The Importance of Colour In Design and Why You Shouldn’t Underestimate it!

Whether you're a local shop or a multinational corporation, signage and graphics serves as the first touchpoint of your brand to potential consumers.

But among the clutter of messages competing for attention, what makes certain signs and graphics stand out more than others? The answer lies in a powerful yet often underestimated tool: colour.

The Psychology Behind Colour

Colour psychology looks into the subconscious reactions people have to different colours. Each colour carries its own set of connotations and evokes specific emotional responses, making it a powerful tool for marketers and designers.

For instance, the colour red, universally associated with passion, urgency, and excitement. It's no surprise that red is often used in clearance sales or to highlight discounts. On the other end, blue displays calmness, trustworthiness, and professionalism, making it a popular choice for corporate branding. These associations are deeply ingrained in our psyche and can impact consumer behaviour.

Grabbing Attention

When it comes to signage, the primary goal is to capture the viewer's attention quickly, seamlessly and effectively. In this regard, certain colours naturally achieve this. Bright, vibrant colours such as yellow and orange are organically attention-grabbing, drawing the eye with their high visibility and energetic presence. These colours are particularly effective when used sparingly to highlight key information or calls to action, instantly directing the viewer's focus.

Contrast also plays a role in catching the eye. Pairing complementary colours or placing text against a contrasting background enhances readability and ensures that important messages stand out from the signage to deliver a clear message. For example, black text on a yellow background or white text on a dark blue background creates a stark contrast that grabs attention even from a distance.

Building Brand Identity

Beyond the ability to grab attention, colour is crucial in shaping brand identity. Consistency in colour usage across various touchpoints, including signage, builds brand recognition and reinforces brand values.

Think of the iconic golden arches of McDonald's or the vibrant red of Coca-Cola – these colours have become synonymous with their respective brands. Each time you see these brands their brand colours are ingrained in all touch points further creating that subconscious brand recall of consumers worldwide.

When designing signage or graphics, it's essential to align colour choices with the overarching brand identity. This ensures coherence and strengthens brand recall, fostering a sense of familiarity and trust among consumers.

In the competitive landscape of modern business, visual assets such as signage or online assets serve as an important tool for capturing consumer attention. By taking advantage of the power of colour, businesses can create assets that not only grab attention but also evoke an emotional response from viewers. Whether it's through vibrant contrasts that demand notice or carefully curated colour palettes, the importance of colour cannot be overstated. Ultimately, by being strategic in the use of colour, businesses can leave a lasting impression and create meaningful connections with their target audience.