The Influence of Colour

Our first task was to look into the positive and negative connotations of colours, specifically ‘Pink’ for me. Colours can have a huge influence in the promotion and marketing of an object and I think the colour pink itself is a perfect example of this. After the research, we were tasked to produce a moodboard representing both sides of the associated connotations.

I began the project by brainstorming my immediate thoughts for pink. Immediately, I found that there are many more negative and stereotypical connotations to the colour, than I originally thought. My research led me to discover that the key negativity connotations linking to pink on the negativity side included:

  • Women being seen as the weaker sex- hence a pale rose colour
  • Stereotypical link to baby girls
  • The use of pink within film/music is most often used to represent females
  • Barbie, one of the famous children’s toys is pink
  • Emotions linking to pink involve, timidity, emotional, weakness and unwillingness. All of which are seen as undesirable.

The moodboard I produced to show the negative connotations of pink, demonstrates multiple different genres where pink has been used to portray women as less superior or to stereotype all females. This was important to convey on the moodboard because the main theme I came across when researching pink as a colour, is the impact it has had on women.

On the other hand, I found that pink can have many positive connotations too. More and more women are using this colour to switch up the stereotypes and use the colour in a more powerful way. This includes:

  • Empowering one another through using the colour in adverts and signs
  • Helping to promote breast cancer and raise awareness for it
  • Portraying love and kindness through products
  • Representing luxury and intricacy within brands

On the whole, I found that not only this colour but all colours can be used to express significance and meaning behind an object/campaign/films. I think it made us realise the impact the colour can have on the product and how crucial it is to choose the correct colour palettes when creating a product. A key tool I found which helps with this is Jung’s archetypes. Carl Jung produced them as a result of his research to help further understand the personality traits of a consumer.

By considering this we can aim a product at the correct target market and identify the needs and desires of them. This will help to dictate the colour palettes required. For instance, products aimed at consumers aged 5-9 years old, wouldn’t typically involves greys and blacks but more bright and bold colours which would be appealing to them.

Any stock photos are courtesy of Unsplash

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