Riches at the end of the Rainbow: Colour Grading with Depth and Dynamism

“Colour is one of the fastest ways to create an emotional connection. I think it can be as powerful as music. You can set the tone of an ad in a single frame just by the way you push the grade. Warm, golden hues can instantly evoke nostalgia or comfort. Deep, rich blacks and cooler tones can create intrigue or a sense of luxury. Bright, punchy primaries can give energy and excitement. It’s also about contrast – not just between colours, but between light and dark, saturation and desaturation. A well-placed colour accent can draw the eye exactly where you need it to go, and that’s crucial in advertising, where every second counts. Doing this naturally or in a 'cinematic' or authentic way is the challenge. This is probably what separates the best colourists from the rest.”

- Toby Tomkins

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“It’s no longer just about making things look beautiful. It’s about creating a clear, distinctive visual identity for each brand and the story they are trying to tell. The rise of streaming, social media, and content saturation has pushed brands to stand out visually. This means we’re being asked to make bolder, more deliberate choices and use colour not just to enhance the image but to evoke a clear emotion or create a signature visual world. I think the best advertising work today feels less like a ‘commercial’ and more like a mini film or art piece. Colour is a huge part of that shift.”

- Paul Yacono

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