Beyond Red and Green
The Hues and Lows of Colour Psychology
It was a hot, sunny afternoon. I was in a rickshaw on SV Road, stuck at a traffic light for 15 minutes. We watched the light cycle go from red to green to red to green to red at least 10 times but we hadn’t moved an inch. It was absolutely infuriating.
However, the only people who seemed happy were the pedestrians. Their flow hadn’t been disrupted and they instinctively moved with the changing lights, seamlessly transitioning from one side of the road to the other. It’s funny, isn’t it, how deeply ingrained these colours are in our minds?
Who devised this colour system that governs roads and transportation internationally? Was it a global decision? And why do these colours make us react in this manner? Is there a scientific explanation for why certain colours trigger specific emotions in humans?
We eventually started to move but the questions remained rooted in my mind and the entire week was spent researching the ins and outs of colour psychology, its influences on our emotions and how it is applied to Indian branding.
The Significance of Colours in Traffic Lights
The first form of a traffic system was used for railways and then later adapted for roads. Invented in 1868 by J P Knight, a railway signalling engineer in the UK. However, after an explosion occured outside parliament, its operational life was brief. The Americans then took over its development of rail use. Its initial iteration was red for stop, white for go and green for caution. However, train conductors had an issue with seeing white at night as they could have been mistaken for stars. This led to a switch to green for go and yellow for caution.
Concerned about growing traffic in America, traffic towers were built around cities and towns to manage the flow. Officers stationed in these structures would blow whistles and flash red/yellow lights to control traffic.In 1920, the first tri-colour, four direction traffic light was pioneered by William Potts.
But why were these specific colours chosen? Well, there’s a scientific reason behind it.
Did you know?
The visible light spectrum consists of seven colours: Violet, Indigo, Blue, Green, Yellow, Orange and Red (commonly known as VIBGYOR) which are arranged in order of longest wavelength. Violet has the shortest, red has the longest, followed by orange and then green. Longer wavelengths can travel farther distances, making them ideal for traffic signals, making red highly visible in adverse weather conditions. Emotionally, red is also known to increase stimulation in the body and mind, alerting us in an instant.
The Psychology of Colour and the Architects Behind It
The Ancient Egyptians were one of the earliest civilisations who studied the effects that colour had on people’s moods and used their findings for health and holistic benefits. From the Ancient Egyptians to Aristotle to Isaac Newton to Carl Jung, many individuals contributed to the field of colour psychology.
Several scientific studies confirm that colour influences us psychologically and physiologically. Many global studies comparing diverse groups, such as men with women, children with adults, laypeople with architects and even apes with humans, demonstrates that colour serves as a universal language that is understood by most.
Colour is not just seen, but felt and constructed. Carl Jung, the 20th century Swiss psychiatrist became a prominent figure in the field when he began to develop art therapies using colour to help people overcome trauma. The understanding of colour’s power has significantly impacted various fields, including branding and design. Around the world, branding leverages colour to evoke specific emotions and associations.
In India, the deep rooted cultural significance of colour provides a rich and nuanced context for its use. For instance, turmeric yellow evokes warmth and homeliness, while green is associated with nature, good luck or even a new harvest. Saffron is one of the most sacred colours as it represents fire and sanctity, however, it has evolved over time to carry political connotations.
Colour symbolism is the cultural evolution of our psychological associations, so how do brands effectively employ colour in graphic design to create compelling visual identities?
The Emotional Impact of Colour on Branding in India
Colour psychology isn’t just about aesthetics, it’s about fitting in with the narrative of the brand and its values. Let’s look at local branding examples to get a clearer picture of the reasoning behind their colour palette:
Kama Ayurveda
Colour Palette: Burgundy, Forest Green, Gold Accents
The rich earthy tones of the colour palette evoke a sense of purity, luxury and tradition while aligning with the brand’s Ayurvedic roots. They also use gold accents to symbolise a touch of opulence and to highlight how Indians associate this colour with wealth and prosperity.
Fabindia
Colour Palette: Warm Earthy Tones, Ivory, Indigo
Colours like Indigo and Ivory can be traced back to India’s heritage and textile crafts. Their minimalistic and muted palette creates a feeling of authenticity and timelessness. Their earthy tones like turmeric yellow and terracotta reds create a sense of grounding and familiarity.
Bombay Sweet Shop
Colour Palette: Bright, Celebratory Colors (Rani Pink, Marigold Orange, Crimson Red)
This is an exuberant and festive colour palette that perfectly captures the essence of the brand and its story. Its food packaging design is known to evoke nostalgic memories of festivals celebrated around the country, creating a strong emotional connection with consumers.
Each colour palette is deeply rooted in India’s heritage and at the same time manages to enhance the brand’s story further in an authentic manner.
Studio PH Brings Colours to Spice
At Studio Paperheads we follow a similar approach while determining a brand’s colour palette, as we are crafting stories that are culturally relevant, contextually aware and consumer centric. One of our favourite colour palettes that we created was for Marigold Spice Company. Known for their organic and locally sourced spices, we intentionally chose each colour based on the feeling created by each spice and its origin. Balancing familiarity and originality, we opted for both light and dark variants of each hue, creating a visually rich yet cohesive spectrum.
From choosing the right colour palette to ensuring consistency across all touchpoints, a colour strategy can help create a memorable brand identity. It can elevate your brand’s perception, drive brand loyalty and ultimately boost business growth. Consider the subtle impact colour has on your life, your brand and your consumers. Do you think you are harnessing the full potential of this visual language for your brand’s narrative? Colours give our world meaning. Let’s explore these limitless hues together.
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