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Colour

In this issue we’re providing a brief outline into how colour can impact on the viewer and the effect this then has on your brand. The institute of Colour highlights the importance of colour in regard to brand, as: 'It identifies a company, its product lines and the quality of the merchandise.'

There are 11 basic colours, each of which have their own positive and negative psychological properties, regardless of the shade or tint:

  • Red: excitement, warmth, strength, aggression & defiance
  • Blue: efficiency, intelligence, coldness & calm
  • Yellow: creativity, friendliness, confidence, depression & anxiety
  • Green: balance, peacefulness & stagnancy
  • Brown: reliability, heavy & simple
  • Pink: femininity, weakness & inhibition
  • Violet: luxury, quality, decadence & inferiority
  • Orange: warmth, immaturity & frustration
  • Grey: neutrality, dampness & blandness
  • White: purity, simplicity, coldness & unfriendliness
  • Black: glamour, security, heaviness & oppressive

Combining colours to create the desired effect also combines the psychological properties. Red, blue and white combined create the feeling of warmth, efficiency and simplicity but if viewed negatively, then the outcome is aggressive, cold and unfriendly.

Colour is used with other elements, such as typography, text and imagery to create an overall effective message but research has found colour to have a significant impact:

  • In the first 2 minutes of viewing an item, the viewer has already made subconscious judgement, up to 90% of which is based on colour. [study by the Institute for Colour Research]
  • Colour increases brand awareness by 80%. [research by the University of Loyola]

Blue was considered the favourite colour of 74,932 users polled [by 25/11/2008] on psychology.about.com followed by green, purple, black, red, pink, yellow, orange, white & brown. [Grey wasn't include as a choice]

For further information on colour associations visit joehallock.com and to mix your very own colour palette, visit adobe.com.