Colour: What Does it Evoke in You? What to Consider When Adding Colour in your Home or Business
Colour has always been an integral part of the design process—it’s not just used to make a space look pretty. Colour is truly multilayered and complex, making it one of the most important components to consider in design.
For some, red is merely red, and white is just white. Or so they think. In reality, white might symbolize spiritual purity in one context, while culturally, it could represent something entirely different. The same holds for red, blue, and every other colour in the spectrum. Colour can be interpreted individually in a myriad of ways: psychologically, spiritually, and culturally.
Recently, I had a presentation with a client where I had to present a primary bedroom concept. I typically create two concepts: one that I know they will like and is 'safer', based on their wishlist, and a second, more adventurous one. This second concept takes them on a journey of new interpretations that I design, still incorporating their wishlist but introducing colour and pattern in different meanings and applications that usually push them out of their comfort zone. This recent presentation reaffirmed that one's perception of colour is deeply layered, emphasizing the importance for designers to understand these nuances, as well as our own biases and perspectives when creating both residential and commercial spaces. In this instance, a design I perceived as calming and joyful evoked the opposite for our clients despite their love for the colours individually.
As designers, we often consider the psychological implications of colour, predominantly from a Western perspective. For example, blue is viewed as calming, while red demands attention and can even raise body temperature when used extensively. These associations have long been embedded in our Western psyche, often unconsciously, influenced by scientists like Newton and theorists like Carl Jung.
Consider the colour of signs and brands that surround us daily. What feelings do they evoke in you? Urgency, calmness, or confusion? This reaction is deeply ingrained, and what’s more fascinating is how these perceptions can vary across different societies.
Culture also plays a significant role in our unconscious interpretation of colour. In the Western world, black has long been associated with mourning, yet it is also considered a hallmark of high fashion. Conversely, in Hindu tradition, white is worn for mourning, while in other cultures it symbolizes purity. The colour orange in North America might evoke thoughts of construction and safety, or warmth and harvest, yet in some Eastern cultures, it is sacred and symbolizes courage and happiness. This dichotomy extends to every colour, affecting global perceptions of blue, red, brown, green, and yellow.
In a multicultural and interconnected world, it is crucial for designers to acknowledge their own biases and the perspectives they bring to colour. Understanding our clients’ personal and professional associations with colour is equally important. Relying solely on a decorative, Western psychological approach to colour will not fully serve our clients. By taking the time to understand their backgrounds, cultures, values, and the deeper meanings of colours, we can create spaces that are truly reflective and harmonious for the client, as well as businesses that attract and retain customers and foster a positive environment for employees. All it takes is time, a bit of research, intuitive thinking, and attentive listening.