What Color Is Your Advertising? How Color law Can Make Your Marketing More effective

If you’re planning a marketing or advertising campaign, color is sure to play a key role in the success of your venture. After all, it’s pretty much the first thing your consumers will notice*, making color your best – and sometimes only – opening to get a message across.

Use of color in most construct for marketing and advertising is dictated by inescapable inescapable requirements; the need to reflect a definite brand, as well as the attempt to relate a inescapable mood dictated by the product itself.

Sofas

Company branding is pretty easy – definite colors dictated by logos and other devices will need to be incorporated into at least part of your design. It’s the option of color scheme for conveying the ‘personality’ of a product that’s often a lot harder to come up with.

Sometimes the decision is partly intuitive – most citizen understand even at a very basic level that bright, saturated colors will convey a different kind of mood to neutral grays or browns. Experienced designers, of course, go additional still, choosing and implementing colors on the basis of their effectiveness in the full, design. Here, the guidelines of former color principles often come into play as a kind of balancing act to ensure that all parts work together well and that the right kind of colors are used.

But what if some colors are indeed more right than others?

We’re about to embark on an exploration of color associated not just to its use in layout, but rather, the psychological and physical impact it’s likely to have on a viewer.

A big, and sometimes controversial undertaking, and we’ll first need to get a join of things straight. While citizen often talk about a psychology of color, in reality, most psychologists would find fault with the accuracy of this term. This is because the importance given to discrete colors isn’t universal and unchanging – in many ways it’s quite the opposite: discrete cultures quite often join together the same color with very different emotions and ideas.*

Yet colors and their basal fabric of sociological and historical connotation indeed do produce definite reactions in single contexts – emotions, associations and even physical effects that can help advertisers in their quest for ever more literal, targeting.

And if this all sounds a bit hokey, at the very least, the idea that color can actively sway consumers shouldn’t be disregarded entirely. So let’s take a look at what colors seem to be telling us.

Red

Red, the most vibrant and powerful of colors, seems like a good place to start. Particularly since studies have shown that it’s the first color babies recognize, and one that continues to motion to most citizen throughout their childhood and into their adult lives.

At a purely symbolic level, it’s the color of fire and blood, an connection that’s base to all cultures and therefore highly powerful. Less specifically, it’s a color that seems to be associated with energy, war, danger and power, not to mention passion, desire, and love.

So what does that mean for marketing?

To start with, some of these associations are so deeply ingrained that it wouldn’t be wise to use a color other than red to describe inescapable states. Try depicting greatest emotions such as violence or passion with shades of blue and you’re going to run into problems.

What’s more, it has been shown that in its brighter variations (tomato, pillar-box), red indeed provokes a physical response by raising respiration rate and blood pressure.

For this reason, its use in ‘sexy’ advertising scenarios or as an erotically charged statement (on lips or fingernails) should quite indeed set hearts beating faster – and unusually, it’s regarded as equally arousing by men and women.

Whether the physiological ‘red effect’ occurs simply as a consequent of its associations; or because the color itself somehow provokes such a response; or, if, indeed, this consequent relies on a mixture of the two isn’t something that necessarily matters here. What is important is that red, like virtually every other color, exerts a measurable sway on the consumer.

More about the ‘red effect’

Quite apart from any physical reactions it might provoke, red’s connection with force, and therefore power, is an highly dominant one. Think all the small details in our daily lives that maintain this notion: red icons on switches to indicate their ‘on’ state, the plastic coating on ‘live’ wires, the tiny red glow that tells us an electrical appliance is working.

All of which makes red an ideal color to recommend fast-moving activity or greatest force – examples of products that might fall into this class include computer games, action-adventure books or movies.

This deep-rooted connection with power, coupled with the fact that it indeed raises metabolic speed, also makes red a good candidate for any product that seeks to relate the idea of improvement, rapidity or physical change. Just a few of many potential examples include whatever associated to sport or speed (think of those red sports cars), power drinks, self-help guides, or batteries. Even ‘fast-acting’ or ‘powerful’ over-the-counter drugs can maintain their status with at least a dash of red.

