Colors define our lives around us. We associate certain colors with our very basic emotions and they have become an intrinsic part of our existence. For example, phrases such as blue Mondays, green with envy or a red-hot sale immediately trigger certain thoughts and images.
Just as our emotions are not black and white, neither is the perception of our existence. It is for this reason that striking colors have been used in the world of marketing and a successful campaign always takes into account how a certain hue or tone will impact an audience.
Why is Color Important in Defining a Product?
One aspect that needs to be understood is the very psychological connotations we make when we see a color. For instance, if a company were advertizing a tranquil trip to the Mediterranean Sea, would they use a magenta background? Similarly, if we viewed an article promoting a new romantic destination, would a dark green background give the same effect? Whether we realize it or not – and more often times not – decisions can be made on these visual cues alone.
Eye-Catching Displays Increase Attention
While one color may resonate with a viewer, most companies will employ the use of complimentary colors to further enhance their branding and the user’s experience. Many would be quite surprised how many visceral emotions certain combinations elicit.
A combination of green, white and brown symbolizes fertility, neutrality and an organic nature. It is no surprise that this combination is often used for agricultural or environmental products. Likewise, black and orange are generally employed when calling a viewer to action, such as may be found on a webpage where one may sign up for a certain service. Look at Amazon – there’s always orange in the buy buttons.
The Importance of Color and Branding
The most effective way to draw one’s attention to a certain product is to combine an active knowledge of which colors to use with an effective graphical brand design and page layout to further convey a product in tune with it’s own vision and mission statement. This can lead the consumer to automatically associate a certain company with a certain color.
The main importance is the simple fact that as our perceptions of color are so deeply rooted into our conscious and subconscious, the correct choice of hues and combinations can be a powerful means to help an idea or an advertising campaign achieve continued success.
What You Should Do
Always talk to your graphic designers about color. What was their thinking behind the colors they have chosen? Can the choices be changed or improved. Always asks as many people as possible about what they feel about certain designs. The correct decisions here can be all important.