SPECIAL REPORT
Colour is a pivotal element in the design process and the single most important part of
visual design, and that if used properly, it can make a company, as well as its brand and
products, stand out from its competitors.
The evolution of pink began in the
1950s, Wong shared. It was only then
that pink was first closely linked with
women. In fact, it became the colour
of the decade. Companies started using
pink in their products and marketing
that targeted women. Then in 1959 the
pink Barbie doll entered the hearts and
minds of little girls. It was the way the
colour was marketed that determined its
acceptance, she declared.
But more recently, “protest pink”
emerged, as an expression of strength
and a rejection of outdated attitudes.
Consequently, the colour has become
more appealing to male consumers,
she explained. It has also gained wider
acceptance in all product categories, as
well as in restaurant and office design.
❖ Yellow, associated with the sun,
is the essence of light, signifying vitality
and energy, and suggesting intellectual
curiosity, according to Wong. It sharpens
the memory and helps concentration.
Seen as the happiest of colours, yellow is
popular for children’s toys and clothing.
Because it is an attention grabber,
especially with black, it is often used in
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Retail Asia June/July 2018
warning signs and to make products
stand out in the marketplace.
❖ Orange is a symbol of the
fruitfulness of life, she said. The bold
and brighter shades are the most
fun-loving and impactful, while the
shades closer to red are more sultry
and sensual. Orange appeals to our
senses, stimulating the appetite, so it is
good for food products and fast-food
restaurants. The 1990s saw the birth
of orange in the fashion world, with
the deeper orange shades signifying
strength, endurance and luxury and the
softer peach hue signifying warmth and
welcome.
❖ Brown symbolises longevity and
reliability, said Wong, pointing out
that even people who profess to dislike
the colour often surround themselves
with wood because of its association
with nature, comfort and contentment.
Additionally, the brown hues of
chocolate and coffee have led to brown
being associated with a luxury feeling
today.
❖ Blue, the colour of the sky and
the oceans, is the most dominant colour
in our natural habitat, symbolising
respite, retrospection, peacefulness,
tranquillity and dependability, making
it the No.1 choice for colour branding
and integrity. Navy blue signifies
leadership, confidence and reliability,
while aqua and turquoise, the need to
escape.
❖ Purple, the rainbow’s most
complex colour, is enigmatic and
magical, said Wong, a marriage
between the excitement of red and
the tranquillity of blue. It represents
not only high creativity, artistry and
non-conformance but also regal
luxury, especially when highlighted
with metallic gold. Purple is a good
colour for branding for companies who
want to be thought of as dependable,
forthright and innovative, she
suggested.
❖ Green, soothing to our eyes
and linked with nature, is often used
by companies that want to promote
the message of good health, Wong
explained. Green surroundings cause
us to breathe more slowly and deeply,
reducing stress. It is therefore a
counterbalance to our hectic lives and
fast-advancing technology. The colour
is becoming more popular in internal
and external architecture.
❖ White conveys the message of
purity, peace, freshness and hygiene,
said Wong. It is the top-selling colour
every year and the quintessential
colour for contemporary design.
It symbolises a calming influence.
However, she warns, too much white
can be blinding, so an element of
colour should be added, or off-whites,
which carry warmth.
❖ Black is considered the essence
of luxury and is associated with power.
It is also associated with gloom and
doom to some extent, but in the
1990s, thanks to the black dress and
Japanese fashion designers, it became
a key fashion colour — sophisticated,
elegant and classic in all cultures and
for all ages.
❖ Grey, symbolising dependability
and calmness, continues to be popular
across all product categories, she said.
Wong concluded her presentation
by emphasising that colour is a pivotal
element in the design process and the
single most important part of visual
design, and that if used properly, it
can make a company, as well as its
brand and products, stand out from its
competitors. ra