s p ec i al r e p or t
Pro insight
the Colour affeCtS
SyStem in aCtion
pOwerfully BOOSt a BrandS perfOrManCe
uSIngangela wrIghtS fOur-grOup SySteM
A
ccording to the Wright Theory,
the psychological effects of colour
are near-universal. If harnessed
correctly, designers can control the
message of their colour palettes and,
crucially, kill subjective debate around
1 colour with evidence to back up their
decisions. Heres how it works
Every shade, tone or tint on the colour
spectrum can be classified into one of four
colour groups, based on how warm or cool
it is. All the colours within each group
2 correlate mathematically and naturally
harmonise, while colours combined from
different families dont.
There are also four basic personality
types ranging between extrovert and
introvert and each type has a natural
affinity with one colour group. Universally,
everyone will find a palette chosen with
3 colours from the same group harmonious,
but theyll find a palette drawn from their
personality types corresponding colour
group even more attractive.
Music and colour work in much the
same way, explains colour psychologist
Angela Wright, who developed the Colour
Affects System from her findings using the
4 Wright Theory. Shes provided colour
palettes for clients ranging from Shell
bP uses group 1 colours; International Petroleum Company and
bedding firm dreams Procter & Gamble to BT, Unilever, and
uses group 2 colours; more. One musical note has its own
Mcdonalds corporate properties, but it doesnt do much until you
colours are mainly put it with other notes. There are no wrong
group 3, while texaco notes, and there are no wrong colours,
uses a group 4 palette. either. Its how you use them. If you put
them together in harmony, they produce a
positive response. But it only takes one
bum note to throw the whole thing out.
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may 2017
Currently, Wright is working on a
digital version of the Colour Affects
System, which will be launching at the
endof this year. The software enables
usersto select their starting colour
thedominant logo colour, for instance
and then classifies it into one of the four
groups, removing all colours from the
other three groups. Users are left with a
huge, harmonious selection from which
tothen develop a brands colour palette.
You pick the subsequent colours for
your branding scheme in the same way
asyou do now, Wright explains. Youve
got a large framework there are millions
of colours to choose from except there
are no bum notes, because there are
mathematical correlations that underpin
each colour, she adds.
hoW effecTiVe iS The coLour
affecTS SySTeM?
A few years ago, Wright was asked by
amail order company to adjust the
coloursof a leaflet selling an opera CD.
The in-house design team had created
aleaflet and they wanted me to tweak
thecolours into harmony, she recalls.
The ones theyd used were okay quite
familiar but theyre werent right, either
psychologically or harmoniously.
Wright adapted the colours so that the
chosen palette came from the same tonal
family. They sent out two identical mail
shots, and they sold 560,000 more CDs
with the tweaked leaflet than the original,
she says. And all I did was tweak the
harmony after it had been designed I
didnt specify the colours used in the first
place. It seems the right colours do sell.
may 2017 C olour t he or y

piNK

piNK
paNtoNe 176 c paNtoNe 692 c
c0 M35 Y 18 K0
group 1 c2 M26 Y7 K 2
group 3

pe acocK BlUe
tUrqUoise

TyPe 1 PeRSONALITy TyPe 3 PeRSONALITy

paNtoNe 310 c paNtoNe 313 c
c48 M0 Y9 K0 Group 1 colours are clear, delicate c100 M0 Y 11 K 2 Group 3 colours are warmer than
and warm, and contain yellow, but no group 1 (they contain more yellow-

WarM GreeN
black. examples include soft cream, based hues), are intense and fiery,
e Me r a l D
GreeN

turquoise and cobalt. theyre lively,
paNtoNe 2420 c sharp, fresh, clean and youthful all
c65 M0 Y73 K0 about new beginnings, says Wright.
its very common to use them in
WarM YelloW
and they contain black. examples
paNtoNe 362 c include olive green, burnt orange and
c78 M0 Y 100 K 2 aubergine. theyre quite flamboyant
and unusual; you dont get many

ricH WarM
the branding of things like childrens primaries in there, says Wright.

toys, pr, sales, sport, and fun sectors
paNtoNe 106c
c0 M0 Y75 K0 of anything. However, if misused,
these colours can be perceived as
frivolous and immature.
YelloW
and the personalities are strong.
paNtoNe 123c
c0 M19 Y89 K0 like type 1, theyre externally
motivated but theyre fiery, even
if it isnt immediately apparent.

tUrqUoise
sK Y BlUe

personalities that reflect these Friendly, traditional and reliable,

paNtoNe 284c colours are externally motivated and
c59 M17 Y0 K0 eternally youthful. light on their feet,
these people love to dance and are
clever, but dont like being bogged
pUrple
paNtoNe 2200c these tones are popular in branding
c82 M1 Y 17 K3 and work for well-established
companies. However, they can convey
Fire Y pUrple bossiness or appear old-fashioned

down with academic debate. if they are misused.

paNtoNe 2577 c paNtoNe 2355c
c40 M54 Y0 K0 c55 M100 Y0 K0

group 2 group 4
piNK
piNK

paNtoNe 2064 c paNtoNe 232c

c13 M45 Y0 K0 c6 M70 Y0 K0
TyPe 2 PeRSONALITy TyPe 4 PeRSONALITy
cool MiD GreeN cool se a BlUe

BriGHt BlUe

Group 2 colours are cool (they
paNtoNe 7696c contain blue), mid range (most
c56 M9 Y9 K 21 contain grey) and delicate, but
not necessarily light for example
Group 4 colours contain blue and
process cYaN are cold rather than cool. theyre
c100 M0 Y0 K0 pure and either very light, very dark
or very intense. the personalities
colD eMer alD

raspberry, maroon or sage green. are the same - very clear;

GreeN

characteristics include understated everythings black and white,

paNtoNe 7723 c elegance and timelessness. paNtoNe 3275c says Wright, adding that type 4
c69 M0 Y54 K 7 c90 M0 Y52 K0
the personalities are cool, calm personalities are internally
and collected, says Wright. theyre motivated, often very efficient
cool YelloW

colD YelloW

internally motivated, but very and dont suffer fools.

sensitive to how others are feeling. containing black, white,
paNtoNe 607c paNtoNe 102c
c3 M0 Y34 K0 they dont want to be at the forefront c0 M0 Y95 K0 magenta, lemon and indigo, this
of anything, but theyll be the power groups characteristics include
cool NaV Y BlUe

colD NaV Y BlUe

(reFle X BlUe )

behind the throw. in branding terms, efficiency, sophistication and

these colours are rarely if ever excellence but misused, the
paNtoNe 2150c used, because theyre very reFle X BlUe colours can be seen as unfriendly,
c83 M39 Y 15 K13 recessive, she explains. c100 M89 Y0 K0 materialistic and expensive.
roYal pUrple
cool MaUVe

paNtoNe 2705c paNtoNe Violet

c40 M36 Y0 K0 c70 M76 Y0 K0

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