The science that studies color, combination of colors, their contrasts and harmony, especially the perception of color by a person, language and culture of color, called coloristic. Also, psychology studies in detail the effect of color on mood and feelings. Selection of colors for the design of advertising is always a time-consuming process. It is necessary to achieve the correct accents and combinations, not just to attract the attention of potential customers to your products / services, but to be remembered for a long time.
The color of advertisement carries the list of essential functions.Besides attracting attention, it brings to the understanding of the offered goods / services, increase ad recall, highlights the most significant of its components, it emphasizes the positive properties of the product, creates a positive attitude to advertising and product as a whole.
How it works?
- Full-color printed promotional products attract the attention more than a monochrome, even if they have laconic design.
- Color memory allows us to quickly identify the goods by the color of packaging, for example in the design of packaging for chewing gum mint are often present shades of green, but in search of berry tea we will look for the package with red, pink, purple hues.
- Color helps a lot to remember advertising. Statistically black and white memorizes promotional items 40% of the audience, two-color – 45%, and the full-color – 70%.
Visible color images, such as photographs, graphics, help formulate clearer image of the offered goods. - Colors deliberately oriented customers in the prices. Silver, gold items, combination of black and red, blue and silver, purple or green with gold hint on the product class and status of the manufacturer in advance. Ridiculous combination is talking about makeshift approach to design of layout, and therefore the class of goods.
Next, we will present the specific influence of colors in different contexts advertising.
RED – the undisputed leader in the advertising business. It calls an increased emotional response, the consumer adjusts to the determination, calls for an immediate purchase of goods / use the service. If your company does not intend to so openly entice customers, you can use shades of red, they cause a meaningful reaction. Purple and burgundy symbolize elegance and solidity, pink – tenderness. The color combinations of red is worth to keep leading, because your ads will be remembered better.
YELLOW – ranked among the solar colors. It stimulates the brain and vision, creates an atmosphere of warmth and comfort, improves mood. Yellow is the brightest color in the spectrum, placing advertising text of yellow color on a dark background is equally well read at long distances and not very much. As a rule, yellow is used in the advertising of children’s goods, entertainment, rest.
GREEN – often symbolizes the goods and services related to health and the field of medicine, biology and ecology. Psychologists believe that shades of green are calming, relaxing. This is why green is often used as a background or logo for medical institutions.If, for example, serve advertising of medical services in shades of red, or black, it would appear unconvincing, since in this context will subconsciously associate red with blood and black with sorrow. In shades of green reaction will be relieved of fear and anxiety.
BLUE – symbolizes serenity, peace, tranquility. Details of blue color in the promotional products will not be able to chain the attention immediately, but they are guaranteed to not cause disgust.
WHITE – a symbol of purity, symbol of the beginning . White color – a standard background for any promotional items. It does not cause emotions, does not call for the purchase.
BLACK – the main color in printed typography. The most suitable for readability of almost any font. Black emphasizes finesse, creates a sense of mystery in some contexts. Using the technique of “successive contrast”, all colors can be made richer by simply placing them on a black background. The main thing that they were really contrasting. At the same time, it is not necessary to place a lot of text on a black background, reading will be very tiring.
Of course, what color to choose, and what associations it may cause, is largely depends on the context, but at the same time ridiculous chosen color can kill even the most “sell” advertising text.