Skate Simple

The Working taste buds with a little publicity Orange - Color Theory How can you make your marketing more effective

If you are planning a marketing campaign or advertising in full color is sure to play a key role in the success of your business. After all, it is more or less the first thing your consumers will notice *, do your best color - and only sometimes - the chance to get a message.

The use of color in most design marketing and advertising is dictated by certain obvious requirements, the need to reflect a specific brand, as well as the intent of conveying a mood dictated by the product itself.

Company branding is quite simple - dictated by the specific color logos and other devices must be incorporated at least partly of its design. It is the choice of color scheme for the transport of the personality "of a product is often much harder to work.

Sometimes the decision is partly intuitive - most people understand, even a very basic level, bright, saturated colors that transmit a different type mood neutral gray or brown. Experienced designers, of course, go further, selection and application of colors on the basis of efficiency in the overall design. In this case, the guidelines of traditional color theory often come into play as a sort of balancing act to ensure that all parts work together well and that the type of dyes are used.

But what if some of the colors are actually more perfect than others?

We are about to embark on an exploration of color related not only to be used in the design, but rather the psychological and physical impact is likely to have a bystander.

A large, and sometimes controversial company, which first have to get a couple of things in place. Although people often speak of a psychology color, in fact, most psychologists would find errors in the accuracy of this term. This is due to the importance given to different colors is not universal and unchanging - In many ways is the opposite: different cultures often associate the same color with very different emotions and ideas .*

However, the colors and fabric underlying sociological and historical connotation certainly not specific reactions occur in particular contexts - emotions, associations and even the physical effects that can help advertisers in their search for ever more precise targeting.

And if all this sounds a bit corny, at least, the idea that color can actively influence consumers should not be ignored completely. So let's look at what the colors seem to say.

Red

Red seems to be most vibrant and powerful colors, like a good place to start. In particular, since studies have shown that babies recognize the first color, and that continues to attract more people throughout their childhood and into adulthood.

A purely symbolic level, is the color of fire and blood, an association common to all cultures and therefore extremely powerful. Less specifically, is a color that seems to be associated with the energy, war, danger and power, to say nothing of the passion, desire and love.

So what does this mean for marketing?

For starters, some of these associations are so deeply rooted that it would be a good idea to use a color other than red to represent certain states. Try to represent the extreme emotions such as violence or passion with shades of blue and you'll have problems.

Moreover, it has been shown that, at its brightest variations (tomato, pillar-box), red actually induces a physical response to increased respiratory rate and blood pressure.

For this reason, its use in 'sexy' advertising scenarios or as an erotic charge statement (on the lips or fingernails, for example), quite literally, you must set the heart beating faster - and exceptionally is considered equal to men and women wake up.

Whether the 'red physiological effect' occurs simply as a result of their associations or because the color itself in some way causes a response, or if, in fact, this effect is based on a combination of both, is not necessarily important here. It Importantly, the red, like virtually all other colors, has a measurable influence on the consumer.

More on the 'network effect'

Regardless of any physical reaction that could lead, red association with force, and therefore power is extremely dominant. Note all the details on our daily lives to support this idea: red icons on the switches to its "on" state the plastic coating on 'live' cables, the small red glow that says an electrical appliance is running.

All of which Red makes an ideal color to suggest actions in rapid motion or products of extreme force - which could fall into this category include computer games, books action / adventure movies.

This deep-rooted association with power, together with the fact that actually raises the metabolic rate, Red Color also makes it a good candidate for any product that seeks to convey the idea of improvement, speed or physical change. Only a few of many possible examples include everything related to sports or speed (think red sports cars), energy drinks, self-help guides, or batteries. Even "Quick action" or "powerful" counter-drugs can support their state with at least a hint of red.

Perhaps as a result of all that heavy breathing, red also increases the appetite, making it an excellent choice for food advertising (is popularly claimed that restaurants Chinese often use red color schemes for this reason, but there is little truth in it - red, just happens to be a very popular and "luck" of color in the culture Chinese).

However, if you attract diners to eat heartily is something that is aiming to do, a totally red is a good way to get stomach noises.

Pink

Although derived from red, pink has some strong qualities of his older brother. In fact, though generally color is perceived as a warm and fairly optimistic, is, of course, popularly associated with femininity and passivity, even. A cliché, perhaps, but his reputation force reduction was again shown to have some basis in fact.

Famously, a bubblegum pink shade used in certain cells in a prison men was found unexpectedly to placate the aggressive inmates. Research supports the fact that pink indeed have important soothing qualities - Although subsequent study found that after a while these effects were reversed dramatically as the prisoners became more agitated and aggressive than before. (Surprised? Try to live in a bubble gum pink).

