People see images and colours before they can even begin reading text. This means that the colours of images and text are very important in branding, from the logo to marketing collaterals.
While the connotations of colour vary widely from one person to the next, contingent on their cultural meanings or one’s life experiences, there are still general guidelines about how colour is interpreted by most of us. Script Consultants highlights the characteristic traits of some colours, and how they are used by all sorts of businesses, from fast food to luxury brands, and from software to social media, to evoke emotion in consumers.
YELLOW: OF FUN & FRIENDLINESS
As the colour of the rising sun, yellow is used to express joy, optimism, and warmth.
RED: OF POWER & PASSION
Red is the colour of blood, of energy, of courage and of emotion.
PURPLE: OF LUXURY & FANTASY
The colour purple is associated with quality and extravagance, and especially luxury so fantastical that it is out of touch with reality.
BLACK: OF PRESTIGE & EXCLUSIVITY
Shrouded in an air of mystery, black represents an exclusive pleasure.
ORANGE: OF GAITY & PLAYFULNESS
Like the warmth of the sun, orange is playful, yet comfortable at the same time. Daylight is also a time to be with people.
BROWN: OF WARMTH & RELIABILITY
It’s the colour of the soil on which we belong. Brown brings out feelings of security and warmth, like a mother’s embrace.
GREEN: OF NATURE & GROWTH
Green largely represents nature and the environment. It also represents our young and their nurturance.
BLUE: OF CALM & LOGIC
A colour of confidence, calm, and logic, yet may be misinterpreted to mean cold, distant and inaccessible if used wrongly. Blue is also the colour of technology and communication.