Colour Information In Design: Understanding Colour Meaning In Packaging Design

Colour is a powerful visual cue that affects consumer brand choice. Although there is an obvious and recognised value in the use of colour information in design, the literature demonstrates that colour information is an underexplored area that has not yet been addressed in detail by design research either practically or theoretically. Moreover, colour crosses various disciplines; due to its multi-disciplinary nature, it is not clear whether colour information is being effectively utilised in design. The aim of this study was to identify which types of colour information are useful in packaging, and to suggest a prototype tool (at concept level) to deliver this useful colour information to design professionals. An analysis of the relevant literature revealed 13 types of colour information which were then selected as basis for the study. Subsequently, the research design consisted of two phases. The first phase was exploratory in order to gain rich insight into the characteristics of useful colour information through interviews, an online survey, a colour meaning experiment, a colour meaning framework, and a colour meaning case study. The second phase was practice-based. Based on the informed exploration from the early studies, a web-based colour tool prototype, referred to as the CMCW (colour-meaning-centred website), was created, refined, and tested. The primary contribution of this study stems from an understanding of colour information to support design professionals; the identification of the five types (harmony, perception, meaning, psychology and printing) and the characteristics of useful colour information; and the formation of a colour-meaning framework and colour-meaning web tool. The secondary contribution of this study is the methodological approach undertaken that was used to understand the relationship between colour meaning and context by conducting a design-focused colour experiment. Research evidence highlights the importance and value of colour meaning information in design. The insight from this work will help researchers, design professionals, and colour-tool developers to make informed decisions on what they should focus on, how they should do so, and why. This will facilitate better provisions and uptake of useful colour information for design professionals in the design process and strategy fields. The framework also could support understanding of colour design practice in an analytic way, and be employed as a research tool in various design- or marketing-related research to investigate and analyse colour.