In a world full of colour, the science behind colour psychology has proven what we see often relates back to emotions and past experiences. This is used within the world of marketing to evoke particular feelings and reactions when consumers interact directly or indirectly with a brand.
As someone who has a form of colour blindness, the best way for me describe it is that I still see colour, but for the most part I cannot tell you what the colour is. Through the inevitable reactions of my peers of pointing at objects and asking “What colour is this? What colour is that?” it appears to me there is a large amount of confusion to what colour blindness really is. Personally I rely more on patterns within an environment to make sense of my surroundings, and colour is merely something to fill those patterns.
Colour blindness affects around 10% of the male population. When we think about this from a business point of view, 10% of males within a target market may not be fully influenced by the colours representing a brand. So how are businesses compensating for this? If organisations were to take away their brand colours, would those products and services still influence the general population in the same way? These are the sorts of questions businesses should be asking, and thinking about whether the design truly reflects the brand.
So, can patterns and design have the same effect of colours when we visualise or see them? The answer is yes, and the human brain is a master of pattern recognition. We draw upon past knowledge, experiences, and intuition in the process of understanding the world around us. Strategically led design provides the potential to create a positive user experience in the understanding of how people behave, determined on their knowledge and past experiences. From this understanding, we can identify what journeys users will undertake in a space and can begin to use shapes, and textures to influence the users experience for the better.
Image source: Lioninoil