Published
April 25, 2025
For anyone who didn’t study Graphic Design in the early 90s, we had a regular lesson called Professional Studies (and yes, there was an exam at the end). We learned all the typographic terms (pt size, leading, kerning, all the geeky stuff). We also learned about printing techniques like offset lithography, flexography, and gravure. Digital printing wasn’t really a thing back then. And then there was colour theory: visible spectrum, digital spectrum, CMYK print spectrum.
There are about 10 million colours visible to the human eye. But screens and displays can only show a fraction of those. Printing narrows the range even more, depending on the process — sometimes 10,000, sometimes just 1,000.
So when scientists recently claimed to have discovered a new colour perception (olo, see below) created by stimulating specific cells in the retina, it wasn’t a huge surprise to me. Colour isn’t just what we see; it’s what we perceive. And that perception shifts from person to person, and screen to screen. That’s what got me thinking again about how colour works in branding.
If you’re viewing this on a screen, the colour you're seeing isn't the same one they saw. And if you've printed it out (first, thank you), then you're seeing yet another version. So, does colour really matter?
Well, yes. But not in the way we often think.
Colours carry emotional associations. Red = danger. Green = nature. Blue = calm. Yellow = Bannanas. As designers, we use these to create connection. But here’s the thing: those meanings aren’t universal. Culture, context, even biology — they all play a part.
Nearly 5 percent of the population has some form of colour blindness. And every person sees colour differently. So it’s dangerous to make assumptions. Blue might feel calming to you. But to someone else, it could feel cold. Or sad.
A few thoughts to keep in mind:
Use colours that resonate with both you and your audience (the uniform you’ll have to wear forever).
Remember, your brand’s symbols, voice and story do most of the heavy lifting.
Avoid relying on colour alone to make a point. Use simple, clear language too.
Be careful with print. That perfect neon green on your screen might be a headache in production.
So, how are you using colour in your brand? Are you thinking about perception, accessibility and emotion? Or just going with what looks nice?
As for the new ‘olo’ colour, to me it looks a bit like a Tiffany box. But that might just be my eyes.
Enjoy your Quick PINT
Read about the discovery of 'olo' here>>
