We all know the importance of color in design, not just for aesthetics but for our subconscious minds to evoke action or emotions.  While that Android Green or Nadeshiko Pink might look good to you, it may cause a different reaction in others.  Color and the use of it in design is a science that crosses over from chemical make-up to psychology.  And how well you use color in your advertising designs can help you achieve your sales goals.

The Psychology of Color Groups

 

Red:  Red is an exciting color that is not only associated with romance and passion, but also with energy.  A little bit of red in your advertising design will get noticed as it’s one of the first places the eye catches.  If you’re looking to get your customers excited about your product or service, consider adding in a splash of red.

 

Blue:  A favorite color universally, blue tends to be a calming color that also depicts productivity and intelligence.  (Think of the blue sky and blue ocean.)  Not all blues are created equal, however; some blue shades can send a cold or uncaring message.  The blue hue you choose for your advertising design should reflect your type of business:  spa, health club, swimming pool companies, air conditioning repair, boating and travel.

 

Green:  The color green denotes growth, nature, money and hope.  In terms of eye appeal, the color green is much easier to look at than yellow or red and can even have a calming effect on the reader.  Consider using green in your design if your product or service involves education, wealth building (dark green) and the environment.

 

Yellow:  Put the right yellow hue on a piece of paper and you will see why the color yellow is so visible.  (Think of taxicabs, caution signs and tape, emoticons and notepads.)  Yellow is a cheery color that can make people feel optimistic and creative.  Consider using golden shades of yellow to evoke optimism, but use sparingly – too much yellow in your design can be overwhelming to the reader.

 

White:  White is more than just a commonly used background color.  It gives a sense of cleanliness and purity that is often used in product design for wedding gowns and clean, green energy.  White on a dark background will help enhance the effects of the color and can turn a drab message into a powerful one.  If you want your readers to associate cleanliness and creativity with your product or service, think about adding more white to your visuals.  (Be sure to check out our post, How to Use the Right Pictures in Your Advertising.)

 

 

Black:  Black, especially too much, can denote a sense of mourning or evil, yet it can also depict strength, elegance, power, stability and authority.  Like yellow, using too much black can overwhelm your readers, so use it sparingly.

Putting Colors Together

Warm colors range from red to yellow and include pink, brown, orange and burgundy.  When put together, heat (sun and fire) and motion are easily depicted.  Warm colors tend to pop out more when used on a darker background, helping to enhance the psychological effect you want to achieve.  Using complimentary colors (warm and cold) against one another can be an eye-pleasing attraction.

 

Cold colors range from green to blue and contain shades of violet.  Not all violet hues are created equal; violets that contain more blues are cool colors while those that have shades of red are considered warm.  Cool colors are calming and when used as a background, they can make your other colors stand out without overwhelming your reader.

 

When designing your marketing and advertising material, take careful consideration of the colors you are using and take advantage of the psychological benefits that different colors can provide.

 

For more information on using color in your designs, contact Greenway Print Solutions.