Hue dares, wins

COLOUR IN BRANDING is no longer mere aesthetics but the visible symbol of strategy and emotion coded in hue.

- M MUNEER

In the artificial intelligence (AI) era, it's also a function of algorithmic intelligence.

Long before a customer reads a tagline or hears a jingle, she sees colour. Research has it that nearly 90% of snap judgments are based on colour alone. It shapes perception, emotion, and subtly drives consumer behaviour. The decision around it is becoming more scientific now than ever.

Traditional conventions are disappearing: blue for trust, green for health and freshness, red for energy or appetite. A brand like Amul successfully married red and green to project freshness and vigour along with prosperity and dependability. The formula worked to create an iconic brand. But as digital experiences become highly customised, such broad conventions no longer apply.

Enter AI, which is reshaping how brands explore, test, and refine their colours. The future belongs to those who can quantify emotion and culture in real time. AI design tools, like Adobe Sensei or Canva's Magic Design, analyse vast data sets of consumer behaviour to forecast which colour palettes work for different demographics, contexts, and even moods.

A case in point is L'Oréal's Colour Genius app: It enables users to match make-up with their outfits, while the AI engine analyses data on preferences and current trends to develop new products.

Unilever is another example. By combining machine learning with eye-tracking technology, they test how consumers react to specific tones. One discovery was that muted greens and matte textures appeal more to environmentally conscious millennials. No more guessing games. It's about continuously learning how colour is interpreted emotionally, functionally, and culturally at scale.