A quick intro to the impact of colour in environments - how it works - why it matters - some examples

1. An introduction to the use of colour
psychology in environments
Catherine Shovlin
catherine@changingthelogic.com

2. Colour theory affects our lives – the science
1.
2.
Colour is energy (the visible part of the
electromagnetic spectrum)
Of all sensory inputs, colour is processed quickest and
affects our emotions and our bodies first.

3. Colour theory affects our lives – the impact
1.
Our response to colour is physiological, subconscious and
symbolic
2.
Colour is processed separately from vision.
Blindfolded people react physically to colours and even
blind people can sense colour.
“It’s role in
all forms of life
is too evident to be
either denied or
ignored”
Faber Birren, Definer
of Colour
“A specific colour
stimulation is
accompanied by a
specific response
pattern of the entire
organism”
Goldstein
neuropsychologist

4. Colour theory affects what we do
 Colour has the single biggest impact on our reactions (principal
cue to composition)
 The main purchasing cue for consumers “on the go” is product
attractiveness.
80/20 colour rules
80% of our
reaction to
colour is
unconscious
80% of visual
information is
related to
color
Colour
increases
brand
recognition by
up to 80%
Around 80% of
purchasing
decisions are
now made instore (not in
advance).

5. 4 steps to choose colours for an environment
1. What do you want to achieve? (the brief)
2. What reaction do you want? (psychological /
physiological impact of colour)
3. What personality do you need? (colour group)
4. Check for harmony: ensure balance of colours is
pleasing and appropriate

6. Step 1. What do you want to achieve?
 What and who is the environment for?
 What atmosphere is right for what you want to
achieve?
(For example are you aiming for calm, excitement,
sophistication, accessibility, a sense of good
value?)
 What will give you stand out? (not another me-too
environment)

7. Step 2. What physical reaction do you want?
Primaries
Physical
urgency
Emotional
creativity
Balancing
healing
Intellectual
reliability
soothing
calming
spiritual
appetite
grounding
pure
gravity
neutral
Secondaries
Soft lights in an
orange interior
generally nullify the
negative effects of
orange and
produce the highest
level of perceived
price fairness

8. Step 3: What personality do you need?
Select one of four colour groups
lighter
Group 2
Group 3
Group 4
cooler
warmer
Group 1
stronger
The four groups have different strengths and
weaknesses (see next 4 slides). Mixing colours from
more than one group causes uneasiness in the
observer and brings out the worst of both groups

9. Group 1: Morning light
Good for: dating agency, beach
holiday, cocktail bar, mobiles
targeted at 20 something
females, Smart car showroom
Not for: banks, police
stations, airlines, male or elderly
target market






Colours: light, warm, no black
Textures: sparkling, lacy, light, frilly,
fresh, crisp
Design: airy, fun, welcoming
Objects: chandeliers, fairy lights,
changeable displays, variety
Strengths: communicating,
welcoming, fun, flirty
Weaknesses: unreliable, superficial

11. Group 2. Dream light
Good for: spa, wedding planner,
solicitor, undertaker, feminine boutique
hotel, BMW showroom, music college,
Embassy
Not for: Young people, fast food,
technology, theme park, Club 18-30
•
•
•
•
Colours: subtle, cool
Textures: smooth, flowing, soft
Design: elegant, subtle, flowing, graceful
Objects: classical, well
made, uncontroversial, antiques
• Strengths:
sophisticated, calm, gentle, quiet, selfcontained, diplomatic, dexterous, peace
makers, serious, dependable, orderly, perc
eptive
• Weaknesses:
aloof, reserved, unexpressive, dry, dull

13. Group 3. Firelight
Good for: restaurants, niche
retailers, organic food, adventure
holiday, land rover showroom
Not for: operating theatres, banks,
airports, nurseries, nail bar
•
•
•
•
•
•
Colours: strong, warm
Textures: natural, weave, suede, wood
Design: ethnic, cosy, quirky
Objects:
unusual, bold, clustered, contrasting, o
pen fires
Strengths:
quirky, friendly, loyal, loveable, indepe
ndent, intense, curious, campaigners, l
ead by example, diverse, get it done.
Weaknesses:
overbearing, moody, predictable, old

15. Group 4. Starlight
Good for: nightclubs, sports car
showrooms, merchant banks,
high style bars, technology
outlets, male products
Not for: nurseries (children or
plants), doctors’ surgeries, village
pub
•
•
•
•
•
Colours: intense, cool
Textures: hard, glossy, high
quality, metallic (platinum)
Design: high
tech, modern, dramatic, uncompro
mising, sharp, aspirational
Good: self assured, magnetic, star
quality, compelling eyes, good in a
crisis, well
organised, objective, confident, resp
ected, successful, stoic
Weaknesses: seen as
heartless, dangerous, arrogant

17. Find out more about how colour
can change your logic
catherine@changingthelogic.com
Catherine Shovlin is an independent
consultant trading as Changing the Logic
and a qualified Colour Affects
practioner.