Advertising and Color
What’s the quickest way
to create mood without saying a word? Color! Before they read your
marketing piece, they see it – and their feeling about your business
begins. So it’s a good idea to take some time to find out what
colors mean – and how they can help sell for you. When you learn
the psychology of colors you will be able to add a whole new
layer to your marketing materials. Here’s how using certain
colors will help you attract a specific target market and
evoke the desired response:
The color scheme you
choose for your flyer or business cards can help or hurt
the overall tone of the piece. For instance, if you own a gift
shop, you would want to work with a lot of yellows,
including coral, orange, amber and gold. Why? Because yellow
symbolizes joy. It exudes energy and happiness, and is
associated with being welcoming and homey.
which includes mauve, magenta, crimson, and scarlet, is the
color of power, romance, and vitality. It’s an eye catcher, and
makes us sit up and take notice. That’s why it’s so often used
in the financial arena when the numbers are going in the wrong
direction. Red can also have a physical effect, even raising
blood pressure! Use red in your ad when you want people to take
If, on the other
hand, you need a very friendly, non-threatening campaign,
green is your color. Green and its shades, including lime,
leaf green, sea green, emerald, teal and sage, symbolize life
and nature. It’s good for us, and your reader will
receive that impression about what you are selling as well. In
contrast to red, in the business world, green symbolizes growth
When you need a more
serious, classic look that conveys law and order, dependability,
and trustworthiness, go for the blue and purple palette.
This includes sky blue, ultramarine, violet, purple and azure.
These colors work great in certain markets, specifically
for older, more mature audiences. It’s common in financial
institutions, hospitals, and the legal and medical professions.
So what kind of business
do you have? Do you sell a product or a service? Think about your
target market, and try to determine what emotion will appeal to them
the most. Now try to match that with one of the above color
palettes when you are designing your ad. With the right colors,
your marketing piece is sure to be read.
Read other articles and learn more
about Karen Saunders.
the author for permission to republish or reuse this article.]