Putting Colour In Context

I don’t suppose many stop and think specifically about colours very often? Ok, if we’re decorating our homes, or buying a car, we might stop and think a minute. But we do live in a world of colour and the effect it can have on each of us can be quite amazing at times; just as body language has a massive effect on talking and presenting …

Putting Colour In Context

In a business context, colour can significantly affect our communication whether that’s face to face, or one of the many marketing channels and media available to us!

Now, first off, let me admit to being red and green colour blind; apparently colour blindness affects 1 in 12 men and 1 in 200 women. Let me reassure you though, Kim makes all decisions in regards to colour, both in our business and in our home!

When people find out I’m red and green colour blind the first thing they often ask is, “what do you see then?” Well, of course, I see red and green, but that’s what I understand to be red and green; remember perception is reality.

From a young age we’re all told grass is green and so, whatever colour I might be seeing, I know it as green. And yes, I can distinguish between the 3 lights in traffic lights and in any case red at the top, amber in the middle and green at the bottom.

In reality, my colorblindness primarily affects me in poor light so if I’m asked what colour something is without anything to compare it to I wouldn’t have a clue. I did provide much merriment to an old friend on a golf course scrabbling around to find a red tee because I couldn’t see it in the grass; not sure he was much of a friend and I’ve not used red tees since!

“Colour is far more important than we probably give it credit for!”

In a business context it can significantly affect our communication whether that’s face to face, or one of the many marketing channels and media available to us.

Starting with branding, many companies have used a specific colour so we associate it with their product or service, eg. Virgin red, Post It Notes yellow, Cadbury’s purple and Hunter Wellies’ green to name but a few. But also these colours are used to make us think in a certain way and you can find some great examples here.

I do have some worries though, as to how some companies may use colours and other tools, to make us feel a certain way, whilst they’re not particularly authentic and simply motivated by extracting money from us.

We also often associate people with certain colours and there’s no doubt colours can be used to accurately describe someone’s personality. Google ‘Hartman Personality Profile’ if you want to find out your colour; I think you’ll be surprised how accurate it is.

Of course, colour is very important in our web and graphic design business and Kim is very adept at colour selection and management. Before the Internet, we used to spend a lot of time managing colours very carefully, working with printers to ensure consistency across projects, which we still do, but now so much is viewed online it’s a lot harder to achieve the same level of consistency.

“Whatever my computer monitor displays is no guarantee you will see the same!”

On 5 June we’re off to an evening of colour, hosted by GF Smith, a long-standing paper merchant, who specialise in coloured and textured papers and board. Their products are typically used for branding and marketing for premium products and luxury packaging.

The combination of the look and feel of their materials and the technical performance (eg. good for box making) add significant value and truly influence how purchasers feel.

If you want to learn how colour could improve the performance of your branding, what it communicates and how it could transform the way you work, I’d love to hear from you. Give me a call on 07583 047103 today!

Until next time …

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