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Please work with the taste a little Orange Advertising – How Color Theory Can Make Your Marketing More Effective
If you're planning a marketing campaign or advertising, color is sure to play a key role in the success of your business. After all, practically the first thing your * Consumers will notice, making the color of your best – and sometimes only – chance to get a message.
Using color in most design for marketing and advertising is dictated by the demands of some obvious, the need to consider a specific brand, and the attempt communicate a certain mood dictated by the product itself.
Company is branding fairly simple – specific colors dictated by logos and other devices will be incorporated into at least part of your design. It is the choice of color scheme for the transport of "personality" a product that is often much harder to find.
Sometimes the decision is partly intuitive – most people are even a very basic level that bright, saturated colors convey a different kind of mood to neutral gray or brown. Experienced designers, of course, go further, selection and application of colors on the basis of their efficiency in the overall design. Here, the guidelines of the theory traditional colors often come into play as a kind of balance that all parties are working well together and the right kind of colors are used.
But what if certain colors are actually more right than others?
We are about to embark on an exploration of color related not only to use by their structure, but rather the psychological and physical impact it can have on a viewer.
A large, and sometimes controversial commitment, and we'll first need a few things straight. While people often speak a psychology color, in fact, most psychologists would find fault with the accuracy of this term. Because of the importance given to different Color is not universal and unchanging – in many respects quite the contrary: Different cultures often involve the same color with very different emotions and ideas .*
Yet the colors and the tissue underlying the sociological and historical connotations not fail produce specific reactions in specific contexts – emotions, associations and even physical effects that can help advertisers in their quest ever more precise targeting.
And if all this sounds a little hokey, at least, the idea that colors can actively influence consumers should not be ignored completely. So let's take a look at what colors seem to say.
Red
Red, the most dynamic and powerful colors, seems a good place to start. Especially since studies have shown that babies are color first recognize, and continues to appeal to most people throughout their childhood and into adulthood.
In a purely symbolic level, it the color of fire and blood, an association that is common to all cultures and therefore extremely powerful. Less specific is a color that seems to be related energy, war, danger and power, not to mention passion, desire and love.
So What does this mean for marketing?
To begin, some of these associations are so deeply rooted that it would not be wise to use a color other than red represent certain states. Try showing extreme emotions, such as violence or passion with shades of blue and you'll encounter problems.
Moreover, it has been demonstrated that, in its brilliant variations (tomato, pillar-box), red actually causes a physical reaction by increasing the frequency respiratory and blood pressure.
For this reason, its use in 'sexy' advertising scenarios or as a declaration erotic (on the lips and nails, etc.) should literally put his heart beat faster – and unusually, it is regarded as giving rise to equally by men and women.
If the physiological effect "red" appears simply as a result of its associations, or because the color itself somehow cause such a response, or if, indeed, this effect is based on a combination of both, is not necessarily something that is important here. What is important is that the red as the color of almost all others, has a measurable influence on the consumer.
Learn more about the effect 'red'
Beyond any physical reaction, it could cause, Red's Association strongly, and therefore the power is extremely dominant. Review all Details in our daily life that support this notion: the red icons on the switches to indicate their 'on' state, the coating plastic to 'live' son, the little red light that tells us of an electrical device works.
What makes the red color perfect suggesting rapid action or extreme force – products that may fall into this category include computer games, books or adventure movies.
This association with the deeply rooted power, coupled with the fact that it really raises the metabolic rate, makes Red also a good candidate for any product that aims to spread the idea of improvement, speed or physical alteration. Some of the many possibilities Examples include everything related to sports or speed (think of those red sports cars), energy drinks, self-help guides, or batteries. Even "fast action" or "strong" over-the-counter medications can assume their status with at least a hint of red.
Perhaps because of all that heavy breathing, red also increases the appetite, making it an excellent choice for advertising food (he is commonly said that Chinese restaurants often use the red color schemes for this reason, but there is little truth in it – red is just be very popular and 'color luck' in Chinese culture).
However, if attractive guest room is something good heart you aim to do one environment while red is a good way to get stomachs rumbling.
Pink
Although it follows red, pink has some qualities with its big brother strength. In fact, even though it is generally perceived as a warm and rather optimistic, it is Of course, often associated with femininity and even passivity. A cliché perhaps, but his force's reputation reduction was again shown to have some basis in fact.
Known, a shade of bubble-gum pink used in certain cells in a prison for men was found unexpectedly to calm aggressive inmates. Research confirmed that the rose was indeed important qualities Calming – although subsequent studies revealed that after a while, these effects were dramatically reversed as prisoners became more agitated and aggressive than before. (Surprised? You try to live in a bubble-gum pink).
