If harnessed correctly, designers can use the Colour Affects System to control the message of their colour palettes and, crucially, kill subjective debate around colour in client meetings with evidence to back up their decisions. Here’s how it works…
http://www.colour-affects.co.uk/index/

The software enables users to select their starting colour – the dominant logo colour, for instance – and then classifies it into one of the four groups, removing all colours from the other three groups. Users are left with a huge, harmonious selection from which to then develop a brand’s colour palette.

“One musical note has its own properties, but it doesn’t do much until you put it with other notes. There are no wrong notes, and there are no wrong colours, either. It’s how you use them. If you put them together in harmony, they produce a positive response. But it only takes one bum note to throw the whole thing out.” colour psychologist Angela Wright

Personality Type 1: Morninglight
(Echoing the natural patterns of Spring.)
Group 1 colours are clean, clear and fresh:
Hue: Warm (contains yellow) Value: High (little, if any black) Chroma: Mid to Relatively Low
Clear, delicate warm colours containing no black.
Negatively, they may be perceived as insubstantial, frivolous and cheap.
In corporate communication, these colours will be most appropriate for brands focusing on youth, fun, media and optimism etc. e.g. toy companies; PR and marketing, childrenswear, leisure.

Personality Type 2: Dreamlight
(Echoing the natural patterns of Summer.)
Group 2 colours are cool, subtle and delicate:
Hue: Cool (contains blue) Value: Mid range (most contain grey) Chroma: Relatively low
These tones are cool, contain more grey and, whilst also delicate, are not necessarily light.
Negatively they may be interpreted as draining, unfriendly, aloof, elitist, and ‘wishy-washy’.
In corporate design, these colours are most appropriate where calm order, timeless elegance and delicacy are required. They are the antithesis of vulgarity and work well , for example, for up-market lingerie brands, luxury hotels and law offices – as well as for government buildings, medical centres etc.

Personality Type 3: Firelight
(Echoing the natural patterns of Autumn.)
Group 3 colours are rich, fiery and offbeat:
Hue: Warm (contains yellow) Value: Mid to low Chroma: Low to high
These tones are again warm, but much more intense and fiery. They contain black in their mixing (e.g. olive green is yellow mixed with black) but black itself does not belong in this group.
Misused, Group 3 tones can convey heavy, old-fashioned, boring predictability and bossiness.
In the commercial world, these colours are easily the most widespread. They are particularly appropriate for well-established companies (of all types) with a proud heritage: for example, world famous department stores all seem to have instinctively adopted them long ago – and they do not appear to feel any need to change them; these colours are appropriate for any brand where strength and integrity are important – e.g. sports, construction, organic food production.

Personality Type 4: Starlight
(Echoing the natural patterns of Winter.)
Group 4 colours are cold, and either very light, very dark or very intense.
Hue: Cold (Contains blue) Value: Extremes (very light or very dark). No mid tones. Chroma: High
These colours are very clear and strong, with no subtleties.
The potential negative perceptions of Group 4 are cold, uncaring, unfriendly, materialist, and expensive.
In commercial use of colour, these colours are widely used for aspirational brands. They communicate uncompromising standards, leadership and status. They are appropriate for state-of-the-art products, cutting-edge design and anything that could be described as glamorous, sophisticated or ultra chic.