The rebrand and new collateral for A C Niellsen, a property advisory business with offices in London and Amsterdam got us thinking about colour. Once we had clarified the objectives and the essence of the brand the creative team began the development of the collateral. There were lots of thoughts, opinions and preferences about colours and what each meant to the different stakeholders. Researchers say that colours influence not only our mood but also our desire to buy, and whilst much of the interpretation is personal, some colours have universal impact.

Blue is the most popular choice in a business to business environment as it calms whilst conveying confidence and success

Black signifies power and strength

Grey is neutral but similar to black in meaning. It shows authority and modesty at the same time

White signifies purity, perfection, simplicity, and innocence

Green expresses life and renewal. It is a colour of respect and peace that can be associated with finance, safety, and nature

Brown is a warm colour that creates a feeling of harmony and simplicity, seriousness and responsibility

Yellow is used to attract attention, as the human eye sees it before anything else

Red is an intense colour that can attract and reinforce an interest in anything and shows drive and energy

Obviously there are infinite variations of each colour in the spectrum but when you are next motivated to respond to a marketing message, reflect on the colour palette that has been used to attract your attention and see if it resonates with you as it has been designed to do.

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