By Ayree Johnson, Artwork Director, brandRUSSO
So, who was Garret Morgan?
Garrett Augustus Morgan was born in Claysville, Kentucky on March 4, 1877, because the seventh of 11 youngsters to a previously enslaved household. Regardless of having solely an elementary college training, Morgan was naturally curious and mechanically inclined. At 14, he moved to Cincinnati, Ohio, for higher alternatives. Ultimately, he settled in Cleveland, the place he constructed a profitable profession as an entrepreneur and problem-solver.
Earlier than his invention in 1923, visitors alerts had been a free-for-all—only a stop-and-go system with no in-between. Accidents had been widespread, and streets had been chaotic. Morgan’s resolution? A 3-position visitors gentle with a warning section (yellow) provides drivers time to decelerate earlier than stopping. It was so efficient that his design was ultimately adopted worldwide.
Whereas these colours had symbolic meanings in maritime and railroad transportation earlier than, Morgan’s system standardized their use to affect design, branding, and communication worldwide.
What does this must do with branding?
I’m so glad you requested!
Morgan’s visitors gentle didn’t simply make roads safer—it helped cement crimson, yellow, and inexperienced as common alerts for motion. And right now, those self same colours are an enormous a part of branding, advertising, and Consumer Expertise (UX) design:
🔴 Purple: used to seize consideration, create urgency, and encourage rapid motion.
Manufacturers like Coca-Cola, YouTube, and Goal use crimson of their logos and advertising to evoke pleasure, boldness, and vitality. It’s no coincidence that gross sales and “buy now” buttons are sometimes crimson—it’s a colour that naturally pushes individuals to take motion quick.
🟡 Yellow: related to heat, vitality, and friendliness.
Corporations like McDonald’s, DHL, and Snapchat use yellow to evoke positivity and pleasure. As a result of yellow is shiny and extremely seen, it’s additionally typically used for cautionary components in branding and interface design.
🟢 Inexperienced: represents progress, belief, and sustainability.
Manufacturers like Starbucks, Entire Meals, and Spotify use inexperienced to speak freshness, reliability, and an eco-friendly mindset. Whether or not it’s an organization promoting natural merchandise or a finance app signaling success, inexperienced is usually the go-to colour for manufacturers that wish to convey progress and safety.
Past branding, the visitors gentle colour system has additionally influenced digital interfaces and UX design. Many fashionable communication components take inspiration from this method, utilizing crimson for error messages and warnings, yellow for pending actions or warning, and inexperienced for confirmations and success notifications. Even one thing so simple as an “add to cart” button turning inexperienced is a direct nod to the intuitive which means behind these colours. The identical logic applies to retailer layouts, app designs, and even commercial placements—identical to a visitors gentle, manufacturers subtly use colour hierarchies to information prospects’ selections and actions.
Why all of this issues
With out Morgan’s visitors gentle standardizing these meanings, would we nonetheless affiliate crimson with stopping and inexperienced with shifting ahead? Perhaps. However his invention helped make it second nature by shaping how we drive and influencing how we navigate the world round us.
So subsequent time you cease at a visitors gentle, take into consideration the man who helped manage the chaos. And should you’re engaged on a model, an internet site, and even selecting a colour in your subsequent challenge, keep in mind—these alerts we observe so naturally? They had been as soon as simply an concept.
To be taught extra about brandRUSSO, subscribe to our weblog or add the He Mentioned, She Mentioned Branding Podcast to your playlist.
Initially from New Orleans, Louisiana, Ayree relocated to Lafayette to pursue her ardour for design on the College of Louisiana at Lafayette, the place she earned a BFA in Graphic Design. At present, she serves as one in all brandRUSSO’s Artwork Administrators, working with all kinds of shoppers to assist form their visible identities and construct stronger, simpler manufacturers.
brandRUSSO was established in 2001 by Jaci and Michael Russo, representing a worldwide portfolio of B2B shoppers within the skilled companies and manufacturing industries. As a strategic branding company, we imagine within the promise behind the model, and that by altering the dialog we will encourage and inspire client conduct.
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