However, the fact that pink induced at least a temporary sense of calm makes a powerful factor in color-coordinated approach to advertising. His abilities to relax and unwind and general evocation of comfort and softness was long a favorite for items such as toilet paper, cotton and 'soft toilet skin, especially baby lotion.

This partnership could further consideration as a background or accent color for items where comfort is key, such as beds, couches or carpets. Apply with caution however - the strong association with femininity means that anything "too" pink is likely to be rejected by men.

There is another area where that Rose has an interesting effect, however - and one that is much less likely to alienate men. It is well known that a high concentration of lead in food color to consumers to believe they are more flavorful, or identify a flavor that is not actually present .* And pink is a particularly effective way of suggesting sweetness.

This may relate to the fact that is often used as a dye in candy, but in any case, the association is powerful enough to substantially increase sugariness perception of a food or even the depth of flavor. Rosa sprinkles or added ingredients boost to vanilla ice cream, often pink marshmallows is supposed to be sweeter than White (not).

Although these health conscious times sweet, sugary foods have lost much of its popularity, the marketing of certain products is likely to benefit from a little pink to the appeal: feel-good desserts, ice cream, milkshakes and artificial sweeteners, no doubt. It is also a color that can be used to make sugar free, healthy foods appear more attractive to children - as long as mom and dad are able to see through their own scheme.

Green

Naturally present as a sign of plant growth and renewal, the green is one of those colors that is universally considered positive, fresh and fertile. It is also a color that, again, produces significant physical effects. is the easiest color for the eye to absorb and therefore Therefore one of the most relaxing, but it induces feelings of calm and tranquility, and can even improve vision. In short, color is a very positive indeed.

This emphasis on nature, freshness and renewal means that is commonly used to emphasize cleanliness, "regeneration" aspect of items homes such as bleach, detergents, air fresheners. But if you notice a certain irony in this, or seen, because the green, of course, has evolved to become the symbol of everything that is environmentally conscious. This is not a label that applies to most cleaning products.

The widespread acceptance of 'green' in its present sense is actually a fairly recent phenomenon *, but with increasing interest in environmental issues is very powerful and only gains in strength. So much so in fact, that attention to the real needs to be taken now that the use of green does not suggest a product is completely natural, organic additives, or if it is not. Consistency in advertising - or the idea that what is implied about a product should be supported by its reality - is one of the most vital aspects of marketing. Get this wrong and there is no forgiveness of consumers.

care they require But despite the truth in advertising, its current partnerships have the same translated into opportunities for more refined targeting. Healthy food healthy food are likely to be quickly identified as such by the predominant use of green, and so applies to the products or services associated with any type of healing, spirituality and personal growth: yoga, weight loss programs, alternative medicine.

different shades of green, different meanings

Green color is a symbolically complex and particular, subtle tones to convey different messages. green dark - the classic color of the notes and bills - have long held an association with the finances. The addition of the involvement of growth and fertility Therefore, green is a good choice for the promotion of many financial products, including savings plans, pension and insurance schemes.

Lime green emerged as the color of popular trend in the 90s, show a vibrant freshness special thanks to his close relationship with the vibrant yellow. As such, the Main colors are excellent for fresh and healthy, inducing energy, such as juices, tonics, vitamin supplements and energy drinks.

Finally, a modern partnership with green stems from its use in traffic systems to mean 'go'. This link with the movement, movement vehicles ahead and make a potentially good option for anything related to transport: transport networks, trains, buses. And for advertising Online, try using green for buttons or links that you particularly like click - you're practically inviting the user to go ahead and do it.

Blue

Blue is by far the world's most popular color. And as one who, like green, occurs in nature - the color of the sky and the sea water - no wonder so well loved. With such broad appeal and universal associations, blue is an important asset to any theory of color.

A very warm color difference, causing impulsive, passionate responses, blue is a cerebral color that is commonly associated with clarity of thought and intellect. For good reason, too, its use in offices and workplaces have been shown to dramatically increase productivity and a sense of wellbeing. Perhaps more surprisingly, other studies indicate that blue, can even improve physical abilities - weightlifters usually perform better in a blue environment. However, this is probably a secondary effect its ability to sharpen concentration.

This partnership with clear thinking and precision blue, make a good choice for anything involving a high degree of manufacturing complexity, such as computer products, electronics and high tech appliances in general. dark blue highlight this association further, and its broad appeal among men provide a perfect high-end main, high-precision items with a masculine approach - expensive cars, tailoring custom, luxury toiletries.