Nevertheless, the fact that roses could be at least temporarily, a sense of calm, he is a powerful factor in color coordinated approach to advertising. Its quiet, its relaxing qualities and evoke comfort and general gentleness have long been a favorite of items such as toilet paper, wool, cotton and soft on the skin, toiletries including baby lotions.
This association could possibly be explored further in the background or the color of the focus of articles where comfort is key, as bedding, sofas or carpets. Apply with caution, however – the strong association with femininity means anything 'too' pink is likely being snubbed by the men.
There is another area where Rose has an interesting effect, however – and one that is much less likely to alienate men. It is well known that a high concentration of color in food will lead consumers to believe they are more flavorful, or even identify a flavor that is not really present .* And pink is a particularly effective way to suggest softness.
This may relate to the fact that it is often used as a dye in candy, but whatever the case, the association is powerful enough to increase significantly sugariness perceived food or the same depth of flavor. Pink sprinkles or toppings OOMPH will add ice cream to vanilla, pink marshmallow is thought often sweeter than the whites (they are not).
Although in these health conscious times sweet, sugary foods have lost much of their popularity, marketing of certain products is still likely to benefit from a little pink Appeal: feel-good desserts, ice creams, shakes and sweeteners certainly artificial. It is also a color that could be used to make sugar-free, healthier food seem more appealing to children – as a mom and dad are able to see through the ruse themselves.
Green
A natural occurrence as a sign of plant growth and renewal, green is one of those colors that is universally regarded as positive, fresh and fertile. It is also a color that, once again, produced significant physical effects. This is the best color for the eye to absorb and therefore one of the most relaxing, it induces a feeling of calm and rest, and may even improve vision. In short, a very positive effect in color.
This emphasis on nature, freshness and renewal means that is commonly used to emphasize the cleansing, 'regenerative' aspect of household items such as bleaches, detergents, air fresheners. But if you notice a certain irony in this, well located, because the green, of course, has evolved steadily in the symbol of everything that is environmentally conscious. This is not a label that applies to most cleaning products.
Acceptance generalized 'green' in its current sense is actually a fairly recent phenomenon *, but with increased vigilance on environmental issues, is extremely powerful and will only gain strength. So much so, in fact, that real care must be taken now that the use of Green does not suggest a product is all natural, organic or without additives, if it is not. Propriety in advertising – or the idea that what is implied about a product should be supported by reality – is one of the most essential aspects of marketing. Get this wrong, and there no forgiveness for consumption.
Yet, despite green caution should be exercised in advertising, its associations are also being leads to opportunities for more refined targeting. Healthy, healthy foods are likely to be quickly identified as such by the predominant use green, and one can say the same products or services associated with any type of healing, spirituality and personal growth: yoga, slimming programs, alternative medicine.
Different greens, different meanings
Green is a color symbolic complex, including to transmit the subtle nuances of different messages. Darker green – the color of conventional bank notes and bills – have long had an association with finance. The added Involvement of growth and fertility is the choice of an environmentally friendly product for the promotion of many financial products including savings plans, pensions and insurance.
Lime Green, who has emerged as a popular color trend in the 90s, there was a particularly cool dynamic because of their close links with sparkling yellow. As such they make excellent color Keynote for fresh, healthy, energy, inducing products such as juices, tonics, vitamin supplements and energy drinks.
Finally, an association with more modern rods green for use in traffic systems to mean 'go'. This link with the movement, forward movement and vehicles are a potential choice good for anything related to transport: carriers, networks of trains, buses. And for online advertising, try to use green for buttons or links you want any particular clique – you invite me in almost a user to go ahead and do it.
Blue
Blue is by far the most popular color in the world. And as one who, like green, occurs in nature – the color of sky, water and the sea – it is No wonder he is so beloved. With such a universal associations and universal appeal, blue is an important asset for any theorist of color.
Unlike the hot colors that elicit responses, impulsive, passionate, blue color is a brain that is often associated to clear thinking and intellect. For good reason, too, that its use in offices and workplaces has been shown to increase significantly productivity and a sense of well-being. Perhaps more surprising, other studies indicate that the blue can even improve physical prowess – weightlifters generally better results in a blue box. However, it is probably a secondary effect on its ability to sharpen concentration.
