Choosing a colour palette for a design may seem a straightforward task, an aesthetic choice to give visual appeal. On the contrary, each colour holds distinct meaning, and is capable of evoking emotions and influencing perceptions. Colours form a language of sorts, which can be used by designers to communicate a message to their audience. Understanding this language is important when seeking to set the right tone within a design.

Red: Passion & Energy

Red is a bold colour that grabs the attention of the viewer in a way few other colours can. It can be used to convey passion, energy, love & excitement. In Design red is often used as a way to create a sense of urgency or excitement. However, it is important to note that red can also symbolise danger & anger, so when using red it’s important to make sure the right message is being conveyed.

Blue: Calm, Trust & Professionalism

Blue is a calming colour, associated with the sky and ocean. It gives off a sense of tranquillity and instils trust, and is therefore often used to convey professionalism and reliability. Blue lends a feel of competence, making it a popular choice for corporate and professional designs.

However, too much blue can evoke feelings of coldness, sadness or even melancholy. So when using blue, finding the right balance is key.

Yellow: Happiness & Optimism.

Yellow, often associated with sunshine, can give a design a feel of warmth and positivity. Used to convey happiness, optimism and energy, yellow lends itself to creating cheerful and vibrant designs. Yellow draws the eye and is used to give emphasis to important elements of a design.

The attention grabbing nature of yellow also means it can sometimes be associated with caution and warning, which should be considered when adding it to a design.

Green: Nature & Harmony

Green is the colour of nature and growth. Its association with freshness and the environment make it the perfect choice for eco and health related designs. Used right, green can bring a feel of balance and tranquillity to a design.

On the other hand, culturally green can have negative connotations - such as envy or inexperience. Designers using green strive to find the right balance in order to convey their intended message.

Purple: Royal Sophistication

Throughout history, purple has been known as a regal colour, owing to the rarity of the dyes used in its creation. This has given purple a sense of exclusivity and opulence, making it a great choice when designers want to create a feel of luxury, sophistication or even mystery. The elegance of purple means it can often be found in premium, high end brands.

While the use of purple can give a design a sense of extravagance, designers should be aware that too much purple can lead to the perception of arrogance and elitism.

Orange: Vibrancy, Enthusiasm, Warmth & Energy

Sitting between the boldness of red and the playfulness of yellow, orange has a warmth and energy which can be used to give a design a more vibrant feel. It excels at attracting attention and creating a sense of enthusiasm - making it perfect for design elements intended to prompt engagement from a user. For this reason, orange is commonly used in ‘Call To Action’ elements in design.(CTAs)

Whilst the attention grabbing nature of orange can be used to great effect in design, too much orange can result in a feeling of warning, caution or even danger.

Pink: Romance, Femininity & Playfulness.

Pink is a warm and tender colour, most associated with feelings of love and romance. Its gentle hues are often employed in designs to bring a playful feel.

A favourite of brands in the fashion & beauty industries. Used correctly pink not only has a playful nature, but can bring an air of sophistication to a design. Beware of over use however, as too much pink, or a heavy reliance on the lighter shades can be perceived as naivety or weakness.

Black: Elegance, Sophistication & Formality.

Black, the darkest of colours, has long been considered a classic in the design world. Designs incorporating shades of black are often both powerful and timeless, radiating elegance and sophistication. Black excels at creating a sleek and modern appearance, and its formal feel has earned it an association with luxury. Subsequently it is often used in high end branding.

Sitting in opposition to the bright hues of other colours, black can be a powerful tool when used. Although, when overused black can have negative connotations such as mourning or a sense of heaviness.

White: Innocence, Purity, cleanliness & simplicity.

White is used widely to create minimalist designs with a sense of cleanliness and simplicity. Used as a background colour, it creates a blank canvas which lends itself well to creating a spacious and open feel. When used in design, the neutrality of white can enhance the presence of other colours and help elements stand out.

However, too much white can give a feeling of emptiness or sterileness. Overuse may run the risk of looking less of a design choice, and more of a lack of one.

Conclusions

Far from being a mere aesthetic choice, the colours used in branding and design play an incredibly important role in communicating with the target audience. They are vital in deciding the overall effectiveness by influencing perceptions and guiding interactions. Whether seeking to evoke feelings of passion with shades of red, convey a message of trust & reliability with hues of blue, or create an air of sophistication with black, colour is a powerful tool that shouldn’t be ignored.