Why or often why not to choose a colour is something I think about daily, it's a major part of everything I do. It’s a basic, core decision, but not one which everyone fully understands or considers beyond fashion.
However, you don’t want to hear a lecture on the science of colour and light as we probably all studied it at some level in education. Besides, the internet contains far more knowledge than I can offer here.
     Instead I just thought it worth giving a general insight into the importance of colour selection, its various origins, potential effects and how we perceive it. A little food for thought for any project or changes you’re considering in any form of design, not just interiors. These principles are implemented in every field of design (or at least they should be!) as colour is never just about what looks nice. There's way more than meets the eye.

When communicating the design of anything, the choice of colour is critical. Colour can and does affect the way we perceive shape and form, it affects our spatial awareness, it affects absorption, distribution, reflection of light and it affects our understanding of an object and how it communicates its lines. The list is almost endless of how colour influences our decisions and behaviour.
     I'll leave the behaviour/perception of light for another piece as it's a topic all on its own. Instead, let me explain why as a designer (or anyone making a decision on a colour) it is so important to get something so simple as correct, to avoid miscommunication or failing to send the right message. It's largely subjective and all depends on the location and the person looking at it…

There are ‘rules’ when we refer to colour in history, religion, architectural periods etc etc but personal colour preference is of course entirely subjective. There are no right or wrong answers when it comes to colour choice but merely what we prefer as individuals and the effect certain colours have on us. Understand that as no two people have lived the same life, no two people will feel exactly the same way about any particular colour. Its effect on that person, emotionally and the memories it triggers will be different. From my perspective as a design professional, this is a key consideration. I can never assume or presume anything about a single person’s perception or preferences but I can, via educated research know what the general feeling would be of a group of people in a commercial/public setting.

The principle of our moods and even our health being affected by the colours which we are exposed to is nothing new. In fact ‘chromotherapy’ was practiced by the ancient Chinese and Egyptian cultures. This was the practice of exposing individuals to coloured light as a way of balancing and treating problems both physically and psychologically.

In this treatment for example:
Red was used to stimulate the body and mind and to increase circulation.
Yellow was thought to stimulate the nerves and purify the body.
Orange was used to heal the lungs and to increase energy levels.
Blue was believed to soothe illnesses and treat pain.
Indigo shades were thought to alleviate skin problems.

Of course, I’ll let you decide for yourself how many of those theories and beliefs hold any validity in the modern era! However, As far as our mood responses go, we still use the same very basic principles today (whether you know it or not)...

As you know, red is associated with passion, heat, stimulation, danger and aggression. Yellow is commonly viewed as a pure, invigorating, ‘positive’ and revitalising colour. Orange is associated with energy and positive focus. Blue is often associated with coolness and calm. There are commonly associated emotions with every colour in existence. Some based in nature, others learned via the society we live in...

In some examples, our response and perception is pre-programmed, evolutionary. For example; red within nature is a warning sign of danger, the presence of poison/potential death, bleeding etc. When the colour red naturally occurs in nature it is often a sign that contact with it is likely to be detrimental to an animal’s well-being. The ‘ape’ within us all which still thinks we exist in the jungle will give an involuntary response to a colour. For example; the modern, evolved human interpretation of red is different, as we are capable of detaching our emotions from our evolutionary responses.
So whilst red is still a sign of attention and alert, it has also been socially adopted as a passionate, sexual, aggressive colour and can be used to great positive effect. Far from its supposed warning of danger, it is now very often a sign of desire and want. "Come and get me", as opposed to "stay away!". Ask Christian Louboutin.

 This of course suggests that our perception of colour can be influenced by our social surroundings and common uses of a colour when associated with a brand or message.
     In society, as well as being the Chinese colour of fortune and prosperity, red has been adopted as the colour of socialism, communism and the power of the working man. Blue has been universally adopted to represent the aristocracy, the elite and conservative values (far from ‘soothing’ or calming to a lot of people!). Clear lines drawn in the sand between social and political beliefs with the use of colour.

Other factors can be added into this equation which dictate whether a colour has a positive effect on us or not: A colour which you ‘like’ might not necessarily be in fashion so therefore you’ll view it negatively in a social setting, maybe you'll choose not to wear it any more and your perception of it will change while in that situation. You, personally, might have had a positive/negative experience with a particular colour which subconsciously always creates a positive/negative response. Maybe something as trivial as an unreliable car you once owned.

The tribal practice of ‘picking a side’ whether it be a gang, football team or whatever means that some individuals will avoid contact with a particular colour at all cost, even if they might actually like it! A child can be taught to hate anything blue because its father supports a sports team in a way which goes beyond logic or sense. Would I advise a pub/bar owner to paint the interior or exterior of his building sky blue for the sake of creativity, if it was located next to Old Trafford? For his own well-being… No (if you don't get the sports reference, blues dislike reds, that's all you need to know).

