The Power of Colour in Design

Colour is possibly the most powerful visual design element: 80% of consumers believe it increases brand recognition, and 84.7% say it's the primary reason they choose a particular product.

Famous brands like Cadbury, Tiffany, IBM, and Orange have enjoyed huge success by pinning their brand's reputation to a specific shade, so it’s vital that designers like us understand and consider why it's quite so powerful…

1. Emotional Impact: Colour influences our emotions and perceptions, often subconsciously; warm reds, oranges and yellows evoke energy and excitement, while cooler blues and greens convey trust, calmness and relaxation.

2. Psychological Associations: Colour can also influence behaviour e.g. red can increase heart rates encouraging impulsive actions, which is why it’s often used for sales, while corporate designs often use blue because it feels trustworthy and reliable.

3. Brand Identity and Recognition: Consistent use of colour increases brand recognition, building associations and influencing perceptions over time.

4. Visual Hierarchy and Focus: Colour helps create a visual hierarchy, guiding the eye to key elements and highlighting important information e.g. promotional messages.

5. Aesthetic Appeal and Balance: Well-thought-out colour schemes create visual unity and impact to deliver appealing designs and generate consumer engagement

6. Cultural Significance: Colours symbolise different things in different cultures e.g. white is associated with purity and peace in Western cultures but can signify mourning in the Far East - vital when targeting specific audiences across diverse, global markets.