Try to imagine "A world without colors". Definitely no one can imagine so. There is a limitation here because ultimately you have at least one color, may be black or a white. As a marketing person, i always thinks of colors. Which color? Where to apply? Why this one? When to choose this color?......bla bla....
Color is a meaningful constant for sighted people and it is a powerful psychological tool. By using color psychology, one can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder. There is a lot of things we need to know about colors like...Color Combination, Color Psychology, Color Quality etc.... WATCH SLIDE SHOW OF ADVERTISE : HERE
A Research conducted by the secretariat of the Seoul International Color Expo 2004 documented the following relationships between color and marketing:
1. 92.6 percent said that they put most importance on visual factors when purchasing products. Only 5.6 percent said that the physical feel via the sense of touch was most important. Hearing and smell each drew 0.9 percent.
2. When asked to approximate the importance of color when buying products, 84.7 percent of the total respondents think that color accounts for more than half among the various factors important for choosing products.
3. Research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone. Source: CCICOLOR - Institute for Color Research
4. Research by the Henley Centre suggests 73% of purchasing decisions are now made in-store. Consequently, catching the shopper's eye and conveying information effectively are critical to successful sales.
For Effective Marketing, we need to employ the latest color psychology in all facets of marketing and particularly in Advertising, logo design, web site design, the cover of a book, the package of a product and a lots more....
SEE THIS NICE VIDEO AND THE USE OF COLORS TO PRODUCE BEAUTIFUL EFFECTS
Below is a quick overview of the meaning of basic colors in the Western Hemisphere. This information will help you decided what colors to use in your marketing projects. The psychology of color changes with lighter or darker shades of the colors below are often associated with much different meanings. And remember for the World Wide Web, and different cultures have differing views on the meaning of color.
Black is the color of authority and power, stability and strength. It is also the color associated with intelligence (doctorate in black robe; black horn rimmed glasses, etc.) Black clothes make people appear thinner. It's a somber color sometimes associated with evil (the cowboy in the black hat was almost always the "bad guy"). In the western hemisphere black is associated with grieving. Black is a serious color that evokes strong emotions; it is easy to overwhelm people with too much black. The beautiful combination of black color can cool the eyes of the viewer. Black is symbol of depth, darkness, loneliness. wideness, infinite etc.
For most of the world, this is the color associated with purity (wedding dresses, angels); cleanliness (doctors in white coats) and the safety of bright light (things go bump in the night ... not the bright sunshine!). It is also used to project the absence of color, or neutrality. In some eastern parts of the world, white is associated with mourning. White associated with creativity (white boards, blank slates). It is a compression of all the colors in the color spectrum. White color reflects the qualities like purity, acceptance, silence, transformation etc.
Red is the color of energy. It's associated with movement, crazy and excitement. People surrounded by red find their heart beating a little faster and often report feeling a bit out of breath. It's absolute the wrong color for a baby's room but perfect to get people excited. The color red is successfully used for marketing by many of famous companies like FERRARI and VODAFONE. Wearing red clothes will make you appear a bit heavier and certainly more noticeable. (Some studies show red cars get more tickets but that maybe because the red car owners drive faster or the ticket giver notices the movement of the red car more prominently). Red is the symbol of life (red blooded life!) and, for this reason, it's the color worn by brides in China. Red is used at holidays that are about love and giving (red roses, Valentines hearts, Christmas, etc.) but the true color of love is pink.
Majority of the people has blue as there favourite color. Much of the world is blue (sky, sea). Seeing the color blue actually causes the body to produce chemicals that are calming; but that isn't true of all shades of blue. Some shades (or too much blue) can send a cold and uncaring message. Blue is calm, restful, and coolest color. Over the ages blue has become associated with steadfastness, dependability, wisdom and loyalty (note how many uniforms are blue). People tend to be more productive in a blue room because they are calm and focused on the task at hand. Some studies are showing that weight lifters can lift more weight in a blue gym (somewhat funny). Blue is the best color to present cool messages.
The color of growth, nature, and money. A calming color also that's very pleasing to the senses. Dark forest green is associated with terms like conservative, masculine, freshness and wealth. Hospitals use light green rooms because they too are found to be calming to patients. It is also the color associated with envy, good luck, generosity and fertility. It is the traditional color of peace, harmony, comfortable nurturing, support and well paced energy. Green color shows the good intention through message.
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Cheerful yellow the color of the sun, associated with laughter, happiness and good times. A person surrounded by yellow feels optimistic because the brain actually releases more seratonin (feel good chemical in the brain) when around this color. It is the color associated with optimism but be careful with yellow, when intense, it is the color of flames and studies show babies cry more in (bright) yellow rooms and tempers flare more around that color too. It has the power to speed up our metabolism and bring out some creative thoughts (legal tablets are yellow for good reason!). Yellow can be quickly overpowering if over-used, but used sparingly in the just the right place it can be an effective tool in marketing to greater sales. Some shades of yellow are associated with cowardice; but the more golden shades with the promise of better times.
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Pink is the most calming of all colors -- often our most dangerous criminals are housed in pink cells as studies show that color drains the energy and calms aggression. Think of pink as the color of romance, love, and gentle feelings, to be in the pink is to be soothed. Pink color attracts girls more. And girls mostly prefer pink color and pink can be used when the target market is mainly Women.
There are so many other colors which produce different meaning, different message and the proper use of these color can give a very wonderful result.
HOW TO USE COLORS?
- Your cost savings from printing in two colors can sometimes outweigh any benefits from printing in many colors
- Colors are seldom psychologically additive. That’s a fancy way of saying that you can’t reap the symbolism of multiple colors by throwing them all on a page. Too many colors will be distracting and make your layout look unprofessional and “cheap.” Keep it simple.
- When in doubt, use blue. It’s a favorite color and it’s easy to use in design. It’s legible for headlines, produces good-looking tints, and lets you highlight key points in the copy while not drawing much attention to the design itself.
- Some colors are hard to work with, such as orange, brown, and pink. They often don’t print the way you want them and tints can be tricky.
- Orange is a great color to grab attention. It goes in and out of popularity, but in general it’s underused. So it lets you stand out more easily.
- Red is a power color for headlines, subheads, phone numbers, and other hot spots. Red and black can create a high-impact, reader-friendly layout. Just make sure you use a red that looks red and not pink or purple.
- The best use for color? Photos and illustrations. Graphics like these can give a layout plenty of “pop” and let you keep the text simple and readable.
- Neutral colors (Known as “earth tones”) like grey, brown, black, are less used with primary color.
- Hot colors are some of the best colors for advertising when it comes to products like fast food. Bright red and yellow are hot colors, indicative of fire, and they stimulate excitement. Warm and hot colors will encourage people to eat more, which translates to revenue. Virtually all logos, advertisements and menus of fast food chains feature these colors, which is no accident.
- Certain shades of blue indicate dependability, making it a good color for business ads. Blue is also a popular color for uniforms, worn by mail carriers, security guards and other officials. Darker blue uniforms are usually worn by more authoritative figures, such as police officers.
- When you need a more serious, classic look that conveys law and order, dependability, and trustworthiness, go for the blue and purple palette. This includes sky blue, ultramarine, violet, purple and azure.
- Every color can be combined with proper combination with other colors. The shading and combination should be tricky so that no color dissolves among other colors.
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