ORIENTATION
COLOUR STRATEGY
colour coding
Colour can be used effectively to improve visual search in most settings.
Conveying information in the most simple and aesthetically pleasing way helps people reconnect more easily to previous routes and increases functionality.
The use of coloured texture to enhance orientation has become a more intuitive alternative to traditional approaches.
Colour coding different zones improve the speed of visual search, which reduces stress levels in high-density spaces.
COLOUR THEORY
COLOUR CONTRAST
creating familiarity
Talking colour theory is far from black and white.
It comes down to colour contrast rather than the meaning of one particular colour when designing environmental graphics. Colour can be seen more as a recipe than a set of isolated elements and there are limitless combinations of colour, which have different levels of impact.
Biologically, our eyes perceive colours in different levels of stimuli. Yellow, for instance, is 20 times more likely to be recognised than blue. Colour perception is also highly influenced by culture. Even though we live in a globalised world, when we look at a particular palette we can make a pretty good guess from which continent it comes from.
The combination of biologically universal and culturally relative explains the profound impact colour can have on people.
NARRATIVE
CREATE MEANING
storytelling
We are surrounded by brands, logos and colours, which are designed to be bigger, bolder and brighter.
While subtly underlining a marketing strategy, coloured textures create a place to remember while respecting the interior palette and spatial design concepts.
The choice of texture and colour can evoke associations or relationships to a marketing strategy and logo in an abstract way. This is a powerful tool when integrating various stories and cultures into one project.
HUMAN INTUITION
COMMUNICATE MOOD
create memories
Compared to emotion, mood refers to a
longer-lasting, milder and generalised experience. We have long known that lighter colours have a more positive impact on us than darker colours.
Combining texture and colour creates stronger emotional connections by implementing a more concentrated visual message.
Coloured textures are being absorbed into the subconscious mind and become part of our long-term memory. Revisiting certain spaces or textures can trigger long lost memories, similar when certain smells remind us of childhood experiences.