The psychology of colour. Understanding the application of colour in brand identity.

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The psychology of colour. Understanding the application of colour in brand identity.

  1. 1. The Psychology of Colour Understanding the application of colour in brand identity
  2. 2. First let’s review colour: 1. Without light there is no colour. 2. Humans instinctively associate certain colours with emotions. 3. Colour is constantly around us. Colour and emotion - successful design will leverage the emotion related to certain colours
  3. 3. Light = Colour • Light travels in waves from the sun • Same electro-magnetic spectrum as radio and television waves, microwaves, x-rays etc. • Colour is the only part of the spectrum we can see
  4. 4. Light = Colour • Light travels in waves from the sun • Same electro-magnetic spectrum as radio and television waves, microwaves, x-rays etc. • Colour is the only part of the spectrum we can see
  5. 5. Light = Colour • Light travels in waves from the sun • Same electro-magnetic spectrum as radio and television waves, microwaves, x-rays etc. • Colour is the only part of the spectrum we can see
  6. 6. Light = Colour • Light travels in waves from the sun • Same electro-magnetic spectrum as radio and television waves, microwaves, x-rays etc. • Colour is the only part of the spectrum we can see
  7. 7. Traditional colour theory: Primary Colours: Red, Yellow and Blue In traditional colour theory (used in paint and pigments), primary colours are the 3 pigment colours that can not be mixed or formed by any combination of other colours. All other colours are derived from these 3 hues. mixing 2 of the 3 primary gives you a secondary colour Primary Colours: Red, Yellow and Blue
  8. 8. Traditional colour theory: Secondary Colours: Green, Orange and Purple These are the colours formed by mixing the primary colours. Secondary Colours: Green, Orange and Purple
  9. 9. Traditional colour theory: Tertiary Colours: Yellow-orange, red-orange, red-purple, bluepurple, blue-green & yellowgreen. These are the colours formed by mixing a primary and a secondary colour. That's why the hue is a two word name, such as blue-green, red-violet, and yellow-orange.
  10. 10. In our world we work with: Darkness = danger emotional connection to absence of light - dark and brooding/dark and stormy/ dark alley...
  11. 11. In our world we work with: Darkness = danger emotional connection to absence of light - dark and brooding/dark and stormy/ dark alley...
  12. 12. In our world we work with: Darkness = danger emotional connection to absence of light - dark and brooding/dark and stormy/ dark alley...
  13. 13. Colour = Light 1. Without light there is no colour 2. Humans instinctively associate certain colours with emotions
  14. 14. Colour = Light 1. Without light there is no colour 2. Humans instinctively associate certain colours with emotions
  15. 15. Colour in research: • People make a subconscious judgement about a person, environment or product within 90 seconds • Between 62% and 90% is based on colour alone • Ads in colour are read up to 42% more often than the same ads in black and white. Sources: CCCICOLOR - Institute for Colour Research; White, Jan V., Colour for Impact, Strathmore Press, April 1997
  16. 16. Colour in Branding and Package Design: • Campbell’s Soup have used the colours black, blue, yellow, gold, and finally red and white • The red projects excitement and is warm and eye catching at point of sale • The white assists with projecting visual clarity and purity.
  17. 17. Red and its meaning and place in society Positive: extrovert, courage, strength warmth, energy, stimulation, sexuality, masculine, excitement Negative: defiance, aggression, visual impact, strain.
  18. 18. Red and its meaning and place in society Positive: extrovert, courage, strength warmth, energy, stimulation, sexuality, masculine, excitement Negative: defiance, aggression, visual impact, strain.
  19. 19. Red and its meaning and place in society Positive: extrovert, courage, strength warmth, energy, stimulation, sexuality, masculine, excitement Negative: defiance, aggression, visual impact, strain.
  20. 20. Red and its meaning and place in society Positive: extrovert, courage, strength warmth, energy, stimulation, sexuality, masculine, excitement Negative: defiance, aggression, visual impact, strain.
  21. 21. Red and its meaning and place in society Positive: extrovert, courage, strength warmth, energy, stimulation, sexuality, masculine, excitement Negative: defiance, aggression, visual impact, strain.
  22. 22. Red and its meaning and place in society Positive: extrovert, courage, strength warmth, energy, stimulation, sexuality, masculine, excitement Negative: defiance, aggression, visual impact, strain.
  23. 23. Blue - Intellectual Positive: communication, trust efficiency, serenity, duty, logic, cool, reflection, calm. Negative: cold aloof, lack of emotion, unfriendly
  24. 24. Yellow - Emotional Positive: Optimism, confidence, selfesteem, extraversion, emotional strength, friendliness and creativity. Negative: Irrational, fear emotional fragility, depression, anxiety and suicide
  25. 25. Green - Balance Positive: harmony, refreshing, universal, love, restful, environmental, equilibrium, peace Negative: boredom, stagnate, blandness
  26. 26. Violet - Spiritual Positive: spiritual, aware, creative, vision, luxury, authenticity, truth, quality. Negative: decadence, suppression, inferiority
  27. 27. Orange - Positive Positive: physical comfort, food, warmth, security, sensual, passion, abundance, fun. Negative: deprivation, frustration, frivolity, immature
  28. 28. Pink - Tranquility Positive: tranquil, nurturing, warmth, feminine, love, sexuality, survival of the species Negative: deprivation, frustration, frivolity, immature
  29. 29. Grey - Neutral, calm Positive: psychological neutral, balance, calm. Negative: lack of confidence, dampness, depression, hibernation, lack of energy.
  30. 30. Black Positive: sophisticated, galmour security, emotional safety, efficiency, robust Negative: oppression, coldness, menace, heaviness, evil, death.
  31. 31. Black Positive: sophisticated, galmour security, emotional safety, efficiency, robust Negative: oppression, coldness, menace, heaviness, evil, death.
  32. 32. White Positive: clean, pure, clarity, simplicity, sophistication, wise, efficiency. Negative: sterility, coldness, barriers, unfriendliness, elitism.
  33. 33. White Positive: clean, pure, clarity, simplicity, sophistication, wise, efficiency. Negative: sterility, coldness, barriers, unfriendliness, elitism.
  34. 34. Brown Positive: seriousness, warmth, nature, earthiness, reliable, support Negative: lack of humour, heaviness, unsophisticated.
  35. 35. Brown Positive: seriousness, warmth, nature, earthiness, reliable, support Negative: lack of humour, heaviness, unsophisticated.
  36. 36. Sources http://www.bbc.co.uk/nature/habitats/ Tropical_and_subtropical_grasslands,_savannas,_and_shrublands#p00c2890 http://en.wikipedia.org/wiki/Evolutionary_aesthetics http://thelogocompany.net/blog/infographics/psychology-color-logo-design/ http://www.brainpickings.org/index.php/2012/08/17/goethe-theory-of-colours/ http://blog.tshirt-factory.com/wp-content/uploads/2009/07/untitled-1.jpg http://randy.whynacht.ca/archives/4192 SOURCES!

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