Colour is a wonderful tool to make our messages more meaningful and our target audience more engaged. Here are the 5 reasons to use colour in your lives..
1. Use colour for symbolism
From our early childhood learnings and even from our innate animalistic behaviour, colour elicits psychological associations with thoughts and feelings. For some, colours can have positive or negative connotation depending on the context. For example, although red is often associated with danger and a warning, in another context it can be associated with passion and love. Which colours we use should change depending on the context so to not confuse the audience and detract from the message.
2. Use colour to improve recognition
We recognise objects more quickly when their colours a familiar. If you are aiming for speedy recognition, use colours that are normally associated with your target audience.
3. Use colour to speed visual search
Colour coding is a great way to convey information quickly, which facilitates visual search. Visual searching occurs when we actively scan the document to locate a specific section among many distractors. Colour makes it easier to visually navigate, speeding up the search process.
4. Use colour to convey structure
Colour can be used effectively to convey a structure. Featuring a different colour header or titles will make it easier for your audience to navigate and find your messages.
5. Use colour to enhance meaning
Our brains are compelled to find meaning in what we see. Our eyes are attracted to bright and contrasting colours meaning we find meaning from powerful visuals. Using colour can emphasise an object or element that has the greatest value.
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