This association with clear thinking and precision, the choice of a blue good for anything that involves a high degree of complexity manufacturing, such as computer products, electronic goods or hi-tech devices in general. Darker Blues emphasize this association further, and their widespread appeal among men provide a perfect end to Keynote precision manufactured items with one male attention – luxury cars, custom sewing, luxury grooming products.
Given this context, it is not a real surprise is that the blue emerges as a clear favorite in the business world. His involvement firmness and reason to continue to make an effective choice for many people the brand, although its white-collar associations may also suggest stuffiness and conservatism.
In his lighter, brighter colors, blue loses much of its aloofness and cool takes more happy, bubbly and spontaneous harmonics. The appearance of pure natural blues convey such a sense of cleanliness and freshness and are often used for cleaning products, detergents, deodorants and toothpastes.
Brilliant Blue is also an obvious choice for the typical holiday. Evocative of a cloudless sky and pools inviting seas, it also provides a tantalizing taste of tranquility and relaxation by slowing the metabolism and produces a feeling of calm and well-being. A strong message indeed, and makes a choice in blue equally effective for spas, beauty salons and other services where deep relaxation or treatment is a POS core.
In fact, blue is such a flexible and well-liked color that is almost impossible to misuse – a major exception.
Foods, especially meat, dairy products and staples such as pasta or rice, really do not have a kind association with blue. To start this fall in metabolism will certainly reduce the appetite, but this does not explain the fact that the combo blue food may even induce feelings of nausea. (Try it. Add a little coloring to the pasta, white sauce, or better yet, the light flesh meats like pork or chicken. See how far before you push your plate to one side).
It has been suggested that we associate instinctively color with something that is rotten and unsafe to eat, but whatever the case, not a very good choice for marketing a dish. And if you fail to find your next dinner, highlight the blue plates. Over there will not be many requests for a second service.
Yellow
Yellow is alive, energetic and fun – it's the color of the sun, flames and fire and is closely associated with warmth, happiness and positive energy to create such states. It produces physical reactions that are perfectly in agreement with this interpretation, also, an instant feeling of well-being with a significant boost to mental activity.
For this reason, it is a color that communicates effectively nature products related to the vitality and stimulus, such as energy drinks, sports equipment, supplements of vitamins or medicines. And perfect sense as the right color is also an excellent choice to promote recreation groups, clubs and social networks.
Visually, the yolk has a high impact is difficult to ignore, which reflects its use for items such as sticky notes and highlighter ink. As he demonstrated sharpens attention, too (back to notes and highlighter pens!), it is useful to examine the lighter yellow as the background of large amounts of text, including copy that requires special attention such as tutorials, instructions or rules and regulations.
Yellow requires a certain number of treatments, however. Very light yellow can often appear dull, especially on the screen, while lighter shades tend to become invasive.
The effect is an intense yellow, and its irritating qualities can quickly put people on edge. Rooms are yellow babies cry more, and they cause of hot fluids and arguments. And finally, while it is a color that can be used to market products in most women — china gloves for expensive perfumes – men are much less likely to appreciate its use with expensive or luxury items.
White
Virgin, pure, white means clean properly, spiritual health and, of course, the same purity in most cultures. It is considered a non-color, which nothing has been added, making it an ideal choice for products they want to emphasize pure, UN-rigged kindly: Articles without frills, low-fat products for low sugar or no food additive; juice pure skin care.
White is also the classic "color clean, provide the easiest way to add a sense of space without space to print or graphics on the screen. Yet his association with the cleanliness and hygiene (white shows clearly the dirt is so commonly used in hospitals, for example) gives a quality of some clinics that can deprive a marketing message from heat or context. For this reason, it is best used with an accent color to combine the best of both worlds – the visual clarity of white and emotional resonance of a great timing carefully.
Remember, too, that on the screen, the combination of light-filled white with black text is fairly hard on the eye. Try to choose a colored background large quantities of copies (yellow is often a good choice, as mentioned above) or change the color of the text itself.
Black
While in Western culture the color black is definitely a negative connotation several languages (black magic, black market), it is also very positive associated with the authority, prestige and exclusivity (black tie event, black card, black Mercedes).
A message about little confusing, but in general, black can be used very effectively to describe the cool sophistication and a strong sense of extreme luxury and expense.
Pair this with the fact that, visually, is a color that creates a real sense of depth while focusing more attention completely than white and black makes a perfect backdrop for images of luxury goods or services such as upscale hotels. Men seem to respond particularly well to this combination – perhaps because it has been shown that for guys, black is a color with accents marked erotic (combine it with red and you're on a winning testerone charge that attracts the attention of men!)
