This is particularly true in one of the sectors we work with - the premium consumer market. As more and more companies claim to offer high-end or luxury services and goods, it is vital that premium brands can communicate and differentiate themselves from this. Traditionally, people used to associate luxury brands with black and gold - think traditional Chanel, Gucci and Moët. Harrods is another brand that uses gold, paired with a dark green - a colour which is known for representing wealth and prosperity.
Recently, brands have been moving towards a more understated and sophisticated look, replacing this traditional ornate and showy style. Using a restricted colour palette in a clean and minimal way - large blocks of colour with clean, modern typography. A quick look at the luxury consumer market shows a particular colour is common code for luxury at the moment - eau de nil. This is used prominently by both Tiffany and Fortnum & Mason, while Claridge's use it as a highlight colour against black and white. This gives these brands the association of luxury, while remaining sophisticated and contemporary.
Of course, there are always brands that buck the trend, and Selfridge's are a great example of doing this successfully. While sticking with the style of minimal, clean, and large areas of block colour, they use a bright yellow, a colour that is usually associated with creativity and energy. This helps them stand out from competitors while still looking modern and sophisticated. Yellow has also been proven as the first colour that the human eye notices, an additional bonus for the brand!
We are constantly thinking about the various emotions and feelings associated with colours when we are working on a brand, but we also know it is important not to let these restrict us. It is always exciting to change or challenge people's perceptions!