Whether we realize it or not, the colors used in marketing materials are sending a very big message to their target audience all on their own. There are specific feelings and emotions that certain colors evoke and when the right color is used in the right place, it can play a key role in delivering your message.
Colors serve as a sort of non-verbal communicator. As humans, we tend to subconsciously assign certain traits and characteristics to colors, including their shades and hues. Dark red used at a restaurant, for example, can make an entirely different statement than a lighter red would.
To understand what messages colors are sending, consider the following color chart, which lists the emotions, characteristics and ideas each color can portray for your brand:
Aggressive, Energy, Excitement. It has been pointed out that restaurants use red to not only stimulate appetite, but also to keep people moving along so there is always room for the next customer.
Dependable, Safe, Loyalty. Banks and other financial institutions use blue to help portray a safe and steadfast environment. Blue is also often used in uniform design from military to police to security guards.
Growth, Peace, Health. If you are going for a calming feel for your marketing material, use green. People feel more connected and natural with green logos and branding.
Happiness, Cheer, Sunshine. You can use yellow to convey optimism and positivity. Women tend to like yellow more than men.
Playful, Energetic, Fun. Often used to promote toys and various forms of entertainment. It has been used to express a beginning, like a sunrise.
Wealth, Sophistication, Royalty. Purple often associates with prosperity and wealth. Many have had success using purple when targeting young women in their teen and pre-teen years.
Youthful, Sweet, Creative. Perfect color choice when promoting romance or femininity. Used for candy and sweets.
Power, Mystery, Authority. While black is a very powerful color that conveys intelligence and sophistication, it also evokes emotions of death and grieving.
Clean, Pure, Safety. Perfect to use for anything health related or with baby products. White can give a feeling of balance and it’s use will convey neutrality.
When it comes to choosing the right color for your marketing materials, it really boils down to what message you are hoping to get across. Do not make the mistake of underestimating the color choices. Carefully consider what it is you want to convey immediately with your marketing material. Remember that color is sending a message whether you want it to or not.