What would it be like living in a world without colour? That is the question Maryanne Wong, director of sales and marketing, Pantone at X-Rite Asia Pacific, asked during her seminar on the powerful impact of colours on design at the Hong Kong Gifts & Premium Fair.
She says it is almost impossible to imagine as colour defines our world. “The first thing you remember and the last thing you forget, colour is the visual cue that draws us in to feel a connection without imbalance and the things we love.
“Colour helps us to identify; it creates recognition. This is why oftentimes we describe things by their colour, especially when colour is the only visual differentiator.”
Wong explains that colour influences 50 to 85 per cent of product purchasing decisions, so effectively integrating colour into your product design and grand strategy can help you better engage with your target audience, create more effective design strategies and build a stronger, better brand and product equity in the marketplace.
“I’m not suggesting that colour is the only element involved in great design, however, what I’m saying is in a world where the internet is such a big part of our lives, colour plays a decisive role in engaging the eyes. If used effectively it really can be your secret weapon.”
With 80 per cent of the human experience filtered through our eyes, visual cues are essential to successfully get the message across. Colour is the single most important design element in getting the consumer’s attention, and creating a mood.
“People have both psychological and emotional responses to colour. Only five per cent is rational, so the first impression of colour is critical, especially when you consider that you only have three seconds to capture the consumer’s attention. Therefore, leveraging the psychological messages and meanings of colour to tell your brand story is critical to successfully create an emotional connection with your audience.”
Wong says that just like our individual personalities, each colour has its own unique message and meaning. Understanding the psychological aspects of colour will help you incorporate colour into your design strategy. However, always make sure your colour decisions are based on up-to-date information.
“While consumer reaction to colour remains very constant, it can also change considerably so it is very important that your colour choices are current.”
By Marion Gerritsen
