This article is part of a series of articles on neuroscience applied to marketing. Read more.

Colour has an impact on our subconscious brains in crucial ways that we are now beginning to understand. The challenge for brands is to use colour to communicate the right information to consumers across categories, cultural context and brand meaning. Here are four learnings for employing colour to the best effect for brand design

Colour symbolism has been well documented and you will be aware of such notions as red indicating danger and purple suggesting regality. Cultural differences in colour are well established, with red signalling celebration in China whereas in South Africa it is associated with mourning. And then there's the issue of context. Let's take red again, which can symbolise two opposing emotions, namely love and danger, depending on the situation in which it is used.