Imagine a world without colour. When we think of what brings something to life visually, we think of two things: colour and movement. Colour is a key communication tool generating emotions and reinforcing desired messages. In the global landscape however, the symbolism of certain colours can vary depending on the culture. So clear and precise use of colours is integral to the success and acceptance of brands in an international environment.
Yellow is an interesting colour. In most western countries, Australia included, we tend to associate yellow with happiness, energy and warmth. In France and Germany however, yellow is linked to jealousy and weakness; quite strange in comparison to African nations where yellow is most associated with money, quality and success. Makes sense when you think about its resemblance to gold! In Thailand, it is thought to be sacred and lucky; yet in China it is associated with pornography.
Green has a powerful association with freshness, health, youth, and fertility. It is also synonymous with luck due to its relationship with Ireland and Saint Patrick. The health food industry is awash with the use of green to evoke the earthy and organic aspects of products. Not surprisingly green is also the most used colour to symbolise sustainability goals and corporate social responsibility frameworks.
The strong emotions of love and passion have been connected with the colour red throughout history. While it is the colour of passion, it is also used to signify danger and anger. In Asia, red represents celebration, prosperity and good luck.
The safest colour of all? Blue, which is thought to evoke security and trust. It can also stand for immortality and good health, hope, heaven and spirituality. And while it also has a known association with depression and loneliness, it is often used to evoke peace and tranquillity. Blue is a colour of clarity and intelligence, telling symbols of a premium brand. We have developed our entire brand around the colour blue – Loulaki Blue. We don’t offer a blue ribbon service for nothing!