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If you are planning a marketing campaign or advertising, the color is sure to play a key role in the success of your business. After all, practically the first thing customers will notice, * this makes the color of their best - and sometimes only - chance for a message. Using color in most design for marketing and advertising is dictated by the demands of some obvious, the need to consider a specific brand, and try to convey a certain mood dictated by the product itself. Company is the mark quite simple - dictated by specific colors and logos of other devices, will be incorporated into at least part of their design. It is the choice of the color scheme for the transport of "personality" of a product that is often much harder to find. Sometimes the decision is partly intuitive - most people even understand a very basic level that bright, saturated colors convey a different kind of mood to neutral gray or brown. Experienced designers, of course, go further, the selection and application of colors on the basis of their effectiveness in the overall design. In this case, the guidelines of the traditional theory of color often come into play as a kind of balance that all parties are working well together and the right kind of colors used. But what if certain colors are actually more perfect than others? We are about to embark on an exploration of color, not just related to their use in structure, but rather the psychological and physical impact it can have on a viewer. A great company, and sometimes controversial, and that first need a few things straight. While people often talk about the psychology of color, in fact, most psychologists find fault with the accuracy of this term. Because of the importance given to different colors is not universal and unchanging - in many respects, quite the opposite in different cultures often the same color with emotions and very different ideas. * However, the colors and the underlying tissue of sociological and historical connotations that do not fail to produce specific responses in specific contexts - emotions, associations and even the physical effects that can help advertisers in their quest for ever more precise guidance. And if all this sounds a bit corny, at least, the idea that colors can actively influence consumers should not be ignored completely. So let's look at what the colors seem to say. Red Red, one of the most dynamic and powerful colors, seems a good place to start. Especially since studies have shown that babies are of color to recognize first, and continues to attract more people during childhood and adulthood. In a purely symbolic, it is the color of fire and blood, an association that is common to all cultures and therefore extremely powerful. Less specific is a color that seems to be related to energy, war, danger and power, not to speak of passion, desire and love. So what does this mean for marketing? For starters, some of these associations are so ingrained that it would be advisable to use a different color red to represent certain states. Try to show extreme emotions such as violence or passion with shades of blue and you'll encounter problems. On the other hand, has demonstrated in his brilliant variants (tomato, pillar box), red actually causes a physical reaction by increasing respiratory rate and blood pressure. Advertising Scenarios For this reason, its use in "sexy" or an erotic statement (on the lips and nails, etc.), literally, you should put your heart beat faster - and unusually, it is considered that gives rise to it by men and women. If the physiological effect "red" appears simply as a result of their associations, or because the color itself somehow causes a response, or if, in fact, this effect is based on a combination of both, n is not necessarily something that important here. The important thing is that the color red as almost everyone else, has a significant influence on the consumer. Learn more about the effect of 'red' Power outside any physical reaction, it could cause, the Association Network of strength, and therefore is very dominant. Examine the details in our daily lives to support this idea: red icons in the switches to indicate "on" state, the plastic liner in "live" Son, the red light that tells us about the functioning of a electrical device. What does the ideal red to suggest the action moving quickly or extreme force - the products that can fall into this category include computer games, books or adventure films. This association with the deeply rooted power, together with the fact that it actually increases the metabolic rate, also red candidate for any product that seeks to spread the idea of improving the speed or change physics. Some of the many possible examples include everything related to sports or speed (think red sports cars), energy drinks, self-help guides, or batteries. Even the "fast action" or "powerful" on-the-counter drugs can have on their state with at least a touch of red. Perhaps all that heavy breathing, red also increases the appetite, making it an excellent choice for food advertising (it is said that Chinese restaurants often use red color schemes for this reason, but there is little truth in it - red is very popular and lucky color in Chinese culture). However, if attractive room is good heart that are intended as an environment while red is a good way stomachs rumbling. Pink Although derived from red, pink has some qualities of strength brother. In fact, although generally perceived as a warm and rather optimistic, is, of course, commonly associated with femininity and even passivity. A cliché perhaps, but reducing the reputation of his force was again shown to have some basis in reality. Known, a shade of pink bubble gum "as used in certain cells in a male prison has been found unexpectedly to calm aggressive inmates. Search corroborated the fact that Rose was really important qualities of calm - even if a later study revealed that after a while, these effects are dramatically reversed as prisoners became