When approaching a new brand, aside from the logo itself, the second most powerful choice is colour when shaping a client's brand.
In a 2004 College Student Journal study, ninety-eight college students were asked to indicate their emotional responses to five principle hues (i.e., red, yellow, green, blue, purple), five intermediate hues (i.e., yellow-red, green-yellow, blue-green, purple-blue, and red-purple), and three achromatic colors (white, gray, and black) and the reasons for their choices. The colour stimuli were referenced from the Munsell Colour System. The results revealed that the principle hues comprised the highest number of positive emotional responses, followed by the intermediate hues and the achromatic colours. The colour green evoked mainly positive emotions such as relaxation and comfort because it reminded most of the respondents of nature. The colour green-yellow had the lowest number of positive responses because it was associated with vomit and elicited the feelings of sickness and disgust. For the achromatic colours, white attained a large number of positive responses, followed by the colors black and gray. The reasons for the colour-emotion associations are discussed and future research areas are suggested.
When guests check into the Chateau Avalon Hotel in Kansas City, Kan., they get to choose the colours they are feeling.
In each of the boutique's 62 hotel rooms is a two-person chromotherapy whirlpool spa, where guests can pick the colours they want using a touch pad.
The theory is that colours have healing energies and evoke certain emotions. For more on colour please look back to our January 7, 2010 blog.
Colour and emotion