The theory of colour refers to the emotional or psychological impact that certain colours have and this prompted me to look at how organisations use colour in their businesses, whether this be for marketing or other purposes. I started off with food and found that the two big supermarkets use colours as well as text in the packaging to distinguish between their ‘basic’ and ‘premium’ ranges. The packaging for Tesco’s ‘value’ range is predominantly white with plain red and blue lettering whereas their ‘finest’ range sports silver packaging with stylish black letters.
The contrast between Sainsbury’s ‘taste the difference’ and ‘basics’ ranges is even greater with deep violet with gold lettering being used for the premium products giving the impression of rich sumptuous products whilst the basics range is in plain white with orange lettering.
I found too that the labels on bottled water was usually either blue or green, giving an impression of coolness, whilst the labels on coffee was generally in much warmer colours.
The use of colour in public sector organisations is noticeable too when you start to explore it, although their purpose is obviously quite difference. What I found was that the suggested proportions to provide balance are totally disregarded and often reversed, presumably so that the object stands out, for example, police cars, ambulances, road signs, car number plates.