Excellent food is only the beginning of the recipe for success. The most successful establishments understand that every element, from the location to the service and the marketing, must work together to create a memorable experience. Among these crucial elements, interior design emerges as a powerful tool for shaping guest perceptions and behaviour. The psychology of colour is especially important for its ability to evoke emotions and even impact appetite. This design guide will help you to understand the powerful effect colour can have on the overall guest experience.
A Colourful History
By considering the science and the history behind colour we can begin to understand how to strategically use colour to create memorable experiences.
Newton’s Colour Wheel:
Sir Isaac Newton’s 17th-century experiments with light and prisms led to the discovery of the colour spectrum and the
development of the colour wheel. He discovered the visible spectrum – a band of colours separated by wavelength. This included what we now know as ROYGBIV (Red, Orange, Yellow, Green, Blue, Indigo, Violet). This foundational model categorises colours into primary and secondary hues, influencing our understanding of colour relationships.
Colour in Context Theory:
Fast forward to the 21st-century, psychologists Andrew Elliot and Markus Maier introduced the “Colour in Context Theory”. This theory emphasises that colour perception is subjective and influenced by cultural, personal, and situational factors. For example, the colour red might evoke feelings of excitement in a festive setting, but danger in a traffic light scenario.
Colour Characteristics:
Developed by the Pantone Colour Institute, this framework explains the three key features that define any colour:
• Hue: The specific colour itself, such as red or blue. It’s directly linked to the colour’s wavelength
• Saturation: The intensity or purity of the colour. It’s also known as chroma
• Brightness: The lightness or darkness of the colour. A shade represents a darker version of the hue, while a tint signifies a lighter version
Colour Icons
We’re highlighting some iconic examples that really encapsulate ‘life in colour’. Take a look at these people, places and products for some colourful inspiration.
Morag Myerscough: This British artist champions the transformative power of colour. Her mantra, “make happy those who are near and those who are far will come,” reflects her belief that vibrant colour combinations can revitalise urban environments.
Christopher John Rogers and Farrow & Ball: This partnership between fashion designer and paint brand celebrates the evocative power of colour in our personal narratives. Their collaboration resulted in a vibrant paint collection, ‘Carte Blanche’, inspired by
personal memories of childhood, food and family – illustrating the potential of colour to tell stories and enhance mood.
The Fluted Emerald Elgin Cafe: RENESA Architects design for this cafe exemplifies the strategic use of colour to cultivate a specific atmosphere. The “clean, soft space” with a “fluted emerald” colour palette creates a sense of being surrounded by nature, promoting a relaxed and social atmosphere for both daytime and evening. This project demonstrates the power of colour to create a desired ambience.
Yinka Ilori: This British-Nigerian artist’s work celebrates the power of colour to convey cultural narratives. His “bold visual language” and belief in the accessibility of art and design inspires spaces that are not only aesthetically pleasing but also create community.
Trends & Influences
Whilst we’ve established that good design and use of colour isn’t simply about following trends, there are some influences to take note of when it comes to Life in Colour. Here’s a look at what’s driving the latest trends and which hues you might expect to see more of in future:
• The fashion world plays a pivotal role in influencing colour and interior trends, with seasonality affecting colour trends too.
• Other driving forces include Dulux Colour of the Year – which for 2025 is an uplifting yellow shade called True Joy™.
• There’s also Pantone’s annual pick, which significantly influences global design trends. This year, Pantone has chosen “Mocha Mousse” (Pantone 17-1230), a warm, rich brown that evokes indulgence and sophistication.
• It’s also worth noting trend forecaster WGSN and Coloro’s Key Colours for A/W 26/27, which they say “will reflect the need for balance, excitement and stability” – these colours are:
– Transformative teal
– Wax paper
– Fresh purple
– Cocoa powder
– Green glow
Hospitality & Colour: How To Harness Its Power
Getting the use of colour right is vital in a hospitality setting. As we’ve covered, colour can evoke emotion, memories and even influence appetite, so use it wisely. Here’s an overview of how colour can make a difference to the overall success of an establishment:
Appetite:
• Warm Colours (Red, Orange, Yellow): Stimulate appetite and create a social atmosphere, ideal for fast-food restaurants or lively cafes.
• Green: Moderately stimulates appetite and evokes health consciousness and association with vegetarian or organic food.
• Blue: More of an appetite suppressing colour, but can suggest freshness and thirst-quenching qualities, potentially well suited for bars.
Branding & Identity:
• Establish a brand’s identity through consistent colour palettes.
• Showcase a chef’s personality and heritage through thematic colour choices.
• Take guests on a culinary journey by using colours that bring to mind specific regional or cultural cuisines.
Mood & Behaviour:
• Warm Colours: Promote excitement and energy, perfect for social spaces like lobbies or restaurants.
• Cool Colours (Blue, Green): Associated with calmness and relaxation, ideal for spas or hotel rooms.
• Neutrals (Brown, Grey): Create a sophisticated and elegant ambience.
Ambience Creation:
• Darker colours can create a more intimate ambience, which can work for high-end restaurants and bars.
By carefully harnessing the power of colour you’ll be able to influence
guest behaviour, create a desired brand image, and ultimately, design
memorable and impactful experiences.
Image credit: Lakwena, Liz West Aglow and Inter Play, Luke Edward Hall – Hotel Les Deux Gares Paris, Mo-Tel House
Click below to download our Life in Colour Design Guide and discover powerful psychological insights for your business:
