At KMD we think of colour as an instantaneous method of conveying meaning and message in brand design. We know that it is probably the most powerful non-verbal form of communication. In fact, we discovered that people make subconscious judgments about a person, environment, or product within 90 seconds and that between 62% and 90% of that assessment is based on colour alone! Almost 93% of consumers put the most importance on visual factors when purchasing products. So, why is colour such an effective form of communication? *
Everything we touch in our daily life has a colour and we have a reaction to it. Colours not only enhance the appearance of a product/brand, it is also known to have effects on certain emotions, ideas, and perspectives on the human mind. When used intelligently, colours can make your target audience experience certain feelings, ideas or thoughts about your product or brand; and our minds are programmed to respond to colour in ways we are often unaware of. Colours can even signal action, influence mood and trigger physiological reactions. For example, did you know that certain colors can also raise blood pressure, increase metabolism, or cause eyestrain?
Understanding emotional reaction to colour is crucial in product and graphic design, fashion and architecture, as it plays a major role in mood associations that determine the way people feel about a product or brand. Through visual perception colours can affect our reactions and responses to the environment around us, hence colours do have the ability to affect our behavior. Certainly, feelings about colour can be deeply personal and are naturally tied to our own experience or culture. The colour white, for example, is seen to represent purity and innocence in many Western countries, it is also used as a symbol of mourning in many Eastern countries?
The question is, how do we choose the right colour? At KMD it is not guesswork. We know that the right decision is linked to having the ability to embrace insights from known colour psychology as well as following the latest colour trends.
You have probably noticed that with each change of season, new colour palettes emerge. Have you ever wondered who determines these trends? The two organisations that are recognized for identifying the current trends in colour are Pantone and the Colour Marketing Group. Each year they bring together a panel of experts from various industries to analyse and forecast colours that will be the most attractive to the general public. By looking into current events, the economy, politics, world issues and, global and cultural influences, they then consult and determine which colours will be the most pleasing to the largest part of the population. The brand new ‘modern’ colours are then incorporated into every aspect of our world, from textiles to plastics. Have you noticed that one of the top colours this year seems to be Tangerine Tango? It is almost everywhere! Doesn’t this colour of passion and burning fire encourage you to escape the ordinary and give you a taste of glamour?
By recognising the latest trends and integrating this with colour psychology we believe we can offer the most effective solutions that can make your business a great success. Remember though, colour is only one element of your overall branding. Contact us to find out more about how to make your brand work harder.
* According to research done on the relationships between colour and marketing conducted at Seoul International Color Expo 2004.
