THE INFLUENCE OF COLOR IN MARKETING

Countless studies have been made and articles written throughout the ages about the psychology of color and how it affects everything from healing and emotions to response in non-verbal communication. Consumers are generally unaware of the persuasive effects of color, as much of the human reaction is subliminal. Color has the power to immediately stimulate the senses and exert the power of suggestion. As designers we are keenly aware of human reaction to certain colors and how to use this knowledge to influence desired outcomes to target audiences. It is a tremendously important part of the company or product identification process. Imagine the golden arches being blue? Or the Nike swoosh pink?

To give a quick synopsis of colors and their effect on us:

• Black is associated with authority and power.
• White symbolizes purity and innocence.
• Red is emotionally intense and can signify love, excitement and urgency, while pink is soft and romantic.
• Blue is popular because it is calming. It can also portray coldness.
• Green symbolizes nature. This color is easiest on the eye.
• Yellow is an attention getter but can be overpowering if overused.
• Purple connotes luxury, sophistication and wealth.
• Brown is soft and reliable, genuine, earthy.

When designing logos, brochures, etc. we always consider the type of business, the intended audience, and how we want to use color to enhance the message we are bringing forth. Color goes hand in hand with font usage and graphic treatment in helping to create an impact, establish an identity, and message retention.

Color can be used to:

• Gain readership (by 80%)
• Increase reader�s attention spans and recall (by 82%)
• Emphasize critical information
• Make a more memorable impression and increase response
• Enhance productivity with designated color schemes
• Increase payment response
• Help sell (up to 80% more)
• Improve brand recognition

With the advent of digital print technology, there are more options than ever before to produce color advertising materials and to do this affordably. From gang-run presses to short-run digital printers to specialty vendors, we are able to help our customers find the solution that�s right for their budget and particular scenario. Color is vital in communication and can play an important part in your marketing program. When used right, it can be a tremendously invaluable tool.