When it comes to audiences and colour, agencies need to get it right.

Research shows that 90% of product judgements are based upon colour alone, which sounds reassuring until an episode like ‘the dress’ occurs, and creatives are left shivering. Here’s what you need to know to keep your colours under control in your promotional channels!

WHY DOES COLOUR MATTER IN DESIGN?

It is well known that colour influences emotional responses. They can warn, reassure, soothe, excite, inflame, and persuade, all of which are central to marketing. Psychiatrist Carl Jung went as far as to declare that “colours are the language of the subconscious,” reflecting the extraordinary influence that the ocular nerve plays in human behavioural responses. As such, when it comes to creating visions, identities, and messages, getting colour right can make a real difference to the marketing mix.    

WHAT ARE THE CHALLENGES OF USING COLOUR IN BRANDING?

The main problem is that it’s unlikely that many of us see colours in the same way. It’s known that people with tetrachromacy – which is around one in ten - can differentiate over 100 million different hues, whilst people with colour blindness – representing around 1 in ten of the rest of the population - typically struggle to differentiate five coloured pencils from a standard pack of 24. Add to this the issue that different screens and digital set-ups can cause the type of minuscule alterations in colour that are noticeable to the other 80% of the population, and designers have a real communication challenge. ‘The dress’ is stark and uncompromising evidence of this.

HOW CAN COLOUR CREATE PROBLEMS FOR A PROJECT?

If colour is rushed, it tends to result in a lacklustre brand. Often, people who are not colour specialists have a feeling that something is not quite ‘right’ with the design but struggle to identify precisely what it is. In contrast, putting the energy and expertise into perfecting colour can be time consuming and expensive. The result of not investing is a disappointing campaign, but the alternative risk is project delays, spiralling costs, and mounting frustrations. 

WHAT’S THE BEST STRATEGY FOR GETTING COLOUR RIGHT?

Firstly, acknowledge that colour isn’t a footnote in your project. If scientists are correct, colour is your project, so make sure you start by taking it seriously. The colour application web standards are an excellent reference point, as these ensure the optimum luminosity contrast ratio for maximum visual effectiveness. Ideally, work with a company that has access to tools such as colour-blindness simulation software, as this is a rapid problem-solving solution that can quickly create excellent results.

HOW CAN WK360 HELP?

The creative teams at wk360 bring together colour specialists to optimise brand engagement by maximising the psychological response. We also offer an end-to-end service that centralises colour as a strategic element of the whole narrative for the perfect design journey.

For more information about how to colour your brand to success, please get in touch.