‘Colour’ is a powerful tool for communication that plays an important role in our day-to-day lives. For example, it is a universal phenomenon to wear white and light-coloured clothes in summer and bright colours in winter.
Do we want to sleep in a room filled with neutral colours or vibrant? Do we like to wear clothes that are dark shades? The answers may vary from person to person; However, some colour meanings are more universal. For example, we naturally relate warm colours like red, orange, and yellow to warmth and sunlight, whereas cool colours like blue, green, and purple tend to be soothing and refreshing. We make certain choices based on specific colours.
This natural connection we hold between colour and emotion determines many of our decisions daily, from which brand of toothpaste we’re drawn to at the supermarket, to our choice of colour for our home interiors. People decide whether or not they like a product in 90 seconds or less. 90% of that decision is based solely on colour. So, a very important part of branding must focus on colour. While an individual’s response to colour can stem from personal experience, the science of colour and colour psychology supports the idea that there’s far more to it.
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