Using Colour in Design

We are all used to everyday objects existing in their natural shapes, states and colours. In fact, human beings have associations with visual cues dating back to our primal origins.

Colour is perhaps the most prominent factor we associate with emotion, and colour is certainly one of the least forgiving factors when approaching design.

Blue skies and green grass are obvious examples; their consistency is reassuring. But what happens when ‘normal’ colours change? Do simple objects become confusing, or trusted brand become less trustworthy?

Using Colour in Identity Design

Colour is a key concept which designers use to help with brand positioning as it can change how we feel about a product or service. Colour can give the perception of exclusivity or value for money, and works closely with other elements of design.

We are so used to seeing our favourite brands in their natural colours, after all brand consistency is key to making a brand become recognisable and trusted.

Our design team were curious as to what would happen if the colours of top brands were altered. We asked ourselves:

  • Would our sense of recognition of the shape and name of a logo be enough to preserve our sense of trust and brand loyalty?
  • Would a change of colour alter our emotions and push us away from the brand?
  • Would Nordic flat-pack furniture giants IKEA still feel Swedish if it was in red and white?
  • Would Waitrose project a different feel if it was red and blue?

If you would like to learn more about graphic design concepts, why not join us at the next Rooster Breakfast Club?

Posted by Jon Williams on 21 Aug 2014