Designers look to identify the colour schemes that guide audiences to feel a certain way, often before they even know what they’re looking at. In this article, we’re looking at the two main schools of thought around colour.

Consider your favourite brands. What is it that draws you to them? Is it really just the products they make? And why is it that each time you need a new laptop, or a new car, there’s one brand that rolls off the tongue?

Humans are innately visual creatures. Research shows that we can process a visual scene in just 1/10th of a second - that’s about the same time as it takes you to blink. It’s therefore in our very nature to make snap judgements as we assess the scenes infront of us. Branding is no different.

For start-ups and scale-ups looking to find their place in the world, communicating who you are [to the people who need to hear it] is an integral chapter in your brand’s growth story.