 Historically, colours are given significance via achievement and events that shape mankind. In those instances, some people will select a colour as a reference to another time, maybe a ‘better’ time in their own mind. Colours can be used to reflect on a past memory with fondness, given a completely personal meaning which no one else might understand. Sometimes it is my job to discover and tap into that.

Some colours are highly prized in various countries and cultures due to the rarity and expense associated with the pigments from which they were originally made. In a time before synthetic pigments and mass production of chemical paint, all pigments were found in, and extracted from nature. Some were so incredibly difficult to extract or so rare to find that they were more valuable than gold per gram. So you can imagine that in ancient society, if your clothes and fabrics were dyed with a particularly rare and valuable pigment you had a position of wealth and influence within society. They made a statement about their status without having to say a word, colour was the currency.

Cultures around the world also adopt colours and give them a social/cultural/religious significance. In this situation, a colour can be used to make a statement or to communicate an idea, message or design on another level other than its visual properties. Very often a colour will have a completely different meaning from one geographical location or culture to the next.
Again, if designing a public place or a brand image/logo/identity, this is critical information to be aware of. Increasingly, especially in multicultural societies it is important to know and understand the religious significance of specific colours which can either be seen as sacred or just plain offensive. Ignorance is never an excuse and picking a colour might be a flippant choice to a lot of us, but to others it is the basis of their entire belief system.
     For example, orange is used by Tibetan monks and represents calm and compassion within their culture whereas in the west it is quite the opposite... We see orange as high energy, hot, fresh, powerful and stereo-typically lacking in quality and/or class when it comes to products ("ASBO Orange", as Jeremy Clarkson once said). In another cultural aspect orange has been associated with signs of madness and has been linked in some psychological studies. Vincent Van Gogh, for example, began to use substantial amounts of orange in his work around the time he removed his own ear and slipped into deep manic depression and madness... Far from calm and compassionate.

There are seasonal connotations to colour as well. Red has become closely associated with winter time and especially Christmas due to social factors such as Santa Claus (thanks to Coca Cola) and partly due to naturally occurring elements in nature such as winter berries and the Robin Redbreast. Green and yellow are likewise associated with the spring due to the explosion of growth and new life. Green for this reason is also closely associated with nature and productivity. Bright citrus colours are also synonymous with the summer months due to fruits, flowers, sunshine etc and neutral/natural earth tones are closely associated with Autumn, again for obvious reasons.

 So, my point of all this is that choice of colour can be more important than you think and just because it means one thing to you, does not mean the rest of the world shares that view. In fact it can be the polar opposite!

A lot of designers and manufacturers of products will lead you to believe that there are set rules based on seasons and moods but it simply is not true unless you live your life strictly by fashion and popular opinion. Companies use seasonal change to make money and sell products, we all know this! Your perception of colour is personal and subjective as far as your own environment is concerned... And for an interior design professional, a client in their own home is always right, regardless of fashion.

 In the workplace, a business or office setting, colour is again of the utmost importance. It would always make sense to utilise colours commonly associated with calm, focus and productivity to subconsciously (or consciously) keep staff in a good frame of mind throughout a working day. The last thing you want is for the environment around them to detract from productivity. The boss might love orange, but he’d be a fool to paint the whole building in tangerine orange unless he wants his staff to lose the plot.
The use of powerful colours in large quantities are stimulating for short periods but are proven to cause ‘overload’ and aggravation after prolonged periods.
     For a business, the colours which are selected to represent a brand to the public will affect the way in which they are received. This is based on common preconceptions and stereotypes of what a colour means to most people in that location (as discussed above). Not to mention the way in which a particular colour will form a backdrop to your products and either compliment them, contrast against them or have literally no impact at all and purposely designed to go unnoticed.

In a public place, ‘rules’ of colour use should probably be obeyed as it is not a personal choice you are making or a statement about yourself exactly but more so about your business ethics so it’s best to avoid misinterpretation! Careful consideration should always be given to how colour communicates your vision of your business/company to the target clientele. Get it wrong and you could actually alienate customers. It is THAT fickle, so don't underestimate it as a factor when it comes to communicating who you are and what you do.
     
Never take the effect of colour for granted, no matter if you are developing a brand or just painting your home. It is one of the most effective and cost effective tools at your disposal and can say a thousand words or nothing at all. A change of colour alone can completely alter the statement, perception and appearance of your space or image.
For yourself, in your own space: Always remain individual and true to your own beliefs and personality but at the same time, if the space is used by other people and/or the public... Think ahead a little on how certain colours are commonly perceived as this could prove decisive in the success of a project and attitudes toward you even by a complete stranger.

 Paul Hancock
 (Founder & Director)

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