Colour shapes the world – but whose world? The history of Kodak’s Shirley Cards vividly demonstrates how colour standards can influence our perception. These cards, originally calibrated to white skin tones, shaped the way people were portrayed in photography for decades. Only through the call for greater inclusion was the color palette expanded to enable a more diverse representation.
This historical context shows that colour is never neutral. It shapes contexts, creates meanings, and can build barriers or bridges. As designers, it is our task to use color as a powerful tool to promote representation, inclusion, and expression in visual communication.


















Colour is Never Neutral
Colour always carries meaning. It affects how people perceive objects and messages and influences who is visible. It is essential to consider what connotations a colour might hold in different cultural and social contexts. Designers bear the responsibility of making diversity visible through color and using it as a tool for inclusion.




Respecting Cultural Meanings of Colour
Colours hold different symbolic meanings across cultures. While red represents good fortune in China, it symbolizes danger or passion in other cultures. White can signify purity or mourning. Consciously considering these cultural differences in design builds connections and fosters a deeper understanding.




Colour Shapes the Perception
Colours change how shapes are perceived. Intense colours can emphasize contours, while matte tones like deep black can dissolve the outlines of forms. Use colour intentionally to shape form and depth and to guide visual perception.




Colour as the Language of Emotions
Colours have the power to evoke strong emotions. Joy, calm, excitement, or melancholy – each colour choice communicates an emotional message. Use colours purposefully to shape the mood and tone of a design and to achieve the desired impact.




Inclusion through Accessible Colour Design
Colour blindness limits the perception of colour information. Designers must ensure that their designs are accessible to people with colour blindness – through strong contrasts, alternative visual cues, and conscious design decisions.




Bridging Analog and Digital in Colour
Colour connects the analog and digital worlds. From traditional pigments to CMYK, RGB, and digital color spaces like HEX, technological advancements make it possible to explore the full spectrum of colour to create adaptive, contemporary designs.




Colour as a Statement of Freedom
Colour is choice, and therefore an expression of freedom. Every decision for a colour is an act of self-expression, an opportunity to push creative boundaries and open up new visual and cultural dialogues.





Colour is more than decoration; it wields the power to tell stories, evoke emotions, and forge connections. Use colour consciously and responsibly to build an inclusive, diverse visual world. Colour is a tool of representation and expression – use this power to create a world where everyone can see themselves reflected.

Colour is power. Use it to shape the world.





andrea dreier 2024