Perhaps as a consequent of all that heavy breathing, red also increases appetite, making it an exquisite option for advertising food (it’s popularly claimed that Chinese restaurants often use red color schemes for this reason, but there’s diminutive truth in this – red simply happens to be a very popular and ‘lucky’ color in Chinese culture).

However, if enticing diners to eat heartily is something you’re aiming to do, an all-red environment is a good way to get stomachs rumbling.

Pink

Although it derives from red, pink has diminutive of its big brother’s forceful qualities. In fact, although it’s commonly perceived as a warm and fairly upbeat color, it is, of course, popularly associated with femininity and even passivity. A cliche, perhaps, but its vigor-reducing reputation has again been shown to have some basis in fact.

Famously, a shade of bubble-gum pink used in inescapable cells in a men’s prison was unexpectedly found to placate aggressive inmates. Investigate corroborated the fact that pink did indeed have considerable calming qualities – although subsequent study revealed that after a inescapable time these effects were dramatically reversed as prisoners became more agitated and aggressive than before. (Surprised? You try living in a bubble gum pink environment).

Nevertheless, the fact that pink does induce at least a temporary sensation of calm makes it a powerful factor in the color-coordinated coming to advertising. Its peaceful, relaxing qualities and general evocation of relax and softness have long made it a popular for items such as toilet paper, cotton wool and ‘gentle on the skin’ toiletries, especially baby lotions.

This connection could possibly be explored additional as a background or accent color for items where relax is key, such as bedding, sofas or carpets. Apply with caution, however – the strong connection with femininity means that whatever ‘too’ pink is likely to be snubbed by men.

There’s one other area in which pink has an thoughprovoking effect, however – and one that’s far less likely to alienate males. It’s well known that a high concentration of color in foodstuffs will lead consumers to believe they’re tastier, or even identify a flavor that isn’t indeed present.* And pink coloring is a particularly efficient way of suggesting sweetness.

This may relate to the fact that it’s often used as a coloring in candies, but whatever the case, the connection is powerful sufficient to substantially growth a food’s perceived sugariness or even depth of flavor. Pink sprinkles or toppings will add oomph to vanilla ice cream, and pink marshmallows are often assumed to be sweeter than white ones (they aren’t).

Although in these health-conscious times sweet, sugary foods have lost much of their popularity, the marketing of inescapable products is still likely to benefit from a diminutive pink-appeal: feel-good desserts, ice creams, shakes and indeed synthetic sweeteners. It’s also a color that could be used to make sugar-free, healthier foods seem more enticing to kids – as long as Mom and Dad are able to see through the ruse themselves.

Green

Occurring simply as a sign of plant growth and renewal, green is one of those colors that’s universally seen as positive, fresh and fertile. It’s also a color that, once again, produces noticeable physical effects. It’s the easiest color for the eye to assimilate and therefore one of the most relaxing; it induces feelings of calm and restfulness, and can even improve vision. In short, it’s a very inescapable color indeed.

This emphasis on nature, freshness and renovation means that it’s ordinarily used to emphasize the cleansing, ‘regenerative’ aspect of household items such as bleaches, detergents, air fresheners. But if you observation a inescapable irony in this, well-spotted, because green, of course, has steadily evolved into the stamp of all that’s ecologically aware. Which isn’t a label that applies to most cleaning products.

The full, acceptance of ‘green’ in its current sense is indeed a fairly new phenomenon*, but with increasing focus on ecological issues it’s highly powerful and will only gain in strength. So much so, in fact, that real care needs to be taken now that use of green doesn’t recommend a product is all-natural, organic or additive-free if it isn’t. Congruity in advertising – or the idea that what’s implied about a product should be supported by its reality – is one of the most vital aspects of marketing. Get this wrong, and there’s no buyer forgiveness.

