Since the beginning of time, various colors have elicited various emotion responses. From a marketing standpoint, color is a powerful tool that can actually change potential customers’ moods and perceptions. Designers and advertisers are well aware of the power of colors, but using it successfully can be a challenge.
Understanding Color Psychology in Print Marketing
In marketing, color is a cue that helps your audience see exactly what you want them to see and feel what you want them to feel. In turn, excellent use of color can help you encourage your audience to do what you want them to do, whether that means purchasing a product, calling you to schedule a service or even just subscribing to your newsletter.
Colors have distinct emotional meanings. Red, for example, represents love and power. It can also have negative associations like danger or anger. Blue, on the other hand, may signify tranquility or masculinity. The emotional impact of various colors can be used as part of a successful marketing campaign.
In short, good use of color can change your entire message. On the flip side, though, choosing poor colors could change the perceived meaning of your materials or even result in even the most amazing call to action being ignored.
It is essential that you choose the right colors when designing marketing materials for print. Unlike digital design, changing the color of paper does not happen with the click of a mouse!
Types of Colors
There are countless colors in a never-ending array of shades, tones and tints. Generally speaking, though, there are certain colors and types of colors that are used most frequently.
Warm, Bright Colors
Warm, bright colors, like red, pink, orange, yellow and beige, are eye-catching and often portray energy or courage. They make objects appear larger and closer. Because they are highly visible, they can be overpowering, especially when used together. They are best used among more subdued colors.
Cold, Bright Colors
Cold, bright colors, including silver, lavender and azure, convey a sense of modernity and professionalism, especially when used harmoniously with gray. These colors are ideal for businesses and commerce websites.
Warm, Dark Colors
Purple, brown and gold are classed as warm, dark colors. They express tradition, relaxation and luxury. These colors work well in elegant designs, and when mixed with cold colors, the can present an impression of modernity. These colors are well-suited to brands involved in craft, finance and consulting.
Cold, Dark Colors
Cold, dark colors, like blue, green, turquoise and violet, convey feelings of quality and stability. They’re commonly used on business websites as accompanying colors.
White, grey and black are neutral colors that can be used to create contrast and bring out other colors used in your materials. On their own, they don’t convey any particular message, but when used with other colors, they become powerful complements.
Applying Color to Your Print Marketing Materials
There is no right or wrong color set for print marketing materials. When applying color to your print marketing materials, the most important aspect is considering how the colors
work together and the emotional messages they convey.
The colors you use in your marketing materials are just as important as your content and call of action, but their impact is often overlooked. If you need help coming up with the perfect color scheme for your marketing materials, The Print Connection can help. For all of your Denver printing needs, call 303-779-1420.