The Fascinating World Of Purple.

Nowadays, we are quite aware of how colour influences decision-making, emotions, spatial awareness, and even temperature sensations.

 

It gets a bit more complicated when we need to apply colours in a way that enhances the experience and convey meaning.

 

The secret lies in understanding the unique charm of each shade and how it harmonizes with other colours.

Through this, your brand can create unforgettable multisensory journeys that resonate deeply with your audience, leaving an indelible mark on their hearts and minds. 🌈

 

 

In this article, I'll share practical examples with a colour that can be very complex to manipulate… Purple!

Purple can be very challenging, as its dynamic energy and beauty comes from two very different hues: red and blue.

Warm, and cold. Passionate and calm. Dynamic and static. Close and far. Friendly and Detached. Love and Loneliness...

 

Purple evokes the constant tension between these two opposite wavelengths of light.

Which is what makes is so fascinating and challenging!

Like any other colour, the purple palette influences emotions, thoughts, choices and perception.

Slightly more blue or slightly more red, and the narrative in the mind of the observer completely changes, including their behaviour, perception of the story, characters, and so on.

 

 

For example, deep purples like royal or indigo evoke a sense of opulence, making products or experiences appear more valuable and exclusive.

It can also feel more spiritual, and trustworthy.

Yet, it can easily be perceived as cold, detached, authoritarian, severe, or heavy, and isolated.

The light, percentage of chroma, and luminance will make all the difference!

 

When moving onto a lighter shade, we can enjoy the scent of lavender, renowned for its calming effects. 

Yet, lavender is a strong scent, so contrasting it with colours that can enhance and lighten up the sensation, will make the overall experience more relaxing.

 

But purple can also influence how we perceive space and movement: darker purples (slightly more red), can create an illusion of intimacy and coziness, enhancing social interaction.

Slightly more blue, and it quickly feels more static and dark, maybe even quiet. In this case, is extremely important to consider the light!

 

A cooler purple can be warmed up by a warmer light, although the quality of the light can kill a rich purple making it fall into a sad greyish blue.

 

Light purples, on the blue side, can feel cooler and more refreshing, similar to a lavender-scented breeze. Such a shade can also evoke feelings of health and vitality, perfect for wellness experiences.

 

 

In certain scenarios, purple can elevate the visual appeal of gourmet dishes and can even enhance the perception of taste!

But as usual, colours never come alone.

There is always context, environment, light, and the sensorial stimuli already present to consider!

 

 

The impact of purple can drastically change when paired with other colours. For example, the combination of purple (blue) and gold exudes luxury and wealth, often seen in high-end branding.

This is a very delicate balance though, as it can easily appear tacky. 👀

 

Another example is when associating light lavender and green, which can create a sense of balance and tranquility, perfect to be used in wellness and eco-friendly brands, although a purple with more red in it, quickly shift into a younger and more dynamic energy, which makes it less appropriate for a feeling of “balance and tranquility” and fits better with a sensation of “rejuvenation and transformation” due to the active energy of the red.

(This feeling can be reinforced even more by the energy of the yellow in the green, if using a shade of green that leans more into this hue so full of energy and vitality!)

 

 

When creating immersive experiences that are meant to shape people perception, is really fundamental to step away from the surface-level narrative of “colour meaning” and move into a deeper understanding of how each shade and association influences our entire being.

 

 

 

Would you like to explore how your brand is currently being perceived?