How Much Do You Know About the Personalities of Colours?

By the different feelings of coolness and warmth colours give, we can divide them into cool, warm and neutral colours.

Cool colours are those that give a cool or icy feeling.

Warm colours are those that give a warm or fiery feeling.

Neutral colours, also called achromatic colours, consist of black, white and grey. They often play the spacing and harmonising role in colour’s arsenal, and they are used very widely in display; using neutral colours well doubles the effect of merchandise display.

By adjacent position on the colour wheel, we generally divide colours into two great classes: similar and contrasting colours. Colours within 60 degrees of each other on the wheel are similar colours; those 120 to 180 degrees apart are contrasting colours.

Brightness is a colour’s degree of lightness, its depth. White is lighter than black, so its brightness is higher; sky blue has higher brightness than bright red.

Purity is a colour’s degree of cleanness: the higher the purity, the purer the colour.

Colours affect users: different colours and different pairings give users different feelings. Mastering the pairing characteristics lets you stir customers’ shopping mood and build a rich shopping atmosphere through colour.

A. Cool and warm: cool palettes create a feeling of openness; warm palettes create passion.

B. Similar and contrasting: similar pairings feel soft, orderly and harmonious, good at gentle, warm impressions; contrasting pairings carry strong visual impact, easily creating excitement and stimulation.

C. Brightness: high-brightness colours feel large and light; low-brightness colours feel small and heavy.

D. Purity: high-purity colours look gorgeous; low-purity colours feel gentle and refined.

E. Weight: cool colours of high brightness or white feel light; warm colours of low brightness or black feel heavy.

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