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How to create color palettes with narrative meaning

Color as language: Palettes with narrative meaning. A color palette with a narrative sense is not just an aesthetically pleasing combination. It is a chromatic selection that responds to an intention, a story and a specific emotion. When color is chosen from the meaning and not from the trend, it stops being decoration and becomes language. Color communicates before form and before text. It can reinforce a message, generate visual coherence and build identity. Therefore, creating a palette with a narrative intention implies asking ourselves what we want the observer to feel, perceive or remember. Color as a storytelling tool. Each color activates cultural, emotional and symbolic associations. Warm tones tend to be associated with energy, closeness or vitality; cool tones with calm, introspection or distance. Intense contrasts can convey tension or dynamism, while soft ranges evoke serenity or nostalgia. Film uses color to place us in an era or to reinforce the emotional arc of a character. Illustration uses it to define atmospheres and audiences. In branding, color builds positioning and differentiation. In photography, it determines the narrative tone of an image. Thinking of color as part of the story allows each chromatic decision to have a purpose and not be simply ornamental.

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Elvira Angel

@elvirangel

Minas Gerais, Brazil

@elvirangel
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Copywriting: Principles of Writing for Advertising

A course by Erica Igue

Marketing, Business, and Writing

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Elvira Angel – @elvirangel
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