Best Colors In Marketing

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.

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To understand what messages colors are sending, consider the following color chart, which lists the emotions, characteristics and ideas each color can portray:

Red

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.

Blue

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.

Green

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.

Yellow

Happiness, Cheer, Sunshine. You can use yellow to convey optimism and positivity. Women tend to like yellow more than men.

Orange

Playful, Engergetic, Fun. Often used to promote toys and various forms of entertainment. It has been used to express a beginning, like a sunrise.

Purple

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.

Pink

Youthful, Sweet, Creative. Perfect color choice when promoting romance or femininity. Used for candy and sweets.

Black

Power, Mystery, Authority. While black is a very powerful color that conveys intelligence and sophistication, it also evokes emotions of death and grieving.

White

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.

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When it comes to choosing the right color for your marketing material, it really boils down to what message you are hoping to get across. Do not make the mistake of underestimating your 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.

For more questions about color use in marketing material, call Printing Solutions at 480-596-6300.

Andrew Pinch

About Andrew Pinch

Andrew has been working in the print industry since 2003, working in prepress, management, and ultimately owner of print shops, including Printing Solutions of Tempe, Arizona. See Andrew's LinkedIn Profile here.