Given this configuration, it is no surprise either that blue is seen as a clear favorite in the corporate world. Their involvement the firmness and reason to continue making an effective option for the company much the brand, although its white collar associations also may suggest congestion and conservatism.

In its lighter, brighter colors, blue loses much of his attitude becomes more distant and cold happy, sparkling and spontaneous nuances. The appearance pure and natural blues convey a sense of cleanliness and freshness and are often used for cleaners, detergents, deodorants and toothpastes.

Bright blue is also an obvious choice for the typical vacation. Reminiscent of clear skies and inviting pools or seas, but also gives a tantalizing taste of tranquility and relaxation to reduce metabolism and produce feelings of calm and wellbeing. A powerful message indeed, and one that makes blue an equally effective choice to health spas, beauty clinics and any other service where deep relaxation or therapy is a key selling point.

In fact, blue is a flexible and beloved of color that is almost impossible to misuse - with one important exception.

Food, especially meat, dairy products and staples such as pasta or rice, not really benefit from any association with blue. For starters, the drop in metabolism undoubtedly reduce appetite, but this not explain the fact that a blue / food combo, you can even induce nausea. (Try it. Add a little color to the pasta, white sauce or better yet, light meats such as pork, beef or chicken. See how far you get before pushing the plate away.)

It has been suggested that the color associated instinctively with something that is rotten and unsafe to eat, but in any case, there is a great option for the marketing of a preparation of meals. And if you are about to exhausted at the next dinner, take out the blue plates. There are not many requests for second helpings.

Yellow

Yellow is clearly vibrant, lively and fun - is the color of the sun, the flame and the fire and is closely associated with warmth, joy and positive energy that such states create. Body produces responses that are perfectly in accord with this reading, too, an instant feeling of well being, along with a significant boost to activity mental.

For this reason, it is a color that effectively communicates the nature of the products associated with vitality and encouragement, like energy drinks, sports goods, vitamin supplements or remedies. And as the perfect color to feel good, is a great choice also for the promotion of leisure group activities, clubs and social networks.

Visually, the yellow has a high impact that is hard to ignore, a fact reflected in its use for products such as sticky notes and highlighter ink. As can be shown to heighten alertness, too (back to the notes and highlighter pens!) Worth considering lighter yellow background large amounts of text, especially copy that requires attention such as tutoring, instructions or rules and regulations.

Yellow requires a certain amount care, however. very light yellow can often appear dull, especially on the screen, the brighter colors tend to be overwhelming.

The effect is a deep yellow, and its unnerving qualities can quickly put people on edge. yellow room that babies cry more, and also cause tensions and arguments. And finally, while it is a color that can be used for most products on the market to women - from dishwashing gloves to odors expensive - men are much less likely to appreciate their use of expensive luxury products o.

White

Pristine and pure, white represents cleanliness appropriate, spiritual health, and of course, the very purity in most cultures. It is considered a no-color to which nothing has been added as an option ideal for products they wish to emphasize its unadulterated, un-tampered with goodness: low-cost items, reduced fat, low sugar or food with no additives; pure juice products for skin care.

White is also the classic "clean" color, provide the easiest way to add a feeling of open space to print or display graphics. However, his association with the cleanliness and hygiene (white dirt is clearly shows the usual in hospitals, for example) gives a certain clinical quality that can deprive a marketing message of warmth or even context. For this reason, it is better with a touch of color to combine the best of both worlds - white visual clarity and emotional resonance of a highlight carefully chosen.

Remember also that on the screen, the combination of white light fills with black text is fairly hard on the eye. Try to choose a background color of large amounts of copy (yellow is often a good option, as mentioned above) or change the color of the text itself.

Black

Although Western culture no doubt the black language has several negative connotations (black magic, black market) is also positively associated with the authority, prestige and exclusivity (Event of black tie, black credit card, black Mercedes).

A somewhat confusing message, but in general, black can be used very effectively to denote cool sophistication and a powerful sense of extreme luxury or expense.

Pair this with the fact that visually, is a color that creates a real sense of depth, while also focusing attention more completely in black and white makes an ideal backdrop for images of luxury goods or services such as high-end hotels. Men seem respond particularly well to this combination - perhaps it has also been shown that for boys, black is a color with strong erotic overtones (combined with red and you are in a testerone-laden winner is obliged to call the attention of men!)

Black also is by far the most common color of text, perfect in print, but on the screen with white contrast can often seem harsh. A good tip is to consider the use of a very dark gray instead. And the text color against a black background is rarely a good idea, except in small areas, like black background and quickly reduce legibility viewers tire.

