Hotelier Middle East -

Emotional Branding & Design

Scheduled Date: Tuesday, April 22, 2014/Thursday, April 24, 2014
Training Provider: B Host Services JLT
Type: Training course
City: Dubai
Country: United Arab Emirates
Sector: Sales & Marketing
Languages : English

6,700 AED


Everything has a colour. Colour is key to personal, emotional and customer experiences and reaches far beyond art and the decoration of space. It is connected to deeply embedded themes and patterns, either on evolutionary, cultural, or personal level through which it impacts wellbeing, health, and decision-making in essential ways, not least because vision has replaced odour as the most essential sense for survival.


What is most striking is that colour meaning is often ignored in Western design although it provides an invaluable source for informed design decisions, which are genuinely independent from subjective taste or contemporary fashion trends.


This three-day Module will address keys of colour in communication:
• Recognizing the meaning of colour on an evolutionary, cultural and personal level
• Differentiating between physical and emotional dimensions of colour
• Instrumentalising colour in branding, design and communication


By the end of the Module, participants will be able to:


• Understand colour in relation to body, memory, and perception
• Identify the meaning of colours and their energetic profiles
• Examine the differences of colour meaning and application in Orient and Occident


• Develop colour schemes with a predictable emotional response
• Apply the principles of colour energy in branding and design
• Control comfort, wellbeing and perception of a product, space, or brand


• See the opportunity to use colour
• Be prepared to see the world in more predictable ways through colour.


Interactive discussions and participative exercises. Opportunities for reflection and expression.


• Hospitality, brand, and design managers
• Individuals interested in improving their sensorial skills and understanding the predictability and meaning of colour.


Ines Klemm holds a diploma in Architecture & Design from the State Academy of Fine Arts in
Stuttgart and founded Latrace Zurich in 2010. She is a PhD candidate at the University of Edinburgh on “Colour Energy and Wellbeing: the Lessons of the Orient.” and lectures at EHL and Institut Paul Bocuse since completion of the Proficiency in Hospitality Management with LHC in 2007.


Ines formerly served in the San Antonio architecture office of Ford Powell & Carson as well as for DR_D Lab in Berlin and interior design stores in Zurich. She assists companies in creating design schemes and improving their brand perception strategically by creating predictable emotional links based on sensorial perception and colour energy.


Amongst her recent clients are Aleris, Dornbracht, Fleur de Pains, Private Palace Hotels & Resorts, r-éal, Trust Immobilien, and UBS. Ines designed and refurbished numerous residential housing projects in Switzerland, Italy, Germany, Austria, and the UK.


• Rapaille, G. C., The Culture Code (NY Broadway Books, 2007)
• Trautwein, K., 128 Colors (Basel: Birkhäuser, 2010)


Contact Info

Office 2305, Indigo Icon,Plot F3
Jumeirah Lakes Towers
P.O. Box 215449
Dubai, United Arab Emirates

Tel: +971 4 369 5322
Fax: +971 4 369 5323
Mob: +97 155 1226222


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