The science of colours - one of the oldest disciplines in the marketing toolbox and also something that has probably raised more sniffy eyebrows than anything else.

The secret world of 'Chromatics' and the subliminal affect that colours have on us all is well-documented, much of it going back centuries and much of it involving millions of dollars of research.

Colours can have a massive affect on the way that a brand or product is perceived and there have been many huge companies who have deliberately associated their corporate branding with specific colours to create a certain perception such as IBM (blue), UPS (brown) and it wasn't due to a designer's whim that Coca Cola has remained red for decades!

Colour choice is one of the main factors in logo design and packaging (in fact in all advertising) and you only need to walk down any supermarket aisle and you are, without probably knowing, bombarded with hundreds of subconscious teasers demanding your attention - and usually getting it.

So, without getting too deep into the complex science of Chromatics and visual perception, here are just a few of the many influences created by colour - and although some of these you may think a little bizarre (you sceptic you!) a great deal is obvious and commonsense.

RED is considered to be bold, urgent, loud, violent, power, sex, aggression.

BLUE is considered to be loyal, intelligent, truth, confident, sincere, established, stable, peace.

GREEN is naturally 'green' (eco), safe, dependable, youthful, quiet, fresh, natural.

PURPLE is spiritual, sexy, cruel, arrogant, magical, wise, self-assured, royal.

PINK is feminine, love, calming, friendly, fragile, delicate, affectionate, emotional

GREY is secure, reliable, solid, conservative, professional, practical, boring, dignity.

BLACK is anger, evil, power, formal, strong, grief, authority, serious, fear.

RICH colours evoke loud, urgent, modern, forceful, rich (and oddly sometimes 'cheap').

PASTEL colours evoke calm, honesty, integrity, believable, subtle, self-assured.

This is complicated further for two reasons:

1. Different tones of these colours can have considerably different effects (ie: a harsh Royal Blue gives off totally different vibes to a 'serious' mid-tone Metallic Blue).

2. Considerations of colour also vary dependent on culture, race, gender and even age (ie: in the West, white is associated with weddings and innocence, whereas in many Eastern cultures white signifies death!).

In America (surprise, surprise!) Chromatics has been used in environmental design for decades and the colour that has topped the office decor lists (since such research began) was blue, specifically turquoise, which apparently is immensely calming, boosts motivation and helps stimulate ideas.

You may well think that this is all a coincidence and that one colour has to be top of these lists but the same results have appeared in dozens of different research projects - and it was even found that weightlifters could lift heavier weights in a blue gym!

So the next time you need to design a new logo, create a new pack or even decorate the dining room, remember, that colour you've chosen is far more important than you think!

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From the 'never to be published' book, ADVERTISING AD-ONS (2003)