Colour can change how we feel, change how we view the world, reinvent the bland, provide spectacle, and help us to tell powerful stories.

Colour can seduce us. Indeed, the power of colour is widely acknowledged as the key influence in purchasing decisions; a seminal US study called Impact of Colour in Marketing found that up to 90% of snap judgments made about products are based on colour alone. Effective use of colour can not only contribute to differentiating products, but also influence our moods and feelings - positively or negatively.

Many studies have showed that red pills are more effective stimulants than blue pills, while blue pills are more effective sleeping tablets than pills of any other colour.  This is true even in tests where the coloured pills were placebos, containing no stimulants or sedatives, underlinging the power of our intuitive, probably primal associations with certain colours.  

Colour thus functions as a strong primer, exerting a direct influence on our motivation and on our psychological and physiological responses, without our conscious awareness.

In a complex, choice-heavy marketplace it has never been more important to get the colour message right.