The Psychology of Colors in Advertising and Marketing.
© Kurt Geer
Are you stimulating emotions while marketing with your
business logo, stationary, business cards, brochures, signs
and with your website?
If you know it or not, colors speak very loud to our
subconscious and have a positive or negative reaction within
90 seconds. On the web you have less that 30 seconds to make
a good first impression.
Are you using the silent language of color to impress,
motivate, divert and persuade your prospects to buy from
BLACK suggests authority, power, boldness, seriousness, is
distinguishing and classic. Business wise it's great for
creating drama and is good for a background color (except on
websites, it is very hard on the eyes). It is ideal for text
on a light background. Black also implies submission and is
associated with evil.
BLUE suggests security, authority, faithfulness and dignity.
For business it suggests sanctuary and fiscal
responsibility. It is the most popular and the second most
powerful color. Blue can also be cold and depressing. People
are more productive in blue rooms.
BROWN suggests richness, politeness, helpfulness and
effectiveness. In business it suggests less important items.
Solid, reliable brown is the color of earth and is abundant
in nature. Light brown implies genuineness while dark brown
is similar to wood or leather.
GRAY suggests authority, practicality, earnestness and
creativity. Business wise it is traditional and
GREEN suggests health, fertility, freedom, freshness,
healing, tranquility and jealousy. Businesses use it to
communicate status and wealth. It is the easiest color on
the eye and can improve vision. It is a calming, refreshing
ORANGE suggests pleasure, cool, excitement, cheer,
endurance, strength and ambition. For business it is good
for highlighting information on charts and graphs.
PINK suggests femininity, gentleness, well being and
innocence. For business you must be aware of it's feminine
links and implications.
PURPLE suggests spirituality, royalty, luxury, wealth,
sophistication, authority and mournfulness. In business it
is upscale and works with artistic types. It is also
feminine and romantic. However, because it is rare in
nature, purple can appear artificial.
RED suggests excitement, strength, sex, passion, vitality,
aggressiveness and commands attention. Business wise it
associated with debt, is great for boldness and accents. The
most emotionally intense color, red stimulates a faster
heartbeat and breathing.
WHITE suggests refined, purity, devotion, contemporary and
truthfulness. For business it can be sterile and refreshing.
The best color on the web for a background color. Doctors
and nurses wear white to imply sterility.
YELLOW suggests warmth, sunshine, cheer, happiness, jealousy
deceit and cowardice. Business wise it appeals to the
intellectual types and is a good accent. Yellow enhances
concentration, hence its use for legal pads. It also speeds
metabolism. It is the most difficult color for the eye to
take in, so it can be overpowering if overused.
Green, brown, and red are the most popular food colors. Red
is often used in restaurant decorating schemes because it is
an appetite stimulant.
People respond more to non verbal cues than verbal ones.
Make sure you use the psychology of colors in all your
marketing, especially when you can't be face to face.
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