The Power of Colour – in Art & Brand Design

In life you often meet people who are passionate about what they do, but it is far more exciting to find someone who is completely obsessive. The beautifully colour sensitive installations of Swedish sculptor Michael Johansson are such an illustration.

“I am fascinated walking around flea markets finding doubles of seemingly unique, though often useless objects I have already purchased at another flea market. Despite the fact that
I did not have any use for them even the first time, the desire to own two of these objects becomes too strong to resist. The unique and unknown origin of the object increases my desire to want the double. This combination of the now-familiar and the new-unknown are among the various factors that come together to create the irresistable pull of these objects.”

Intrigued by everyday objects Johansson removes them from their familiar meaning and use, repackaging them into 3D Tetris-like sculptures highlighting the objects coincidental meanings
of shape and colour. On the surface these colourful sculptures appear to be playful and
uncomplicated but there is something more serious hiding beneath. It is the juxtaposition
of social critique and humour that is Johansson’s forte.

In terms of branding, colour can instantly differentiate a company or product from competitors and strengthen brand presence within their market. Brands can also introduce colour into a new context, by choosing a colour that previously no-one else has used in their market, providing a unique and ownable brand property to leverage across marketing activities and brand touch points. It was considered a big risk when Pepsi changed its packaging from red to blue in 1998 to distinguish their brand from their main competitor. More than a decade later I doubt many people can remember that Pepsi’s packaging used to be predominantly red.

If you’d like to talk to some people who spend way too much of their life eating, sleeping, and thinking about colour give us a call.

Cassandra Gill, Design Director.


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