Color Disruption

At the heart of everything we do, color is a primary mode of expression. With its ability to transform everything from our appearances to our walls, color fulfills our fundamental desire for change. Some take a simple, honest and unassuming approach, using quiet or neutral white, beige and grey shades that will help them to remain more anonymous or hidden from view. Others are instead choosing to take a more rebellious position opting instead for more disruptive choices that will enable them to stand out and be seen. And while color and context are so intertwined, that what we may consider to be disruptive colors today, could be mainstream tomorrow, there are always some colors or color stories that seem to fall into this category of disruptive.

But what is it that makes a color unsettling or disruptive? Is it the hue or chroma? Is it because a color shows up in an unexpected place? Or that we have an unconscious association or meaning we attach to certain colors? Typically colors labeled as disruptive fall into a few categories.

Shades that are excessive and hyper-exaggerated, super bright neons for example, certainly qualify as disruptive. Highlighted as a singular color story, or used to inject color excitement these shockingly vivid over the top colors instantly grab our attention and bring a touch of whimsy. Where you might want to be a little more careful is in the combining of these super- hot colors with other like- minded shades. While it could be dazzling especially if you are going for a look that is more surreal or you are working in animation, for physical product the impact could almost be too powerful or blinding. Adding in white, black or some other neutral shades will create some color balance.

Another reason why a color could be considered disruptive relates to negative associations. Negative associations with a color typically decrease the popularity of that color or color range within the affected region or market segment. As Pantone Color Institute Executive Director Leatrice Eiseman shares in Colors for Your Every Mood, “When we are ill, have over-indulged or are seasick, our complexions can take on a bilious yellow-green tinge.” Knowing that there is this consumer association with certain yellow-green shades, they might not be ideal colors to use in an airplane or hospital setting but might be perfect for a horror movie where virulent disease is a key theme.

But a color or color story labeled as disruptive is not necessarily a negative. Choosing a disruptive color for your brand or product can be a good thing, especially if you are a start-up who needs to be noticed or are introducing a new product. Atypical colors build recognition and create excitement, both of which are critical to making a distinctive statement in our increasingly oversaturated world. Just look at Apple and KitchenAid, two color and design minded brand whose strategic approach has colored their way to global success.

And let’s not forget the idea of color disruption in our own personal self-expression. Here too we want to distinguish ourselves and give ourselves the edge. Using color to banish the bland and rebel against the norm even just a little bit, helps you to stand out and in the end, whether for personal or brand expression, isn’t that what we all want? To be recognized? And acknowledged as being unique?