Colour : The Influence on Communication

Have you ever tried to imagine

what it would be like living in a
world with no colour?????
INTRODUCTION

Colour is the element of art that is produced when light, striking an

object is reflected to the eye.

The beautiful world around us is filled with colors. Without color all
things around us would have been pale and lifeless.

It is the most important tool of visual communication.

 • Get attention
• Show direction

OBJECTI
• Illustrate structure, relationships and
patterns
• Speed the sorting of information

VES • Help learners recall key information

• Make information in job aids easier to
find
• Creates or change a mood
• Give yourself a jolt of energy
WHERE COLOUR COMMUNICATES
Brochures and announcements

Maps and diagrams

Hand-outs, job aids and instructional materials

Visual aids

Physical Environment

Evaluation and Feedback instruments

Name tags and name tents

 • Color of love and rage, suggesting intensity,
power, passion, and action

RED
• Demands Attention and encourages people
to take risks

• Increases your heart rate

• Overuse can cause a negative emotional

response like aggression.
RED
• Retailers like Target use red because the color’s
sense of urgency may drive people to make
purchases, whether on impulse or because of an
urgent call to action like the final hours of a flash
sale.
 • Colour associated with fun and youthful
enthusiasm

• Orange is vibrant, and its lively energy is perfectly

suited for attracting a younger (or young at heart)
group.
ORANGE • Focuses mind on issues of physical comfort and
sensuality

• Too much use shows lack of serious intellectual

values
ORANGE

Fanta : A fruit-flavored carbonated soft

drink from Coca Cola has brilliant Orange
logo, which perfectly captures the fun of
grabbing a soda on a hot afternoon.
• It’s a color that won’t be ignored

• Associated with joy, happiness, and energy

• Yellow helps to release a chemical in the

YELLO
brain called Serotonin, essential for causing
a happy mood W
• Take a look at the brands that use yellow -
they’re happy, cheerful, and lively
 YELLOW

McDonald’s golden arches are kid-friendly, fun,

and recognizable all over the world.
 • Black is timeless, elegant, and
sophisticated

• Gives an impression of strength and

authority
BLACK
• Communicates absolute clarity, with no
fine nuances

• Conveys sophistication and seriousness.

BLACK

•The British Broadcasting Corporation (BBC) logo is similarly

minimalistic, and their refined black styling gives it a sense of
authority and respectability worthy of a world class broadcaster.
Green

• Green is considered “rejuvenating and natural,”

• Associated with well-being, growth, and nature
• This colour is the easiest for the eye to process
• Popular color for companies advocating for
healthy lifestyles, promoting environmental
issues, organic products, and banks (money is
green!)
Green
John Deere is an American corporation
that manufactures agricultural
machinery, and use green, reminding
people that they are deeply connected
to the earth. 
 • It promotes feelings of trust, security, order, and
tranquility

• Blue has been shown to calm the senses and even

lower blood pressure

BLUE • Some tests show that people are at their most

productive in blue rooms, and you’ll find many
companies using the color to capitalize on that trust.

• Blue is the most oft-cited favorite color for both men

and women
BLUE

• Tech brands like Intel and Dell use

blue to relay their security and
reliability; no one wants to purchase
a computer that frequently crashes.

• Brands selling machines use

blue: GE and Ford use it, relaying
their solidity and reputability. 
 • Purple is the color of nobility and ties
to kings and queens – connected to
royalty and opulence

• Evokes wisdom, creativity, and

Purple
imagination - stimulates problem
solving.

• Overuse gives people the impression

of falsehood.

• Excessive use communicates

something cheap and nasty
Purple
•The Hallmark company, which is the
oldest and largest manufacturer of
greeting cards in the USA, with its
slogan “When you care enough to
send the very best,” uses purple to
relay grandeur and opulence.
•The Cadbury brothers are thought
to have picked the colour as a tribute
to Queen Victoria, and it has been
used on their chocolate wrappers for
more than 100 years
Role of Colour in Visual Presentation
Colour is one of the most important elements of communication, be it painting, photography, film or 3D rendering.
Colour plays a critical role in our everyday life. Color can sway thinking, change actions, and cause reactions. Colour
can attract any individual’s attention or change their mood. It can cause irritation or soothe your eyes.

Colour can also be the first physical appearance to your eyes that distinguished something with something else,
either in animate objects or living things.

As colour can easily attract person’s attention therefore it is easy to learn with multiple colours rather than black and
white images.
 • Colour can sway thinking, change actions, and cause
reactions.

• Colour is tied to religious, cultural, political and social

influences.

• We learn to communicate through colour before our

language skills are developed.
Power of
Colours