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Pro insight
the Colour affeCtS
SyStem in aCtion
pOwerfully BOOSt a BrandS perfOrManCe
uSIngangela wrIghtS fOur-grOup SySteM
A
ccording to the Wright Theory, Currently, Wright is working on a
the psychological effects of colour digital version of the Colour Affects
are near-universal. If harnessed System, which will be launching at the
correctly, designers can control the endof this year. The software enables
message of their colour palettes and, usersto select their starting colour
crucially, kill subjective debate around thedominant logo colour, for instance
1 colour with evidence to back up their and then classifies it into one of the four
decisions. Heres how it works groups, removing all colours from the
Every shade, tone or tint on the colour other three groups. Users are left with a
spectrum can be classified into one of four huge, harmonious selection from which
colour groups, based on how warm or cool tothen develop a brands colour palette.
it is. All the colours within each group You pick the subsequent colours for
2 correlate mathematically and naturally your branding scheme in the same way
harmonise, while colours combined from asyou do now, Wright explains. Youve
different families dont. got a large framework there are millions
There are also four basic personality of colours to choose from except there
types ranging between extrovert and are no bum notes, because there are
introvert and each type has a natural mathematical correlations that underpin
affinity with one colour group. Universally, each colour, she adds.
everyone will find a palette chosen with
3 colours from the same group harmonious, hoW effecTiVe iS The coLour
but theyll find a palette drawn from their affecTS SySTeM?
personality types corresponding colour A few years ago, Wright was asked by
group even more attractive. amail order company to adjust the
Music and colour work in much the coloursof a leaflet selling an opera CD.
same way, explains colour psychologist The in-house design team had created
Angela Wright, who developed the Colour aleaflet and they wanted me to tweak
Affects System from her findings using the thecolours into harmony, she recalls.
4 Wright Theory. Shes provided colour The ones theyd used were okay quite
palettes for clients ranging from Shell familiar but theyre werent right, either
bP uses group 1 colours; International Petroleum Company and psychologically or harmoniously.
bedding firm dreams Procter & Gamble to BT, Unilever, and Wright adapted the colours so that the
uses group 2 colours; more. One musical note has its own chosen palette came from the same tonal
Mcdonalds corporate properties, but it doesnt do much until you family. They sent out two identical mail
colours are mainly put it with other notes. There are no wrong shots, and they sold 560,000 more CDs
group 3, while texaco notes, and there are no wrong colours, with the tweaked leaflet than the original,
uses a group 4 palette. either. Its how you use them. If you put she says. And all I did was tweak the
them together in harmony, they produce a harmony after it had been designed I
positive response. But it only takes one didnt specify the colours used in the first
bum note to throw the whole thing out. place. It seems the right colours do sell.
piNK
piNK
paNtoNe 176 c paNtoNe 692 c
c0 M35 Y 18 K0
group 1 c2 M26 Y7 K 2
group 3
pe acocK BlUe
tUrqUoise
WarM GreeN
black. examples include soft cream, based hues), are intense and fiery,
e Me r a l D
GreeN
turquoise and cobalt. theyre lively, and they contain black. examples
paNtoNe 2420 c sharp, fresh, clean and youthful all paNtoNe 362 c include olive green, burnt orange and
c65 M0 Y73 K0 about new beginnings, says Wright. c78 M0 Y 100 K 2 aubergine. theyre quite flamboyant
its very common to use them in and unusual; you dont get many
WarM YelloW
ricH WarM
the branding of things like childrens primaries in there, says Wright.
YelloW
toys, pr, sales, sport, and fun sectors and the personalities are strong.
paNtoNe 106c paNtoNe 123c
c0 M0 Y75 K0 of anything. However, if misused, c0 M19 Y89 K0 like type 1, theyre externally
these colours can be perceived as motivated but theyre fiery, even
frivolous and immature. if it isnt immediately apparent.
tUrqUoise
sK Y BlUe
group 2 group 4
piNK
piNK
BriGHt BlUe
Group 2 colours are cool (they Group 4 colours contain blue and
paNtoNe 7696c contain blue), mid range (most process cYaN are cold rather than cool. theyre
c56 M9 Y9 K 21 contain grey) and delicate, but c100 M0 Y0 K0 pure and either very light, very dark
not necessarily light for example or very intense. the personalities
colD eMer alD
colD YelloW