Communicating with colours
Of all forms of non-verbal communication, colour is the best way of conveying messages and meanings. It adds significant value as it vitalizes the visual message. We associate certain ideas and feelings through colours and have learned to use them to convey messages for security or commercial reasons. But colours may play very different roles depending on religious or cultural factors. White for instance is used as a symbol for purity in the western world, but seen as a symbol for mourning and death in the eastern world.
White is the colour of pure bright light. It is associated with peace, innocence, truth and purity. Reflects positive feelings, like silence or the sense of clarity. Because it is the colour of snow and portrays the idea of cold and cleanliness, it is used in hospitals to promote medical products for conveying safety and sterility.
Grey, being the combination of black and white, is the expression of neutrality, reflection, objectivity and functionality. It is commonly the colour of insecurity and sadness. As a neutral colour it does not interfere with the other colours, and therefore is used for sophisticated and refined colour schemes.
Pink combines the purity of white with the passion of red. Depending on its shade, when darker it is felt as passionate, sensual, vibrant and idealistic, when lighter it is perceived as sentimental, romantic, feminine, sweet and sugary, sometimes even childish and dreamy.
Yellow emulates sunshine, light and warmth. It transmits happiness, energy and intellect. It's an active and energetic colour that conveys optimism. It can also be associated with jealousy, sickness, pride or selfishness. The more yellow is saturate, the more it becomes cheerful. Yellow is an excellent "eye catcher" for sale promotion or when used in safety identification signs.
Green is the colour of nature, the symbol of growth, harmony and health. It is the most restful colour to the human eye. Bright yellow-green is associated with grass, freshness, and liveliness. Deep green is an excellent colour for promoting business or institutions where prestige or security is a factor.
Violet combines the stability of blue and the energy of red. It is normally associated with luxury, ambition, wisdom, dignity, independence and creativity. It is also related to royalty, mystery and magic. This colour may be considered artificial, as it is an uncommon colour in nature. Light violet, like lavender is associated with romantic feelings, nostalgia and softness.
Black is the symbol of the dark, the absence of light. Normally associated with negative connotations like fear, the unknown, evil, death and mystery. However, if seen in any kind of product category it is the most powerful, dramatic, elegant, sober and sophisticated colour.
Red is the colour of fire and blood. It is associated with danger, violence, anger, strength, energy, power, but also with passion, love and desire. Red is one of the few colours that not only gives an emotional, but also a physical response. With its strong visibility it is used for very active and powerful communication.
Brown combines the warmth of red and the stability of black. Usually associated with earth, home, tradition, and substance, sometimes with the negative idea of dirt. With the newly found taste in high quality coffees and chocolates, and the warm associations with the patinas of old leather sofas, brown can be used for luxury and sophisticated messages. Lighter browns or beige can be considered neutral.
Orange combines the energy of red and the joy of yellow. It’s a warm colour that symbolizes happiness, vitality, enthusiasm, fascination, creativity, and determination. It is normally associated with the tropics and the sensation of heat, but is not as aggressive as red.
Blue is the colour of the sky and the sea, representing depth and stability. Conveys the feelings of loyalty, wisdom, faith, and truth. This colour can also be associated with water, ice and cold, as it is the coolest colour of the colour range. It inspires trust and reliability. Blue environment invites concentration or relaxing “meditative” moods.