How do people experience colour?

How do people experience colour?

Understanding what consumers really want, and how technology can make it happen

Context

Colour can convey a lot about a brand, but how it makes consumers feel depends on context (how and where it is seen) and their own unique goals, preferences and cultural background. Our client wanted to know how brands in other sectors were using colour to communicate with a specific consumer segment, so it could apply that to its own markets.

Approach

We identified hundreds of brands targeting this consumer group across sectors and recorded how they were using colours to communicate. Using machine learning and data science, we clustered and identified sub-groups of approaches that brands were employing. We combined data science insight with design and behavioural science understanding to generate hypotheses for what these colour choices mean to consumers.

Impact

Our client now has a portfolio of colour strategies for interacting with their target market, backed by current real-world business information, data science, and expert insight. The strategies we created have been shaping the approach of development and packaging teams, and have been encouraging cross-functional thinking across the organisation.

Using our experience in design and data science, we intricately analysed what colours brands used within specific contexts and markets. We mapped these colours and identified associated emotive intent. This resulted in broad, market agnostic colour and emotion themes the client could apply in their own products.

Using our experience in design and data science, we intricately analysed what colours brands used within specific contexts and markets. We mapped these colours and identified associated emotive intent. This resulted in broad, market agnostic colour and emotion themes the client could apply in their own products.

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