Yet despite green requiring caution in advertising, its current associations have equally led to opportunities for more refined targeting. Wholesome, healthy food items are likely to be fast identified as such through sublime use of green, and the same can be said for products or services associated with any type of healing, spirituality, or personal growth: yoga, slimming programs, alternative medicines.

Different greens, different meanings

Green is a symbolically involved color, and single shades forward subtly different messages. Darker greens – the first-rate color of bank-notes and bills – have long held an connection with finance. The added implication of growth and fertility therefore makes green a good option for promotion of many financial products, particularly recovery schemes, pensions and assurance plans.

Lime greens, which emerged as popular trend color in the ’90s, denote an especially vibrant freshness due to their close connection to effervescent yellows. As such, they make exquisite keynote colors for fresh, healthy, energy-inducing products such as juices, tonics, vitamin supplements and power drinks.

Finally, a additional modern-day connection with green stems from its use in traffic systems to signify ‘go’. This link with movement, forward motion and vehicles make it a potentially good option for whatever associated to transport: carriers, train networks, buses. And for online advertising, try using green for buttons or links you’d particularly like clicked – you’re approximately thoughprovoking a user to go ahead and do so.

Blue

Blue is by far the world’s most popular color. And as one that, like green, occurs in nature – the hue of skies, water and sea – it’s not surprising that it’s so well loved. With such universal associations and full, appeal, blue is an important asset to any color theorist.

Unlike very warm colors, which provoke impulsive, passionate responses, blue is a cerebral color that’s ordinarily associated with clear mental and intellect. For good reason, too, as its use in offices and workplaces has been shown to dramatically growth productivity and a sense of well-being. possibly more surprisingly, other studies indicate that blue can even improve physical prowess – weight-lifters typically accomplish great in blue surroundings. However, this is probably a secondary consequent of its capability to sharpen concentration.

This connection with clear idea and precision make blue a good option for whatever thoughprovoking a high degree of involved manufacture, such as computing products, electronic goods or hi-tech appliances in general. Darker blues emphasize this connection even further, and their full, motion among men provide a exquisite keynote for high-end, precision-made items with a masculine focus – high-priced cars, bespoke tailoring, luxury grooming products.

Given such a setting, it’s no real surprise whether that blue emerges as a clear popular in the corporate world. Its implication of steadiness and suspect continue to make it an efficient option for much enterprise branding, although its white collar associations can also recommend stuffiness and conservatism.

In its lighter, brighter shades, blue loses much of its cool aloofness and takes on happier, sparkling and spontaneous overtones. The pure and natural aspect of such blues convey a sense of cleanliness and freshness and are often used for cleaning products, detergents, deodorants and toothpastes.

Bright blue is also an inescapable option for the typical vacation. Evocative of cloudless skies and thoughprovoking pools or seas, it also gives a thoughprovoking taste of tranquility and free time by slowing down the metabolism and producing feelings of calm and well-being. A powerful message indeed, and one that makes blue an equally efficient option for condition spas, charm clinics and any other aid where deep free time or therapy is a key selling point.

In fact, blue is such a flexible and well-liked color that it’s approximately impossible to mis-use – with one major exception.

Foods, particularly meats, dairy products and staples such as pasta or rice, indeed don’t benefit from any kind of connection with blue. To start with, that drop in metabolism will indeed sell out the appetite; but this doesn’t expound the fact that a blue/food combo can even induce feelings of nausea. (Try it. Add a diminutive coloring to pasta, white sauce, or even better, light-fleshed meat such as pork or chicken. See how far you get before pushing your plate to one side).

It’s been suggested that we instinctively join together the color with something that’s rotten and unsafe to eat, but whatever the case, it’s not a great option for marketing a ready-meal. And if you find yourself running low at your next evening meal party, bring out the blue plates. There won’t be many requests for second helpings.

