Humans respond emotionally to color and form
almost immediate and lasting impressions from this deliberate choice of expression. For businesses, the stakes are even higher because color represents their brand and image – two intrinsic qualities that instantly communicate volumes about a business' style and underlying values.
Color your marketing with care
Color must be used consistently in marketing and carried faithfully throughout all forms of collateral – from a website and mobile outreach efforts to brochures and even business cards. It can be cost prohibitive to make even a small color correction – a far cry from quickly and affordably changing paint on a wall when the mood strikes.
Of course you want people to respond favorably to your color choices – to walk through the “rooms” that constitute your website and think, I like this company – a lot – and want to learn more. You can evoke exactly the emotions you intend when you spin the color wheel and learn the fundamentals of the psychology of color.
Learn the primary colors
- Red represents energy, excitement and daring. If red is overused – or used without a softer companion color – it can risk being seen as demanding and aggressive.
- Blue conveys calm, dependability and confidence. It can “turn” if used in great amounts, signaling distance, coolness and unfriendliness.
- Yellow epitomizes cheerfulness, joy and happiness. Too much yellow, though, can trigger fear or anxiety.
Learn the secondary colors
- Purple is commonly associated with imagination, creativity and spirituality but perhaps most strongly associated with royalty, wealth and luxury. Purple's mysterious quality can be overdone to the point of distraction, literally, by causing too much introspection.
- Green communicates growth, health, nature and peace. Some people, however, might subliminally link the color of money to greed and materialism.
- Orange exudes optimism, fun and warmth. It can transfer to attitudes, inspiring positivity, motivation and determination. The downside? Too much orange can suggest a lack of seriousness or an absence of intellectual heft.
Learn about other colors
- Black implies seriousness, structure and control.
- Brown triggers thoughts of security, support and protection. But this “safe” color, used in the extreme, can seem reserved, dull and boring.
- Gold represents charm, prosperity and treasure. Reaching for a “goldmine” can backfire, coming across as egotistical and self-righteous.
- Pink stirs feelings of caring, compassion and nurturing. Overdone, it can be construed as “lightweight” and even immature.
- White exemplifies cleanliness, purity and peace. A "whiteout," however, can spawn feelings of loneliness, isolation and emptiness.
If you're fascinated now, just wait until you spin the color wheel and begin to make crucial decisions about your marketing materials. To bring clarity to your efforts – and achieve greater results – turn to the marketing experts at ADTACK. They can help you conceptualize, develop and execute a comprehensive marketing strategy – and choose the colors that will evoke exactly the emotions you intend while turning your competitors green with envy.
