A delicate choice for a successful event: colors and their importance
Colors speak, they have their own language and meaning, and their use is therefore always (though we’re not big fans of such absolutist words) a relevant aspect of every area: decoration, fashion, art, design, architecture… But if color theory is indispensable any ambit, it’s the events world.
Colors are a matter that has been looked into to such an extent that there’s even a field of psychology dedicated to investigating their effect on human behavior, and the fact is that they really are a useful tool for transmitting and evoking feelings and emotions, and even memories. Hence selecting the color settings for an event is a particularly delicate matter.
5 color facts
Before we set out a series of recommendations to keep in mind when it comes to selecting colors for decorating your event, we want to offer a few interesting color facts that are sure to surprise you:
- Colors can change our perception of an object’s weight: a darker color will give the impression of heaviness, and a lighter color will make us perceive an object as lighter in weight.
- All U. S. paper money is green because in 1850 it was found that this color was the most solvent-resistant and the toughest to counterfeit.
- Around the 16th century, the demand for sun-dried mummies in Europe was very great. Why? Artists appreciated their ground up remains because they were perfect for creating shadowing and doctors thought these dusts to be a miraculous remedy.
- Chromophobia is a specific phobia characterized by an irrational fear of colors.
- Most researchers maintain that we can distinguish roughly a million different shades.
Suggestions to bear in mind
During an event, colors will take on different meanings and evoke different feelings in attendees, and as we’re dealing with a limited period of time in which to make the best impression possible, the colors should be right for creating the desired impact and effect, in addition to contributing to the overall success of the event. That said, take note of the following guidelines for achieving the atmosphere you want:
If the goal is to create an elegant space, eschewing bright or loud colors for the event is the best way to go, as they cast an informal and fun ambiance; they’re more suitable for brand presentations or internal celebrations which call for the company’s corporate tone.
Making use of various color tones can be confusing and generate discomfort, so it’s advisable not to mix many different colors, and if you do opt to, that they be neutral.
If the atmosphere you’re going for is harmonious and relaxed, cold colors are the best option. If, on the contrary, you’re seeking a warm ambiance, the best thing is to use red and orange hues.
Since 2000, the U. S. company Pantone has been predicting the color of the year. The company has already announced that this year the “in” color palette is New Native, inspired by the American Indian tribes, South American cultures, and traditional Mexican garb.
The space the event is being held in has to be carefully considered: you need to understand how the colors you want will work in the selected space. For instance, it is not recommended to use dark or bold colors in close, small spaces.
Color symbolism is different in different parts of the world, and it’s therefore important to know the cultural context of the event. In the United States, for example, purple is associated with cheapness, whereas in Asian countries the same color is associated with high end products—and white with mourning and death.
Lastly, it’s common to employ a company’s corporate color at corporate events to personalize the occasion, underscoring corporate identity and immersing attendees in a corporate atmosphere. Telefónica, for example, at their Executives summit uses blue to set a mood of receptiveness and relaxation in the audience, and imbue the ambiance with their dominant color—a premeditated decision that helps them achieve their set goals.
And now that you know all of this, tell us… what colors will you be picking out for your next event?