Black is by far the color most common text, perfect in the press, even if the screen contrast with the white can often seem harsh. A good tip is to consider using a very dark gray instead. And colored text on a black background is rarely a good idea, except in small areas, like black backgrounds reduce readability and viewers quickly tire.
Orange
With its combination of red and energetic feel-good yellows, oranges is a color that is clearly suggestive of fun, warmth and pleasure. And as his constituents, the orange has a tonic effect by oxygen becoming more to the brain and stimulate mental activity. It is therefore an excellent choice for all products related to energy and vigor, such as sports equipment or services, adventure holidays, theme park rides, energy drinks.
(You think you have read something like this before? Well, in fact, Orange can deliver messages very similar to red, but more importantly, without his slightly aggressive edge.)
Of all the colors, orange is also the best to stimulate the appetite. So good, in fact, you may notice a lot of it in case shelves of sweets next to a crate. Strategic thinking, because the ability to generate orange sudden cravings often lead to impulse buying.
However, orange, especially in its bright hues, is also a color that is perceived as lacking in prestige. Perhaps it is because its high visibility means that it is a common factor in signs motel, fast food and other 'low-frills business "But whatever the reasons, it is a color that become associated with a lower budget options and should not be widely used for the products would give a high quality of the message. (The converse is also true, however, making it an excellent choice to indicate the value of money, savings and discounts).
Purple
Mysterious, seductive, and certainly royal purple color is relatively rare in nature. In the ancient world, its rarity meant it was very popular, and rare, expensive Purple dyes were used exclusively by the nobility.
This association with wealth and prestige to this day remains, turning purple, especially in its darker shades, an excellent complement to luxury items.
In fact, the association with fee is so high that it can even be used to add an instant touch of class to cheaper products. For example, a bus company using purple livery would almost certainly be perceived as more luxurious than the one using orange. The risk here, though, is that the perception of the consumer price comparison may also increase accordingly – Even if rates are identical.
Purple secrets
Violet also has some interesting hidden talents. It was noted, For example, many women find it very erotic color, making it the equivalent female libido guys Improvement black.
In fact, purple is a color appears to be very girly indeed – much more pink, the usual suspects. It's A Hit accurate among young girls and adolescents, for example, some studies claiming that nearly 75% rate it their favorite color. Thus, while Men seem fairly neutral about purple, if you are looking for a color that speaks directly to women, this may well be the one to choose.
Brown
And what about the guy? Well, if you tried to guess the chances are he as you need. Brown, with Blue is consistently voted a favorite color for men. And why not? Strong, earthy, reliable and it might lack the zing of bright primary, but resonates with a sense of dependability and reliability. And if that's the kind of message you want to add to your marketing strategy, brown is often the right color for the forward – particularly, of course, if the product is designed specifically for men.
An interesting off-shoot of all this fervor, is that Brown is often seen as a color very "credible", too. In other words, it is more likely to add credibility to an advertisement – an important factor if your communication makes claims that may seem extravagant.
Keep in mind that if used too intensively brown may also have a dampening effect stodgy. And the message that your marketing is ultimately trying to convey, its main objective is to stimulate enough visual interest to attract and generate immediate attention.
But even in this regard, Brown proves to be fairly reliable: it easily turns into light and dark shades without losing depth, and can also be mixed with vibrant colors — reds, yellows, oranges for a much more optimistic. So use the recommendations given by the color brown to spice accordingly.
Planning a listing for well made, resistant to wear, gear for sports moment for the guys? Brown combined with a touch of red should only give the right message.
NOTES
* If the image is generally more sensitive than that of flat blocks of color they are, of course, generally dominated by a particular color to strengthen and support a comprehensive layout.
* An example is the use of clothing white to signify mourning in India and many parts of Asia. In this article I focus on color in the context of Western culture.
* Numerous studies have shown that higher levels of dye in foods or beverages to believe they are stronger in taste that identical items with fewer colors. Assumptions about the correlation of color taste can even cause errors in the identification of flavor For example, a beverage flavored cherry color purple in May and is identified as the vine.
* The color green has long been a symbol of movement ecological motivated, but only in recent years it has become common sense in focusing extensive media coverage on global warming climate and other environmental problems.
* Curiously, the red, in this context does not seem to cause a "stop" response and will also work well for the buttons, especially if a quick decision is necessary. Green, however, will always be perceived as a click of the least risky.
About the Author
With a background in advertising, copywriting, illustration and web design, Mike currently works freelance as an SEO consultant and web content writer.
His most recent project, clickspiration.com, is aimed at the online advertising and affiliate scheme publishing sector.