An introduction to the use of colour psychology in

environments

Catherine Shovlincatherine@changingthelogic.com

Colour theory affects our lives – the science

1. Colour is energy (the visible part of the electromagnetic spectrum)

2. Of all sensory inputs, colour is processed quickest and affects our emotions and our bodies first.

Colour theory affects our lives – the impact

1. Our response to colour is physiological, subconscious and symbolic

2. Colour is processed separately from vision. Blindfolded people react physically to colours and even blind people can sense colour.

“A specific colour stimulation is

accompanied by a specific response

pattern of the entire organism”Goldstein

neuropsychologist

“It’s role in all forms of life

is too evident to be either denied or

ignored”Faber Birren,

Definer of Colour

Colour theory affects what we do

Colour has the single biggest impact on our reactions (principal cue to composition)

The main purchasing cue for consumers “on the go” is product attractiveness.

80/20 colour rules

Colour increases

brand recognition

by up to 80%

Around 80% of purchasing decisions are now made in-store (not in advance).

80% of our reaction to colour is

unconscious

80% of visual information is

related to color

4 steps to choose colours for an environment

1. What do you want to achieve? (the brief)

2. What reaction do you want? (psychological / physiological impact of colour)

3. What personality do you need? (colour group)

4. Check for harmony: ensure balance of colours is pleasing and appropriate

Step 1. What do you want to achieve?

What and who is the environment for?

What atmosphere is right for what you want to achieve?(For example are you aiming for calm, excitement, sophistication, accessibility, a sense of good value?)

What will give you stand out? (not another me-too environment)

Step 2. What physical reaction do you want?

Soft lights in an orange interior

generally nullify the negative effects of

orange and produce the

highest level of perceived price

fairness

Primaries

Physicalurgency

Emotionalcreativity

Balancinghealing

Intellectualreliability

spiritual appetitesoothing calming

grounding pure gravity neutral

Secondaries

Step 3: What personality do you need?Select one of four colour groups

Group 3

Group 1

Group 4

Group 2

warm

er

coole

r

lighter

stronger

The four groups have different strengths and weaknesses (see next 4 slides). Mixing colours from more than one group causes uneasiness in the observer and brings out the worst of both groups

Group 1: Morning light

Colours: light, warm, no black Textures: sparkling, lacy, light,

frilly, fresh, crisp Design: airy, fun, welcoming Objects: chandeliers, fairy

lights, changeable displays, variety

Strengths: communicating, welcoming, fun, flirty

Weaknesses: unreliable, superficial

Good for: dating agency, beach holiday, cocktail bar, mobiles targeted at 20 something females, Smart car showroomNot for: banks, police stations, airlines, male or elderly target market

Group 2. Dream light

Good for: spa, wedding planner, solicitor, undertaker, feminine boutique hotel, BMW showroom, music college, EmbassyNot for: Young people, fast food, technology, theme park, Club 18-30

• Colours: subtle, cool• Textures: smooth, flowing, soft• Design: elegant, subtle, flowing,

graceful• Objects: classical, well made,

uncontroversial, antiques• Strengths: sophisticated, calm, gentle,

quiet, self-contained, diplomatic, dexterous, peacemakers, serious, dependable, orderly, perceptive

• Weaknesses: aloof, reserved, unexpressive, dry, dull

Group 3. Firelight

Good for: restaurants, niche retailers, organic food, adventure holiday, land rover showroomNot for: operating theatres, banks, airports, nurseries, nail bar

• Colours: strong, warm• Textures: natural, weave, suede,

wood• Design: ethnic, cosy, quirky• Objects: unusual, bold, clustered,

contrasting, open fires• Strengths: quirky, friendly, loyal,

loveable, independent, intense, curious, campaigners, lead by example, diverse, get it done.

• Weaknesses: overbearing, moody, predictable, old fashioned

Group 4. Starlight

Good for: nightclubs, sports car showrooms, merchant banks, high style bars, technology outlets, male productsNot for: nurseries (children or plants), doctors’ surgeries, village pub

• Colours: intense, cool• Textures: hard, glossy, high

quality, metallic (platinum)• Design: high tech, modern,

dramatic, uncompromising, sharp, aspirational

• Good: self assured, magnetic, star quality, compelling eyes, good in a crisis, well organised, objective, confident, respected, successful, stoic

• Weaknesses: seen as heartless, dangerous, arrogant

Find out more about how colour can change your logic

catherine@changingthelogic.com

Catherine Shovlin is an independent consultant trading as

Changing the Logic and a qualified Colour Affects practioner.