Yellow

Yellow is clearly vibrant, energetic and fun – it’s the color of sunshine, flame and fire and is closely associated with warmth, happiness and the inescapable power such states create. It produces physical responses that are perfectly in keeping with this reading, too; an instant feeling of well-being along with a noticeable boost to mental activity.

For this reason, it’s a color that effectively communicates the nature of products associated with vitality and stimulus, such as power drinks, sports equipment, vitamin supplements or remedies. And as the exquisite feel-good color, it’s a great option too for promoting group free time activities, clubs and social networks.

Visually, yellow has a high impact that’s hard to ignore, a fact reflected in its use for items such as sticky notes and highlighter inks. Since it demonstrably sharpens attention, too (back to the notes and highlighter pens!) it’s worth considering lighter yellows as a background for large amounts of text, especially copy that requires close concentration such as tutorials, instructions, or rules and regulations.

Yellow does requires a inescapable estimate of care, however. Very light yellows can often appear drab, especially on-screen, while brighter shades tend to become overpowering.

The yellow consequent is an intense one, and its enervating qualities can fast put citizen on edge. Yellow rooms make babies cry more, and they also provoke hot tempers and arguments. And finally, while it’s a color that can be used to shop most products to women – from washing up gloves to high-priced scents – men are far less likely to appreciate its use with high-priced or luxury goods.

White

Pristine and pure, white appropriately signifies cleanliness, spiritual condition and, of course, lucidity in most cultures. It’s determined a non-color to which nothing has been added, making it an ideal option for products wanting to accentuate their unadulterated, un-tampered with goodness: no-frills items, reduced fat, low-sugar or no-additive foods, pure juices, skin-care products.

White is also the first-rate ‘clean’ color, providing the easiest way to add a sense of uncluttered spaciousness to print or screen graphics. Yet its connection with cleanliness and hygiene (white clearly shows dirt so is ordinarily used in hospitals, for example) lends it a inescapable clinical capability that can deprive a marketing message of warmth or even context. For this reason, it’s best used with an accent color to join the best of two worlds – the optical clarity of white and the emotional resonance of a determined chosen highlight.

Remember, too, that on-screen, the mixture of light-filled white with black text is fairly hard on the eye. Try choosing a tinted background for large quantities of copy (yellow is often a good choice, as mentioned above) or convert the color of the text itself.

Black

Although in western culture the color black indeed holds some negative linguistic connotations (black magic, black market) it’s also very indeed associated with authority, reputation and exclusivity (black tie event, black reputation card, black mercedes).

A slightly confusing message, but in general, black can be used very effectively to denote cool sophistication and a powerful sense of greatest luxury or expense.

Pair this with the fact that visually, it’s a color that creates a real sense of depth while also focusing the concentration more completely than white, and black makes an ideal backdrop for images of luxury goods or services such as high-end hotels. Men seem to answer particularly well to such a mixture – possibly because it’s also been shown that for guys, black is a color with marked erotic overtones (combine it with red and you’re onto a testerone-charged winner that’s bound to attract male attention!)

Black is also by far the most base text color; exquisite in print, although on-screen the divergence with white can often seem harsh. A good tip is to Think using a very dark gray instead. And colored text against a black background is rarely a good idea except in small areas, as black backgrounds diminish readability and will fast tire viewers.

Orange

With Its mixture of energetic reds and feel-good yellows, orange is a color that’s clearly suggestive of fun, warmth and pleasure. And like its constituents, orange exerts an invigorating consequent by increasing oxygen to the brain and stimulating mental activity. It’s therefore an exquisite option for any product associated with power and vigor, such as sporting equipment or services, adventure holidays, theme park rides, power drinks.

Think you’ve read something like this before? Well in fact, orange can relate very similar messages to red, but importantly, without its slightly aggressive edge.

Of all the colors, orange is also the best at stimulating appetite. So good in fact, that you may observation a lot of it in the snack or candy shelves near a checkout. Strategic thinking, because the orange capability to originate sudden hunger pangs will often lead to impulse purchases.

