Field Notes Politiken “Color”

Politiken predominately uses black, gray, royal blue, and RED. 

Red is without a doubt the most important accent color. It is used throughout the paper for pullout quote style, cutlines, rule lines, and more. It is also a crucial element to the nameplate/masthead design.

 

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I noticed an interesting trend: red and other warm hues are usually used for their most important imagery. This creates hierarchy. Our eyes are automatically drawn across the page following the Red.

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In some cases, Politiken uses royal blue for important imagery. Even so, you will note the red accents on the page.

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What impresses me most about Politken is their ability to design around red. Lets be honest with each other, red is a beast. It is bold. It commands attention. And while Red, Black, Grey and Blue work well together sometimes you see this….Screen shot 2013-03-17 at 11.47.39 PMI am in awe. How did the designer manage to use a Bold Red. Bold Blue. AND Bold Orange. They should be competing, but somehow it works together. LOOK AT THE FRUIT AT THE END! The Bold Red and Orange together in one image. Its amazing.

Overall, I’d say that Politiken’s use of red is an excellent show of identity. Of attitude. I know a Politiken page from the slightest glimpse of the colors. What is truly remarkable, is the fact that Politiken successfully uses bold hues together without becoming a People Magazine of pastels.

hannahklein