So, why should we care about the psychology of colour in the first place? Because colour plays a substantial role in persuasion, branding, and how we perceive the world around us.  All of these external influences over our entire lives we bring into our home, and your significant other brings in another set of perceptions with them.

Research shows that up to 90% of snap judgements about products can be based on colour alone. That's a significant influence we can't ignore.

The Link Between Colour and Branding

When it comes to branding, colour perception plays a vital role. You might've come across articles that try to classify consumer responses to different colours, but here's the truth: colour is deeply personal.

It's heavily influenced by you and your partner's individual experiences, and one person's love for blue may not be the same as another's.

However, there are broader patterns in colour perception. The relationship between brands and colour hinges on the appropriateness of the colour used. Does the colour fit what the brand represents? In other words, does it convey the brand's personality?

This is where understanding your unique design personality comes into play. It's not about adhering to stereotypical colour associations like “green means calm.” The context matters.

A colour can represent environmental issues in one context and financial matters in another. It's not about the colour itself; it's about what it conveys to you.

The Psychology of Brands

Psychologist Jennifer Aaker's research on Dimensions of Brand Personality [2] reveals that brands often have a dominant personality trait. It could be sophistication, ruggedness, excitement, or sincerity. This personality trait influences how consumers perceive the brand. You, as an individual, are also a ‘brand'—what I call ‘Brand You‘.

The colours you have in your home should support your personality rather than adhering to traditional colour stereotypes. (e.g. Alabaster white on the kitchen cabinetry or Chantilly Lace white on the walls.) It's about creating the right context for brand you, and that's where your design personality comes in.

The colours you choose should resonate with your personality and what you want your brand to stand for.

The Gender Connection

Colours and their appropriateness can differ significantly between genders. While your environment and cultural perceptions play a role in dictating colour appropriateness, these differences in preference can impact individual choices.

The choice of colour(s) greatly influences your mood, attitudes, and energy levels, so knowing your design personality and your partner's preferences is crucial.

Colour Coordination and Conversion in Home Design

In the realm of home design, the choice of colours can significantly impact the effectiveness of your space. It's not about discovering a single “best” colour, but rather about creating harmony and guiding the occupants towards desired actions. 

Drawing inspiration from the psychological principle known as the Isolation Effect, we find that distinctive elements are more likely to be remembered. This principle suggests that creating visual contrast and effectively using colour to accentuate key areas are essential in home design.

Your design personality also plays a pivotal role in this context. It should harmonise with your home's desired ambience, ensuring that the colour choices resonate with you, the occupant(s), and encourage you to engage with the space effectively.

The Power of Creative Colour Names

The names of colors matter too. Research shows that when products have more elaborate and memorable color names, they are often more appealing. For instance, ‘mocha' is more likable than ‘brown,' even when they represent the same colour.

Creative, descriptive names can increase the intent to purchase. For example, ‘razzmatazz' beats ‘lemon yellow' in jelly bean sales. This principle applies not only to food items but also to various decor, furniture, and paint colours, where unique colour names are preferred over generic ones. (You have been warned!)

So, what's the key takeaway here? It's not just about colour; it's about understanding your design personality and using that understanding to make design choices that resonate with who you are and what you want to convey. 

Unlock Your Design Personality

The world of design is rich and diverse, with countless colours, trends, and possibilities. But before you embark on your home transformation, regardless of whether you use a design professional or DIY, take the time to unlock your design personality. It's the foundation upon which your design choices should be built. 

Your design personality is about understanding what truly reflects you, what makes you feel at home, and what nurtures your well-being. It's the key to creating a space that speaks to you on a deep level, where every colour, texture, and design element is a reflection of your unique personality.

Armed with this knowledge, you can confidently engage with professionals like colour consultants and interior designers if needed, or be guided like a compass if DIY. 

The professional is not blinded by their internal biases; you are not swayed by this year's trends or influenced by your vocal sister-in-law or the article the editor wrote in your fav glossy ‘home and garden' magazine… all of which you will regret once the dust has settled and you are attempting to relax in your newly finished space.

Do it knowing your unique home design personality first, and I guarantee the design choices will be a true reflection of you, ensuring that every space in your home is a perfect match.

So, are you ready to embark on a journey that takes your home from ordinary to extraordinary? It all starts with understanding your unique home design personality. Let's get started on creating a space that's uniquely you, today!

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Research

[1] Colours in Culture

[2] Aaker, Jennifer Lynn, Dimensions of Brand Personality (August 1997): https://ssrn.com/abstract=945432 or http://dx.doi.org/10.2139/ssrn.945432