Colour and Graphics

Colour and graphics are media codes: design choices that create meaning in print products, including packaging, and on websites. Graphics include images, icons, illustrations and shapes. They are not just decoration: each choice should help the audience understand the product and know what to do.

On websites

A consistent colour scheme ties a site together, while a contrasting accent colour for each section helps you recognise the homepage, shop or help area. A bright button or a clear icon supports interactivity by showing where to click, search or send a form. Graphics such as arrows and illustrations help navigation because you can follow them without reading lots of text.

For example, a community library site might use a dark green header on every page, a calendar icon for its events section, a magnifying glass icon beside the catalogue search, and one amber Reserve a book button. The green header confirms which site you are in, the calendar icon shows that this is the events page, the magnifying glass explains the search tool, and the amber button stands out as the main action.

On packaging

Packaging uses colour and graphics to appeal to a target audience. Bright colours and simple shapes may attract younger buyers, while muted colours and clean, detailed images may suit an older or more professional audience. The graphics should support the product's message. A gardening glove packet for older gardeners might use soft green, a clear photo of hands planting and a small leaf icon; a beginner's chess set box might use bright red and a simple pawn outline. Each choice tells the shopper what the product is for and who it is for.

Purpose and context

A youth theatre group's website might use playful block shapes and bright blue to feel welcoming, while an accountant's site might use grey, navy and simple line icons to feel trustworthy. The effect on the audience matters: the colour or graphic should guide attention, set the right mood and make the product's purpose clear. The same colour or graphic can mean different things in different contexts, so choose it to suit the audience and purpose.