Why Colours matters

Colours and their meanings

Colours affect us emotionally. They can make us happy, sad, excited and melancholic. Although the perception of colour is individual, some key interpretations are universal. Colours influence us through deeply rooted cultural norms, but also in ways that society has predetermined.

A store, or a retail chain, has many different colours to consider. On one hand, it has its own brand colours, but it also has seasonal colours, sales guides and other colour codes that match different target groups found in society.

Together with typography, colour is important to create brand recognition. It’s therefore key to be consistent, to use the same colour theme in different channels and formats. For example, the colour used to display a new product on the web should be used in-store for the same purpose.


So, what do different colours symbolise? What emotions do they express?