Colour effects explained simply

What exactly is a colour?

There are different types of colour, namely light colours and body colours. Light colours are the intrinsic colours of light emitted by a light source. Material colours are visual colour perceptions. They arise from the reflection of light off the surfaces of various objects. An example of this is when we look at the sky: our eyes send information to the brain, which then tells us that we are seeing a particular colour.

What are RGB and CMYK?

RGB stands for Red, Green, Blue. It is an additive colour system and is displayed on screens. In this system, colours are created by mixing light. The more colours used, the brighter the final result. When all three colours are combined, white is produced.

CMYK stands for Cyan, Magenta, Yellow and Key (black). It is a subtractive colour system and is used in printing. The individual colours are printed onto the print object one after the other.

Would you like to find out more about the RGB and CMYK colour spaces? In the blog article Printing terminology We’ve already explained these two types of colours in more detail. Do have a look! 

What is colour psychology?

Colour psychology is about using specific colours to evoke certain emotions and to meet customers’ expectations of products and brands. Different colours trigger different feelings. It is therefore important to ensure that the colour scheme of your corporate identity reflects your core message and appeals to your target audience in the best possible way. If this is achieved, positive feelings can be evoked in the target audience, which in turn contributes to the company’s success.

The importance of colours for businesses, brands and products

The effect of the colour yellow

Yellow is an ambivalent colour. On the one hand, it represents the sun, light, optimism and good cheer. On the other hand, it also signifies danger. The colour yellow is well suited to products or brands where users need to exercise caution when using them, such as tools. But yellow is also ideal for organisations that offer a helpful service, such as the ÖAMTC.

Yellow, when combined with red and orange, radiates a zest for life. An example of a company that uses this colour scheme is druck.at. When paired with blue or pink, yellow conveys friendliness. For example, IKEA uses its yellow-and-blue logo to convey the friendliness of the Swedes. 

Colour rendering Orange

Orange symbolises sociability, activity and warmth, but also intrusiveness and loudness. The colour encourages people to sign up, buy and sell. However, as it can come across as intrusive, it should be used with care. The colour suits young, creative target audiences well. Examples of brands that use the colour orange include Zalando, Fanta and Dunkin’ Donuts. 

druck.at tip: Despite its positive connotations, the colour can also appear artificial and sometimes even cheap. The reason for this is that we often associate the colour with plastic, as very few natural materials are coloured in this way. It is therefore advisable not to choose the colour orange lightly, but rather to make a conscious decision based on the company’s brand identity.

The effect of the colour red

Red is one of the three primary colours and was the first to be given its own name. The colour symbolises happiness, energy and love, but also impulsiveness. It is a signal colour and attracts attention. For this reason, it is often used in sales promotions or to highlight discounts. The colour red also has an appetite-stimulating effect. Consequently, it is often used by fast-food restaurants, as well as more generally by food brands, logos and packaging. Well-known red brands include Coca-Cola, Pizza Hut, McDonald’s and Kellogg’s.

The effect of the colour blue

The colour blue symbolises friendliness, trust and reliability. Blue is considered the world’s favourite colour. It creates a sense of space, clarity and perspective. Sectors in which the colour is frequently used include banking, insurance, the automotive industry and the pharmaceutical sector. Well-known companies with blue logos include Erste Bank, Allianz, Donau Versicherungen, Volkswagen and Pfizer. 

druck.at tip: AMake sure you do not use the colour blue as a wall colour. In a restaurant, depending on the shade of blue, guests may appear pale and unwell. Food with a bluish tinge may also look slightly off.

The effect of the colour violet

Purple has many meanings. On the one hand, it is the colour of theology. As such, it is the symbolic colour of piety, faith and penance. On the other hand, the colour represents luxury and spirituality. Furthermore, purple is a typical fashion colour, the colour of femininity, and is frequently used for beauty and wellness products. Examples include the company Marionnaud Paris and products from Nöm Fasten and Balisto Yoghurt Berry Mix. Well-known brands that use the colour purple include Milka, Twitch and Yahoo.

druck.at tip: WIf you want your website to look creative and unique, we recommend using purple as your main colour. 

The effect of the colour green

The colour green symbolises freshness, naturalness, hope and health. Green is frequently associated with the environment and sustainability. By using green, you can therefore emphasise the environmental friendliness of your company or your products. Of course, the colour green is no guarantee of sustainability, so sustainable companies can also obtain various eco-labels and certification marks. Organic products are also often associated with the colour green. For this reason, this colour features in many organic certification marks. Examples include Bio Austria, Demeter and Bioland.

The symbolism of the colour green varies depending on geography and culture. In Europe, green is commonplace and is therefore not associated with prosperity. In desert regions, however, green is associated with prosperity and fertility.

Colour effect: brown

The colour brown symbolises reliability, authenticity and down-to-earthness. Brown is also associated with nature, as earth and wood, for example, are brown. This colour can therefore be used for products related to gardening. Brown can also be used for websites of cafés, pubs or hotels. Various foods are also associated with the colour brown. Think of coffee, cocoa and chocolate. Well-known companies that use brown as their brand colour include M&Ms, Nespresso and UPS.

Colour effect: grey

Grey symbolises functionality, objectivity, neutrality and professionalism. For this reason, this elegant colour is often used as a typical business colour. The colour is well suited to the fashion, entertainment, marketing/advertising/PR, sport and high-tech sectors. Well-known companies with grey logos include Apple, Toyota, Swarovski and Mercedes-Benz.

Colour effect: black

Black symbolises modernity, professionalism and credibility. The colour black appears elegant and luxurious when it is flawless. This is why the colour is frequently used in the fashion and cosmetics industries. However, it is also used in marketing, consultancy and the financial sector. Well-known brands that use black include Puma, Nike, Prada, Chanel and Gucci. 

Black is a powerful colour and can give any symbolism associated with another colour a negative connotation. Examples of this include:

• Red is love – red and black are associated with hatred
• Yellow symbolises cheerfulness and sociability – yellow and black suggest deceit and selfishness
• Blue and white symbolise harmony – blue and black, on the other hand, symbolise harshness

druck.at tip: When designing your products or packaging, take care not to use too much black, as this can have negative consequences. If you do wish to use the colour, ensure it is a flawless, elegant black to convey a sense of quality.

The effect of the colour white

The colour white symbolises cleanliness, neutrality and precision. It is the colour of light. White is predominantly used as a background colour on websites and in designs. The colour can, in principle, be combined with all other shades. White allows other colours to stand out more effectively. White is often associated with medicine, the natural sciences and high-tech companies. 

An overview of colours and their meanings