there's all these movers moving furniture in, but they're like carrying stupid stuff like one chair, one lamp, you know an end table, and they're one at a time. That's not all of it, it's always one.

Speaker 2: 24:22

They're never carrying two things at once, and the cadence of of them.

Speaker 1: 24:26

It's like an audio, like a heartbeat, like boom, boom, boom, boom, boom, boom, because I think he's trying to show the hotels alive, right? So it's got all these little things in it. But yeah, you're right, and the colors of the furniture in the shots, the colors of the clothes the actors are wearing, also have importance and are part of that theory.

Speaker 2: 24:46

Yeah, because Danny wears blue overalls for most of the movie. Yeah, yeah, so his is like the kind of Carefree, yeah, like he's not all. And then the ball, like her clothes, kind of slowly devolve, devolve, devolve.

Speaker 1: 25:02

Yeah, I saw where you were going with that, but I really didn't want to give you the satisfaction. But I was like all right, that's all right, he's going to go there anyways. Everybody knows this now.

Speaker 2: 25:14

If there's a will, there's a way.

Speaker 1: 25:15

Yeah, so that has been this episode for Color Theory. So if you're wondering, am I using the right colors for my brand? Well, you know where to find us and how to reach out to us. We're happy to sit and talk with you. It's a free conversation. If you buy us coffees, or if you buy us root beers, we're happy to do that. Anyways, anything else you want to add to the episode.

Speaker 2: 25:37

No, keep your nerd brand strong.

Speaker 1: 25:38

Yeah, that's pretty much it. We'll see you next week.