Following on from the workshop presented by Lee Eisemann, which I was lucky enough to attend, courtesy of Buildmind, the networking site for all players in the construction industry in southern Africa, here follow a few important points regarding colour. I am no expert and would recommend that you refer to the Eisemann Color Blog for more in-depth information and an interesting reading experience.
Red
Red is a colour that’s impossible to ignore and its perception by humans has never changed. It’s seen as the colour of action and reaction – think stop signs and robots, for instance. It is a colour that is almost a buzz word for alertness, particularly in the health and food industries.
Red is the third colour recognised and named in any language or culture, with the first two being black and white.
Repeating the colour red in hidden areas in a store, will make customers gravitate towards that area. Red releases adrenalin into the system and there is proof that people under red lights will gamble more and take more risks.
In feng shui red is believed to bring in prosperity.
The deeper reds add soberness and maturity. They evoke images of elegance, cultivation and refinement.
Orange is a high visibility colour, invoking constant motion. It is an appetite stimulant and works well in the food and beverage industries. It is a high attention colour when used in the retail industry. Children in the 3 to 6 year old age group are very attracted to orange.
Peach is a tactile colour, seen as approachable and gentle. It is a good colour for beauty applications such as spas, hairdressers and bathrooms as it flatters the skin. By default then, it also works well for beauty product packaging.
Yellow evokes sunlight and warmth. It evokes sparkle, heat, and vitality; as well as enlightenment, energy and curiosity. Yellow is the colour with the highest visibility and is extremely important in a child’s development. Yellow also carries meanings of joy and optimism. Mimosa Yellow has, in fact, been named as Pantone’s 2009 Colour of the Year.
The combination of yellow and black is imprinted in the human brain as an attention getter.
Brownhas become very popular in the past few years. One of the reasons for this is the growth in popularity of coffee and chocolate, as evidenced by the number of coffee bars and designer chocolates now available. Brown is both comforting and sophisticated, with word associations of rich and robust. It is perceived as an upscale feeling, has been popular in interiors for the past three years and continues to be a popular interior colour choice.
Blueis a colour seen as protective in many cultures. It is linked to constancy and dependability. Blue triggers the release of melatonin and therefore helps one to relax. Claustrophobic people react well to blues as anything that simulates the look of the sky helps them to feel as if they are connected to the outside world.
Remarkable dedication from consumers is something that can be relied upon when using the colour blue. However, the challenge with blue is to re-invent as it can become too stodgy and seen as ‘tradition-bound’. Freshening up the blue or combining with other colours is a good course of action.
Electric blues– LED lighting has led to these high-intensity vibrant blues that carry the same excitement levels as reds.
Green is closely connected to nature and, interestingly, is seen as a neutral colour by the human eye. It affects the nervous system by making us breath more slowly and leads to a perception of relaxation. It is a colour that evokes feelings of new beginnings, replenishment, restoration and refreshment.
Yellow-greens used to carry connotations of sliminess and were not popular. The eco-awareness trends, environmental consciousness and organic foods have changed that perception and it is now a popular colour. The movie Shrek also contributed to the acceptance of yellow-green.
Teal is the gateway between green and blue and is perceived as a tasteful colour that is sophisticated and upscale.
Purpleis a spiritual colour that evokes the cosmos and the far distance. No longer gender specific, purple is often a hard sell in branding and yet it can work very well. In order for purple to convey its message, it needs to veer off to the red or the blue tones, and can then take its meaning and connotations from those colours.
A redder version of purple is sensual and dynamic, while a bluer version of purple is mysterious, mystical, meditative, serene and deep.
Neutrals will always have a commanding presence and are associated with longevity and steadiness. In a dicey economy, they are colours that people will always go back to. Greys have been a big fashion colour for the last few years now and, in fact, Pantone has named Iron as the top colour for Fall and Winter 2009.
Blackis no longer linked to mourning and evil but is seen as elegant, classic and sophisticated. Look at the Hotel Missoni Group who use black and white very effectively to carry their message of sophisticated hotels across. (And there’s one opening in Cape Town soon too – find out more.) Black works well in packaging and studies have shown that people will pay more for food packaged in a black box.
White is purity, while white repeated is dramatic. Be aware, though, that white can cause eye strain and headaches. Creamy white is seen as a neutral colour.
