The short answer is the visual appeal and how that visual makes of feel. It’s rather personal experience to how we relate to color and how we feel about that color as an individual.
But, let’s just think for a moment about some of the colors we generally attach to certain experiences and events. White = weddings; a new beginning. Black = funerals and mourning. Red = passion
When it comes to event planning, we are selling an experience, so diving into the psychology of color in its relation to marketing and design can come in handy when planning events. While its important to cater to the clients wishes, as a planner you should be able to not only match colors so that the look visually appealing as you build upon the layers to set the scenery, but knowing how the placements of the certain colors and the quantity of that can give your event another potential advantage.
Now this isn’t saying this is some magical formula that will make your event a success. If you’ve taken a look at some of my past projects you’ll notice that I learned about the A6 Event Experience of event planning that consist of: Anticipation, Arrival, Atmosphere, Appetite, Amusement and Appreciation. I agree that this a great way to try to make sure you address all aspects of your event.
When I consider colors effect on events I am drawn to three aspects on this formula. The atmosphere, Amusement, and appreciation can all be manipulated simply by color.
But how do we decide the colors to use. Well if your client has not already chosen a color scheme or is not adamant about sticking to the color scheme, ask yourself a few questions.
- What is the over goal of the event? What is the experience you want to see
- What type of event is it?
- What is the traditional or usual way the event is decorated? Are they any colors central to the event?
- What are the common cultural association with color in your area and are there varying subcultures that have differing ones? This is a reason knowing your audience or guest list. You ca find this info by taking to your client in most cases. Color association can also be found online easily.
The cultural aspect is incredibly important as well. Design and Scheme based in the U.S. There is a mix of cultures and subcultures almost everywhere. That’s why having a general idea of the associations people draw to certain colors s so helpful in every aspect of event planning, but you should also make sure to have access and to be willing to explore other color meaning that aren’t the general.
You never know.
Check out the resources I’m linking below. Hopefully, it will at least be a decent start for your color research.