The pandemic has created a seismic shift in human behaviour. We have adapted well to new ways of working and new ways of communicating with our friends and family, but how will the hospitality industry use colour to connect with the new type of customer that is emerging?
Reassuring the post-corona consumer
Colour is a powerful tool and it has ability to control the emotional noise that surrounds us. I think it’s fair to say that the last year has been a rollercoaster of emotions from worry and anxiety with the announcement of the first lockdown in March 2020 to frustration and confusion with the ongoing uncertainty as we enter a new year.
Like many other sectors, the hospitality industry has been hit exceptionally hard all over the world but I’m sure the appetite that many humans have to travel, see and experience other parts of the world remains. Having been cooped up in our homes and restricted to our local areas (in some cases only a 5km radius from our front-door) – as human beings we are craving a change of scene, to get away from our daily routine, and to have shared experiences with loved ones that help us reset, recharge and refocus.
The new meaning of colour in hotel design
As we continue to move through 2021, I believe colour will play an increasingly significant part in hotel design. Whilst the world is undergoing one of the biggest global ‘resets’ in decades – with many people re-evaluating their lives, how they use their homes, where they want to live, their choice of career, right down to the way they wish to show-up and be present in the world – this is also a tremendous opportunity for hotels to ‘reset’, refresh and reinvent themselves ready for the new customer that will emerge post pandemic.
In some instances that may be a guest that’s looking for a high-end, luxury and high-tech experience that gives them the power to control and operate everything in their room or suite from an electronic device, to the more environmentally values based guest who’s seeking to immerse themselves in nature and to find a destination that has focused on bring the outdoors in and adopted a more ‘biophilic’ style to their architecture and design that enables humans to reconnect with nature. Moreover, perhaps where a hotelier has sourced all their products locally and from sustainable sources – the two types of customer are very different and demand a different colour scheme and design style. Given the fact we’ve had so much screen time in the past 12 months post pandemic it’s likely we will see a surge of the environmentally values based consumer.
In addition, just as colour has the ability to create an effective and productive workplace, it also has the ability to evoke an emotion and a positive memorable experience at a hotel. Remember your guest’s make decisions based on their emotions and colour has the ability to influence our emotions and change our behaviour – so it’s imperative for a hotel to get their colour scheme right to establish true, meaningful connections with their guests.
Common pitfalls to avoid when choosing colour
Choosing a colour scheme for a hotel is hugely complex and an expensive decision to get wrong. It’s important to think about what the hotel brand stands for, who their ideal guest is (who do they want to appeal to), what do they want their hotel to offer that others don’t, what behaviours do they want to elicit, what feeling’s do they want to evoke, what memories do they want their guests to take away with them – all of these elements and more need a huge amount of consideration.
“Choosing a colour scheme because it’s ‘on trend’ means you’re following someone else’s version of ‘good’ or ‘great’.”
Emma Potter
So, when choosing a colour scheme, consider this:
– Brilliant white
I would recommend that you avoid choosing brilliant white to paint a space, whether it’s big or small. From a psychological stand-point white may be perceived as perfection to bring a sense of calm and quite; yet on the flip side it makes a space feel sterile, cold and lifeless. It reminds me of stark, clinical hospitals which is not a vibe or experience a hotelier wishes their guests to experience whilst on vacation. However, I do appreciate that some architects may be a fan of using white as it shows off the lines in the design and construction of a space, or the sculptural fluid curves that may be been employed as part of the design – but it does nothing to invigorate and comfort the human spirit in post-Covid times.
- Over satiation
Just as it’s important not to saturate a space with brilliant white, it’s equally not advisable to saturate a space with any ‘one’ colour. All colours, with the exception of pure greys, have positive and negative psychological aspects. Of course, grey may make us feel safe because it has the capacity to help us blend in with the background but for me it’s quite nondescript and when surrounded by it for too long depletes my energy levels, resulting in me feeling drained and lethargic. Equally if I was immersed in a red space initially, I may feel energised and excited but if I remain in a red room for a long period of time, I’m likely to become agitated and annoyed because I’ve been over stimulated by the colour.
– Think about the space as a whole
When designing for a space it’s easy to get carried away with the colour scheme on the walls, but it’s important to think about the space as a whole. There are many elements to consider, from the walls, carpets, and cabinetry, to soft furnishings (including fabric type and textures as well as the construction of and / or print pattern), to lighting, glassware and the many accessories that adorn and embellish an environment. Think about the design journey and space as ‘one’ and the experience you with so take your guests on will flow.
– Tonal harmony
A colour scheme will always come together and be a success when the colours chosen relate and come from the same tonal group. When colours don’t harmonise it generally creates a sense of confusion or disharmony which guests will pick up on innately, but what they won’t always be able to identify or articulate is ‘why’ they feel this sense of discomfort. In essence it all comes down to selecting a colour palette that has tonal harmony.
– Choosing a colour because it’s on trend
I imagine opting for a colour scheme because it’s ‘on trend’ is more common than we realise. Yet to help us choose the right colour scheme it would be good to understand how, as humans, we relate to colour – be that psychologically, personally and symbolically. Additionally, it makes senses to understand the influence of both the positive and negative traits, plus the application and proportion of colour used to create the desired results. Choosing a colour scheme because it’s ‘on trend’ means you’re following someone else’s version of ‘good’ or ‘great’, and not tuning into your intuition to discover your own. There are many well-respected paint-manufactures who make trend predictions at the beginning of every year like Pantone, Dulux, Farrow and Ball or Benjamin Moore – these are great places to go for inspiration, but in the end, make sure you select a colour palette and design style that’s right for your brand and the experience you wish to create – in the end it’s all about creating an immersive and memorable customer journey.
Clever ways of injecting colour to enhance your wellbeing
The idea of connecting hotel design and hospitality with nature is not new, yet in response to the pandemic there has been some discussion of the re-emergence and rise of biophilic design – which builds on the idea that as humans we have an innate attraction to, and love of, the nature world. This would possibly explain why people will happily pay more for a room with a view of never-ending mountain ranges or the expansive horizon of the sea – as these vistas will most likely deliver an incredible glowing sunrise to start your day whilst sipping on a delicious cup of freshly brewed coffee or tea, or to end your day with a mesmerising sunset whilst enjoying a chilled glass of rose or perhaps a gin and tonic as a sundowner.
In essence ‘Biophilia’ means ‘love of life’, however, when it comes to biophilic design this does not mean putting in a few plants as a token gesture. It means embracing all elements of biophilic design, a true engagement of all our senses – sight, taste, hearing, touch and smell – to help us understand and absorb what’s going on around us. This means using natural materials such as wood, maximising natural light, making organic shapes a priority, and using a range of plants to create a sense of the great outdoors – all of which helps to balance our emotions and support our emotional wellbeing whilst introducing a natural range of tones, shapes and colours. In this way, not only do we create a space where guests feel safe and secure, we enable them to better connect with themselves by creating a peaceful, tranquil environment, making it a memorable meaningful experience that they’ll want to come back for, time and time again, year in, year out.
Feature image by David Clode on Unsplash
Brand Strategist, Colour Consultant, Coach 