COLOUR & BEHAVIOUR
Designing the donation centre of the future had different parts. First we did a 'Colour' project, to understand what was impacting visitors to the centre, from a colour psychology point of view - since most centres were wallpapered in bright red. We went to donation centres across the country and observed people's behaviour throughout their experience.
We noticed they looked anxious - even if when interviewed they said they felt perfectly 'fine'.COLOUR PSYCHOLOGY PRINCIPLES
- Color can carry a specific meaning (red can mean danger & seeing it all around the donation centre might make anxious visitors more anxious)
- The perception of a color causes evaluation automatically by the person perceiving (if red is danger, the donor might become more anxious about donating)
- The evaluation process forces color-motivated behavior (the person might endure this visit but chose not to visit the centre again)
- Color usually exerts its influence automatically (people may want to leave immediately)
After taking showing donors colour palettes, mockups and asking for their feedback, we synthesised our findings and presented them back to the NHSBT team.