It's a well known fact that different colors affect us in different ways. For example, red inspires impulsive buying. Our eyes are drawn to the color like ducks to water. Just walk into any supermarket and you will notice that red is the color used most often on products.
Ever wonder why this is?
The reason is simple. It has been documented that these colors cause excitement thus raising the blood pressure and causing the pupils to dilate, which goes to prove one thing: color affects us.
Combinations of colors are also used to sell products. For instance, Pepsi Cola® uses red white and blue, Coca Cola®, uses a red and white combination, and the cereal product, Total®, creates eye-catching appeal by pairing a blue package and red logo.
Color can also be used to relate to a particular product or service. Most of us are familiar with Green Giant® products. Their packages are set in a white background with the famous green logo. Another popular brand, Healthy Choice® also uses the color green. These products are trying to emulate freshness and healthy eating and green does the job.
Here's a short overview of some colors used in ads or product development today and what they mean:
Blue
Here is the all-time color favorite for most folks, especially men. It's a cool color that is extremely versatile going from the darker side of midnight blue to the lighter of baby blueâ€"all of which inspire us in so many different directions
Yellow
Along with red, this color raises our blood pressure a bit and catches our eye. Yellow embodies life, joy and offers a high-impact visual. It adds brightness to our lives.
Red
This color is the attention grabber. It is considered the hottest color with the highest impact for attention and action. It has a strong masculine appeal.
Green
This color leads the pack for symbolizing a healthy lifestyle. Green is often used with health food products, recycling, vegetables and even mentholated tobacco products (to emphasize freshness??).
Brown
Although considered a masculine color, it does have a strong appeal to women as well. Symbolizes home and hearth.
Black
Black is the embodiment of sophistication, gives an expensive message. It also lends itself wonderfully as a background color to accentuate other colors, such as: yellow, red and orange.
Orange
This is the color of harvest, the "feast" color, and it evokes strong emotions regarding holidays, home, eating.
Now while most of us in the small business world cannot afford to have color studies done for our products or services, we can use color to provide an accent or an ambiance to our visual presentations.
TIP: Remember to always stay with the same color palette. It helps your identity and is certainly more pleasing to the eye.
If you have a product that is packaged in red, a logo in blue and an advertisement to promote both in green, you're not helping to set your product, logo and ads apart from the competition.
Whichever color you decide to use for your campaign, remember to keep it simple (not more than three colors per item) and be consistent.
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