The Colour Affects System

Angela Wright made a major breakthrough in our understanding of colour psychology with her discoveries about how colour really works, in the late 1970s/early 1980s. She did not believe that something as fundamental to life as light, and its relationship with humanity, could possibly be random, so she set about looking for the underlying patterns. After many years of exploration, which included studying Freudian psychology and the dynamics of colour, she found the patterns she was seeking. Having identified links between patterns of colour and patterns of human behaviour, she wrote her theory in 1984, and opened a colour consultancy in 1985, with the sole objective of testing it empirically.

In the early 1990s, it was discovered that there are mathematical correlations between colours within each group, when classified in line with the theory, that do not exist between colours from different groups. This established that objective colour harmony is a scientific reality.

Since the Wright Theory held true every time, she was able to develop the Colour Affects System from its tenets:

  1. There are four colour families, within which every colour naturally  harmonises with every other colour in the family. Colours from different families do not truly harmonise.
  2. There are also four basic personality types.
  3. Each personality type has a natural affinity with one colour family.
  4. Each colour family expresses a personality type.

To read the abstract of the Wright Theory Click Here

The system works in exactly the same way, whether it is being applied to personal colour, interior design, branding or any other application. For example, suppose you were designing a colour palette for a new brand:

  • First, identify the brand's characteristics, values, aspirations
  • Decide on the most appropriate colour group to communicate the brand personality, and the desired messages, most powerfully.
  • Thereafter, make sure that every hue, shade, tone or tint used in any brand communication is drawn from that colour group


  • No more mixed messages
  • Endless subjective debate dramatically reduced
  • More creative freedom
  • Rational colour decisions
  • Ability to back up your colour choices

Attend one of our courses to learn more about the Colour Affects system.

You can use colour to increase sales, boost your brand's popularity, motivate your staff and reduce absenteeism, objectively and predictably.

For all your corporate colour requirements, call us on +44 (0)20 7233 9904 or e-mail.