The impact of colour in post-coronavirus times

When our brain looks at a colour, it translates that colour into instant feelings, opinions, and thoughts. It becomes a pivotal communication tool influencing a charity’s fundraising power. It gives humans an instant connection and stirs up emotions about a non-profit, which is extremely beneficial, especially in a post-coronavirus world. Colour does this by communicating psychologically.

Look at the NHS rainbow for inspiration

People are looking for a sense of unity, warmth, and inspiration. This is hard to do if you are confined to your home and not allowed to socialise with others in-person. But the successful image of a rainbow did just that, and more.

Placing a picture of a rainbow in your window for those passing by has been an effective way to show unity. It’s been a way to say you aren’t alone. It epitomises togetherness.

A rainbow is also a reminder that after a storm, the sun beams down and rainbow colours appear across the sky for all to see. This natural transformation is a symbol of how after turbulent and uncertain times occur, light and hope follow suit.

Exhibiting the NHS rainbow is also a way for people to express their gratitude to the NHS. It is a way to say thank you while social distancing and self-isolating.

The rainbow serves a multitude of purposes, and it is now forever linked to the NHS. Embraced by the community as the identifying mark of NHS charities together.

Humans crave nature after post-coronavirus times

Use colours that enhance these emotional connections

While nations were under lockdown during the pandemic, nature and wildlife flourished. It was remarkable! We watched in awe videos of dolphins playing in Poole Harbour, herds of goats running through a Welsh town, and animals roaming around national parks. People want more of this while remaining part of the positive change to the environment. You can reinforce these thoughts through brand colour choices for your campaigns.

Encourage strong ties to nature and wellbeing by using ocean blues, mossy greens, and mixing them with the warmth of natural spice colours found in mustards and turmeric. There are many combinations, fonts, and images you can utilise to produce these emotional links.

Need help?

If you would like help defining an effective post-coronavirus colour palette for your brand campaigns let’s chat.

Becks Neale is a Dorset Designer & Brand Consultant, working alongside charities, community initiatives and purpose-led organisations to achieve a brand they love and live, by distilling their brand story.

Design to tell your story.

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