Importance of colours in branding

As research shows, it’s likely because personal preference, experiences, upbringing, cultural differences, and context often muddy the effect individual colours have on us. There are, however, broader messaging patterns to be found in colour perceptions.

In a study titled “Impact of colour on marketing,” researchers found that up to 90% of snap judgments made about products can be based on colour alone, depending on the product. Regarding the role that colour plays in branding, results from another study show that the relationship between brands and colour hinges on the perceived appropriateness of the colour being used for the brand (does the colour “fit” what is being sold?).

It can be seen in the image below that different colours create different emotions. Companies & brands use these emotions to trigger different feelings about their products.




How do we see yellow?

This bit is about to get technical…

To understand what makes yellow unique, we need to know how the human eye is built. The back of the retina is covered in light-sensitive neurons known as cone cells. There are three types of cone cells, blue (short-wavelength), green (medium-wavelength), and red (long-wavelength).

When light enters the eye, and hits the cone cells it sends a signal to the brain, depending on the colour you see, different wavelengths of light excite different combinations of cones. The brain then turns the signals into colour information. To see yellow, your brain finds the difference between this luminance signal and the excitement of your blue cones. This is the yellow-blue channel.


Seeing yellow is what happens when BOTH the green AND red cones are highly excited near their peak sensitivity. This is the biggest collective excitement that your cones ever have, aside from seeing pure white, and is why yellow appears to be the brightest colour in the spectrum, making it a unique and useful colour.


Yellow in the safety industry  

Now that you understand the emotions & the science behind colour, companies with a health and safety focus usually use yellow as their dominant colour.

Why? Because safety products should be seen. Yellow is also colour-blind-safe, this ensures that your product will be seen by everyone. Creating safety products in yellow means they will stand-out. Safety barriers should, at their very core, put prevention of accidents as a priority. They do this, quite simply, by their visual prominence, both in colour, but also in size.

Yellow is used in many warning signs and safety equipment, it is the most visually grabbing colour to humans and doesn’t usually appear in our modern world, this means that it is immediately noticed.


DexSafe use a specially-selected, high-visibility yellow as standard on their products. The DexSafe Yellow stands out, guides, and protects. And although DexSafe barriers will always withstand impact forces from vehicles in the workplace, the sheer visual prominence of the company’s barriers prevents accident after accident.

For more information on DexSafe barriers go to or call us on 09 275 5580