Day 12: Why does colour matter?

There’s a lot more to colour than meets the eye, some might say it’s a brands biggest influence - but with evolving technology, lifestyle and behaviour what is its role in creative today?

It is well documented that up to 90% of a consumer’s initial impression of a brand, product or service is influenced by colour making it an emotional trigger capable of building trust, sparking excitement or creating a sense of urgency. It can guide audiences through their brand interactions - whether a first encounter, encouraging a purchase, staying on trend, driving a sign-up or leaving a lasting impression. The power of colour lies in its ability to set the emotional tone, shaping how it is perceived and experienced.

Whilst there are of course colour staples and as Henry Ford once famously said you can have any colour as long as it’s black – colour is more accessible than ever before with the human eye able to distinguish about 10 million colours derived from 11 main players of red, orange, yellow, green, blue, purple, pink, brown, grey, black, and white. Whereas modern displays can show up 10 billion colours. And then we layer the colour of the season (Burgundy) with the Pantones’ colour of the year Mocha Mousse.

The role of colour in our everyday demonstrates that selecting the right hue is not merely about design but a deliberate strategy with the potential to shape behaviour and impact results at every stage of the customer journey. Look at how uses precise combinations of light and colour to evoke specific emotions, while institutional greens are chosen for their calming effects – colour can be both subtle and decisive in shaping mood and behaviour.

So yes a signature colour can elevate a brand's recognition and awareness significantly. But colour is not only about standing out - it’s about understanding when to blend in and when to differentiate. By analysing competitors’ colour palettes through tools like a colour wheel we can pinpoint opportunities to position ourselves uniquely while remaining true to our identity.

Top tip: Consider the emotional and psychological dimensions of colour and how they unlock potential to connect with audiences on a deeper level. Whether it’s guiding a customer through their journey or creating a distinct, memorable presence, colour remains one of the most powerful tools in your arsenal.