The appeal of neutral palettes is passing faster than triple-plastic wrapping. Colour is in. But if black, white and neutrals are the safe go-to palette, how do you colour your world and get it right?
First, understand that colour speaks. There are emotional responses attached to colours that communicate your message far more effectively than any words you can think up. The Canadian study, Impact of Color on Marketing, found out this:
“People make up their minds within
90 seconds of their initial interactions with
either people or products.
About 62‐90 percent of the assessment
is based on colors alone.”
The study of colour psychology has discovered clear associations between colour and emotional reaction, but they’re not universal. A person’s response is also determined by their own experiences, so the “yellow is the happiest colour” kind of rules need to be used with a bit more information.
In The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness, researchers found that colour response depends on whether or not it fits the product. If the colour does one thing and the product another, the disconnect will harm your brand.
Green is a popular colour right now, denoting all things wholesome and appealing, but imagine if Coca-Cola changed their logo colour to green. Would you buy it?
“It’s the fear of making a choice,” they said.
“Of making a mistake and having to live with it.”
Her exploration of why our lives are filled with beige led her to add colours to her home and was the catalyst to her book, because she discovered those colours gave her joy.
“We’ve come to dismiss color and joy
as childish and frivolous, prizing
neutral hues as a mark of coolness and mature taste.
That belief has left us in a place where we feel
almost ashamed to have color in our lives” she says.
The brands with the most memorable colour palettes have not only worked that out, they’ve also defined what they do and found the colour to match it.
This revealing colour/emotion guide created by The Logo Company groups US and international company logos with the emotion associated with their colours.
As you can see, a designer’s favourite colour or the current trend may not be the right one to use, but the one that repeats the company message is. Also note that there are very few pastels used by successful companies. Once you pick your colour, be confident with it.
Bold colours cause more brain activity than neutral or pale colours so there’s more of a physical response going on when we see them. Lee’s research has led her to conclude that she has become more confident and liberated now that she chooses the colours in her world based on how they make her feel rather than on what she believes people will think of her.
So maybe it’s time for a change. Take another look at your brand colours. Are they making the right connection to your product? Are they bold enough? Are they working for or against you?
Be confident with your colours. Splash out in 2019!
Give us a call if you’d like to explore options that will look amazing in print too. We’re the experts when it comes to making sure your brand colours are consistent across all your products, no matter the surface.
Keep an eye on your Inbox in January for
our next newsletter where we’ll highlight
the colour and graphic design trends for 2019.
You might find the colour there that really lights you up!