Orange

With its combination of red and yellow energy to feel good, orange is a color that is clearly suggestive of fun, heat and pleasure. And like their constituents, orange has a invigorating effect by increasing oxygen to the brain and stimulate mental activity. It is therefore an excellent option for all the products associated with energy and vigor, as sports equipment or services, adventure holidays, trips to theme parks, energy drinks.

(Think you've read anything like this before? Well in fact, Orange can deliver similar messages to the red, but important, slightly aggressive edge.)

All colors, orange is also the best in stimulating appetite. So good, in fact, that you can see a lot of it as a snack or shelves near a candy box. Strategic thinking and the ability to generate orange sudden hunger pains often lead to impulse buying.

However, orange, especially in lighter shades, is also a color that is perceived as lacking in prestige. Perhaps this is due to their high visibility in the media is often a factor in the motel signs, fast food restaurants and the like "Low low cost" companies, but whatever the reasons, is a color that become associated with low-budget options and should not be used extensively for the products that they provide a high quality message. (The reverse is also true, however, it is a good option to indicate value for money, savings and discounts).

Purple

Mysterious attractive, and very definitely regal, purple is a relatively rare color in nature. In the ancient world, the shortage meant it was highly prized, and rare, expensive dyes purple were used exclusively by the nobility.

This association with wealth and prestige is maintained to this day, making purple, especially in its tone darker, an excellent complement to the luxury items.

In fact, association with a charge is so strong it can even be used to add a touch of class instant access to cheaper products. For example, a bus company with purple livery is almost certain to be perceived as more luxurious than an orange using. The risk here, however, is that consumers' perception of comparative prices could also rise accordingly - even if the rates are identical.

Purple secrets

Purple also has some interesting hidden talents. It was noted, for example, that many women find is a color extremely erotic, and it is the female equivalent of the boys, improve libido-black.

In fact, purple color turns out to be a very girly indeed - much more than pink, the usual suspect. It is a definite blow between young girls and teenagers, for example, with some studies claiming that nearly 75% rate his favorite color. Thus, while men seem fairly neutral as to purple, if you are looking for a color that speaks directly to the ladies, this may be the choice.

Brown

What about boys? Well, if they tried to guess, most likely had to do well. Brown, along with the blue, is consistently voted a favorite color for men. And why not? Solid, earthy, reliable, and that may lack the spark of brighter primary, but it resonates with a sense of integrity and reliability. And if that's the kind of message you are looking to add to your marketing strategy, Brown is often the right color for transmission - especially, of course, if the product is designed specifically for men.

An interesting ramification all this seriousness is the fact that Brown often said that a big "credible" color, too. In other words, it is more likely that a more credible to an advertising message - an important factor in communication, says that may seem bizarre.

Keep in mind though, that if used too broadly Brown also can have a heavy, wet. And whatever the marketing message is ultimately trying to convey, its main objective is to stimulate enough visual interest to attract and excite immediate attention.

But even in this sense, Brown is quite reliable: easily becomes in lighter shades and darker without losing depth, and can also be mixed with dynamic colors - reds, yellows, oranges for one feel much more optimistic. So use the color recommendations given here to liven up a coffee accordingly.

Planning a well done ad, very strong, however, sports gear for kids? Brown combined with a touch of red should give just the right message.

NOTES

While the images * are generally more noticeable than flat blocks of color, who are, of course, usually dominated by a particular color in order to improve and support a general provision.

* An example is the use of white clothing to signify mourning in India and in many parts of Asia. In this article I am focusing on color in the context of Western culture.

* Numerous studies have shown that high levels of colorants in food or drink leads to the belief that they are stronger in taste less identical articles color. Assumptions regarding the correlation of color flavor can still cause errors in identifying the flavor, for example, a cherry-flavored drink purple quite possible be identified as the grape.

* The color green has long been a symbol of ecologically motivated movements, but it is only in recent years its meaning has been generalized through widespread media emphasis on global warming and other environmental issues.

* Curiously red enough, in this context, seem to cause a "single answer" and also work well for the buttons, especially if a quick decision is necessary. Green, however, will always be perceived as less risky one click.

www.clickspiration.com

About the Author

With a background in advertising, copywriting, illustration and web design, Mike currently works freelance as an SEO consultant and web content writer.

His most recent project, clickspiration.com, is aimed at the online advertising and affiliate scheme publishing sector.

Photoshop: Color Exclusion (HD)

This entry was posted on Tuesday, July 6th, 2010 at 5:11 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.