Janoschka magazine_Linked_V2_2017

issue #2 © l i n k e d 31
Without Words
the Language
of Colours
Stop at red
cross at green
Meanings are attached to colours, just as they are to words. Colours also have the power to
convey moods. They are the most effective way to establish brands and companies firmly
in the heads of consumers, creating a viable and sustainable brand image. This is what
makes colour selection one of the most significant communication tools for global marketing
and absolutely crucial for commercial success. Choosing them wisely is, therefore, of
inestimable importance for logos and figurative brands, corporate design, packaging and
the product itself, but it is also essential to take cultural aspects into consideration.
The effect of colours can be mesmerising. Whether
we are aware of it or not. Expressive and efficacious,
it is impossible to imagine communication
without them. Throughout the world, traffic lights
and stop signs send clear signals. In many cases
though, the context is important for the message
of the colour: a gathering of people dressed in
black may just as easily be mistaken for a group
of mourners, a graduation ceremony, an exhibition
opening or a punk rock concert.
How long has a pink bow symbolised the birth of
a girl and blue that of a boy? Why is custard not
blue? How did the change from red to green to the
background of the yellow M of McDonalds come
about?
The perception of colours is a cultural thing. The
preference for certain colours is determined by the
meaning that is given to them in a particular culture.
In order to use colours successfully, so that
the messages are correctly understood, it is vital to
scrutinise the cultures of the target markets in this
area. At the same time, neither fashions nor trends
should be disregarded.