Yet orange, particularly in its brighter shades, is also a color that’s perceived as lacking prestige. possibly this is because its high visibility means it’s a frequent factor in motel signs, fast food outlets and similar ‘low-frills’ businesses, but whatever the reasons, it’s a color that’s become associated with lower-budget options and shouldn’t be used extensively for products wanting to relate a high capability message. (The opposite also holds true, however, making it a very good option to indicate value for money, savings and discounts).

Purple

Mysterious, alluring, and very by all means; of course regal, purple is a relatively uncommon color in nature. In the old world, its scarcity meant that it was highly valued, and rare, high-priced purple dyes were used exclusively by nobility.

This connection with wealth and reputation remains to this day, making purple, especially in its darker shades, an exquisite complement to luxury items.

In fact, the connection with price is so strong that it can even be used to add a touch of instant class to economy products. For example, a bus enterprise using purple livery would approximately indeed be perceived as more luxurious than one using orange. The risk here, though, is that the consumer’s perception of comparative price might also rise accordingly – even if fares are identical.

Purple secrets

Purple also has some thoughprovoking incommunicable talents. It’s been noted, for instance, that many women find it an highly erotic color, making it the female equivalent of the guys’ libido-enhancing black.

In fact, purple turns out to be a very girly color indeed – far more so than pink, the usual suspect. It’s a definite hit among young and youthful girls for example, with some studies claiming that approximately 75% rate it their popular color. So while men seem fairly neutral about purple, if you’re looking for a color that speaks directly to the ladies, this may well be the one to choose.

Brown

And what about the guys? Well if you tried to guess, chances are you’d get it right. Brown, along with blue, is consistently voted a popular color by men. And why not? Solid, earthy, dependable; it might lack the zing of the brighter primaries, but it resonates with a sense of trustworthiness and dependability. And if that’s the kind of message you’re looking to add to your marketing strategy, brown is often the right color to convey it – especially of course, if the product’s aimed specifically at males.

An thoughprovoking off-shoot of all this earnestness is the fact that brown is often claimed to be a highly ‘believable’ color, too. In other words, it’s more likely to add credibility to an advertising message – an important factor if your transportation makes claims that may seem extravagant.

Bear in mind though, that if used too extensively brown can also have a stodgy, dampening effect. And whatever message your marketing is ultimately trying to convey, its main purpose is to stimulate sufficient optical interest to attract and excite instant attention.

But even in this respect, brown turns out to be pretty dependable: it indeed converts into lighter and darker shades without losing depth, and can also be mixed with more dynamic colors – reds, yellows, oranges for a much more upbeat feel. So use the color recommendations given here to spice up a brown accordingly.

Planning an ad for well-made, hard-wearing, yet sporty gear for guys? Brown combined with a hint of red should give just the right message.

Footnotes

* While images are ordinarily more noticeable than flat blocks of color, they are, of course, commonly dominated by a single color in order to improve and maintain an full, layout.

* One example would be the use of white clothing to signify mourning in India and many parts of Asia. In this narrative I’m focusing on color in the context of western culture.

* Numerous studies have shown that higher levels of coloring in food or drinks leads to the trust that they are stronger in taste than selfsame items with less color. Assumptions about color-taste correlation can even cause errors when identifying flavor; for example, a cherry-flavored drink colored purple may well be identified as grape.

* The color green has long been a stamp of ecologically motivated political parties and movements, but it’s only in new years that this meaning has become completely mainstream through full, media emphasis on global warming and other ecological issues.

* Oddly enough, red in this context don’t seem to provoke a ‘stop’ response and will also work well for buttons, particularly if a quick decision is required. Green, however, will always be perceived as a less risky click.

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What Color Is Your Advertising? How Color law Can Make Your Marketing More effective

February 29, 2012. Tags: Advertising, Advertising effective, effective, effective Advertising, Marketing. Sofas. Leave a comment.