Colour ways play a big part in character design. For example a lot of villains are designed with the same sort of colour ways as you can see in the pictures above. They are designed in blues, purples, blacks, greens, reds, a lot of dark colouring. Because of the consistency in the design of villains, it makes it easier to see who is a villain.
Not only do colours help but they are also quite often designed with really sharp lines and harsh angles and very pointy. They are designed to be attractive in some ways but with an uneasy feel or in some cases, not attractive at all.
This is what we as a society associate with villains/bad guys. Dark colours, unattractiveness, harshness and these evil facial expressions.
This all really helps back up a narrative as you need to know who is who and you know a villain has bad intentions.
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