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What is a brand? Is it a product, service or logo? Or is it an organisation? Oxford Dictionaries defines a brand as “… a particular identity or image regarded as an asset: you can still invent your own career, be your own brand .” A brand can range from a service such as a hair salon, or a product such as a sandwich. A brand can be the product or the company that sells or manufactures a particular item. The logo is one the most important features of a brand as it provides a reference point to begin with, but brands do not achieve their full potential by name and logo alone. In order to help consumers identify what product they are using, what that company sells and what you can expect from them, the brand must have character. To create a brand with personality, one must create a suitable environment for the target audience. One of the main aspects of a brand is colour, which helps draw the consumer in to have a closer look. Colour plays a significant role in communication; it br...

Having worked in the creative sector for nearly twenty years, I’m pretty good at seeing a colour and being able to give it its corresponding Pantone reference number. I’m sure many people will think that this is a bit sad, but colour is one of the most powerful tools that a designer can draw upon and understanding how colour affects us is key in communicating messages effectively. There are many essays and academic papers on the subject of colour theory. It isn’t my intention to simply regurgitate this material. My aim in this article  is to explain how colour affects us at a basic human level and examine the ’expressive’ qualities and ‘cultural associations’ that we all have with the colour spectrum. Colour touches us all of us at a basic, even primal level. To give you an example: In nature we all know that Red is a warning colour. Red berries, Red-capped mushrooms, - they’re poisonous right? We also know that Yellow in certain situations means danger – think wasps, bees and...