Antonio’s Mexican Eatery – Colour And Culture

The visual impact of colour solutions

Colour is a powerful tool ….it helps consumers engage….and is a critical factor in the success of any visual experience.”

My initial foray into exploring and analysing the use of colour began with the Brief to design a logo, business card and menu for a Mexican cafe, veering into the arena of Brand Identity.

Colour influences the observer’s response by stimulating emotions and communicating on levels other than reason and intellect. Colour can excite, impress, entertain and persuade.

Mexican culture is typified by brilliant colours and vivid decoration: colourful festivals, traditional dress (the brightly coloured serapes and women’s bright flouncy dresses), decorative tile work in colourful floral and geometric designs, piñatas, murals, hanging mobiles and other bright ornaments. Red and green, the colours of the Mexican flag (along with white) are prominent and are often used in Mexican imagery to identify the country of origin.

The use of fully saturated colours provides the most contrast, but tints and shades, whites and blacks are also used in abundance. The aesthetic heritage of Mexico is reflected in the abundance of vivid colours and in this way a link to the past is maintained through folk art, decoration and festivals. Colours are employed both for their symbolic significance and for purely decorative purposes

For this exercise I initially had some fun experimenting by creating a logo from scanned powdered chilli. But for my final design, chose to draw on the colours of the Mexican landscape, its heritage and traditions: reds, greens, yellows and blues – a festive palette.

The logo and Colour Palette:

The menu – Outside and Inside:

The front and back of Antonio’s business card:

A great reference site for colour


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