He stated that colours are used to complement each other whether it be in film, tv ads etc.
For instance Fraser explained that the iconic cover for the baked bean tin is a turquoise colour because it is the exact opposite colour in the spectrum to that of the colour of its contents, the beans an orange red. The designers apparently dedicated a lot of time into research so that they could get an attractive colour balance. This is so the product and the design of the packaging is aesthetically pleasing.
Usually colour is also used to create a specific mood. For instance in film or games harsh colours are used to evoke a sense of danger, tension or urgency. Whereas tranquility or a period of calm is portrayed with neutral soft colours.
Even colours in nature and the animal kingdom are essential. The colour of a lion or tigers fur is purely for camouflage so that it can stalk its prey without being spotted. A male bird of paradise is vibrantly multicoloured so that it is easily seen by the female and visually pleasing purely for the act of mating. A European wasp is black and yellow simply to ward off predators as it serves as a warning sign. We have even adopted this black and yellow bar motif for our hazard tape to either corner an area of or warn people of hazardous edges and surfaces.
Fraser also explained that layout is a combination of elements such as colour, lighting composition and design. He stated that colour is to establish mood. Lighting is very much the same however can be used to create a focal point so that the views eyes are drawn to the lightest area on screen. Usually this is where the character(s) are located. Composition is used to create depth and encourage the viewer to focus on the most important elements on screen.
Design is also important as it uses the environment to tell a story that relates to the associated character(s).