The use of color in marketing is a powerful psychological tool that
can send positive or negative messages, encourage sales, and calm or
excite a crowd. The use of color can be seen all around you, from
signage, logo designs, book covers, and product packaging. Before you
create your next marketing piece, think about the meanings many colors
portray:
- Black is associated with authority, elegance, and mystery. Black is
also associated with grieving and evokes strong emotions, making it
easy to overwhelm people with too much black. - White often depicts purity and cleanliness and can often inspire
creativity (white boards, blank slates). - Red draws attention and is the color of energy and excitement. Used
in moderation, red can provide a powerful accent color. - Pink is the color of romance, love, and gentle feelings, and is
proven to soothe and calm aggressions. - Blue is associated with dependability, wisdom, and loyalty, and is
the most popular favorite color. Many people are more productive and
focused when surrounded by blue. - Green is the color of growth, nature, and money. It is also
associated with good luck and fertility. - Yellow is associated with laughter and happiness. People surrounded
by yellow feel more optimistic because the brain releases more
serotonin (feel good chemical in the brain) when exposed to yellow. - Orange often depicts fun times, warmth, and an energetic attitude,
and can also make people hungry. - Purple is the color of royalty, wealth, and spirituality, and often
stimulates the brain activity used in problem solving.
Not only can color convey different feelings, but it can also affect
shopping habits. For example, impulse shoppers respond best to red,
orange, black and royal blue.
Many thanks to our friends at Northern Ohio Printing for this article.
Published in Printer@Work, April 6, 2010