more agitated and aggressive than before. (Surprised? try to live in a bubble gum pink). However, the fact that Rose could be, at least temporarily, a sense of calm, is a powerful factor in the color of a coordinated approach to advertising. His calmness, his qualities of relaxation and general evocation of comfort and smoothness have long been a favorite of items such as toilet paper, wool, cotton and soft on the skin, toiletries including baby lotions. This association could be deepened in the background or the color of the attention of the articles where comfort is key, such as beds, sofas and carpets. Apply with caution, however - the strong association with femininity means anything 'too' pink is likely to be scorned by men. There is another area where 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 color in food lead consumers to believe they are more tasty, or identify a flavor that is not actually present. * And the rose is a particularly effective means to suggest softness. This may relate to the fact that is often used as a dye in sweets, but in any case, the association is powerful enough to significantly increase perceived sugariness food or the same depth of flavor. OOMPH Pink sprinkles or ingredients added vanilla ice cream, and pink marshmallows are often regarded as softer than whites (not). Although these days health conscious candy, sugary foods have lost much of its popularity, the marketing of certain products is likely to continue enjoying a pink Appeal: feel-good desserts, ice cream, milkshakes and certainly artificial sweeteners. It is also a color that can be used to make sugar, healthier food seem more appealing to children - like Mom and Dad are able to see through the ruse themselves. Green A natural phenomenon as a sign of plant growth and renewal, the green is one of the colors that are universally regarded as positive, fresh and fertile. It is also a color that, again, produces noticeable physical effects. This is the best color for the eyes to absorb and therefore one of the most relaxing and induces a feeling of calm and relaxation, and can even improve vision. In summary, the color is very positive. This emphasis on nature, freshness and renewal means that is commonly used to highlight the cleaning, the "regeneration" aspect of household items such as bleach, detergents, air fresheners. But if there is a certain irony in this, well situated, because the green, of course, has evolved into a 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 current meaning is actually a fairly recent phenomenon *, but with greater vigilance on environmental issues is very powerful and will gain strength only. So much so, in fact, that the actual attendance must be taken now that the use of green product shows no additives all natural, organic or not, if it is not. The correction in advertising - or the idea that what is implied about a product should be supported by reality - is one of the most critical aspects of marketing. They are wrong and there is no forgiveness for consumption. However, despite the green caution must be exercised in advertising during its partnerships have also led to opportunities for more refined selection. Healthy, healthy food are likely to be quickly identified as such by the predominant use of green, and one can say the same products or services associated with any type of healing, spirituality and personal growth: Yoga programs for thinness, alternative medicine. Different greens, different meanings Green color is a complex symbolic, and in particular to convey the subtle nuances of different messages. Darker green - the color of conventional bank notes and bills - have had a long association with the financing. The involvement of additional growth and fertility is the choice of an organic product for the promotion of many financial products including savings plans, pensions and insurance. Lime green, which has become a popular color trend in the '90s, there was a particularly dynamic freshness due to its close links with the bright yellow. As such, honor excellent color when fresh, healthy, energy, the main products such as juices, tonics, vitamins and energy drinks. Finally, a modern partnership, with green stems for use in traffic systems in the sense of 'Go'. This link with the movement, forward movement and vehicles are in a potentially good option for everything related to transportation: airlines, networks of trains, buses. And for online advertising, try using the green buttons or links you want to click special - invite me in almost a user to go ahead and do it. Blue The blue color is by far the most popular. And as someone who, like green, occurs in nature - the color of the sky and sea water - no wonder he is so beloved. Appeal to these universal associations and universal, blue is an important asset for any theory of color. Unlike the warm colors that elicit responses, impulsive, passionate, blue is a color that the brain is often associated with clarity of thought and intellect. For good reason, too, that use in offices and workplaces have shown significant gains in productivity and a sense of wellbeing. Perhaps most surprising, other studies indicate that the blue may also improve physical dexterity - weightlifters tend to perform better in a blue box. However, it is probably a secondary effect on its ability to improve concentration. This association with clear thinking and precision, the choice of a good blue for everything that involves a high degree of manufacturing complexity, such as computer products, electronics and high tech devices in general. Darker Blues further underscore this association, and its general appeal for men provide luxury cars perfect opening for a high-precision range of articles made with the attention of men - the custom couture, luxury toiletries . In this context, it is no surprise either that blue appears as a clear favorite in the business world. Your participation and strong reason to continue to make an effective option for many people in the brand, despite its white-collar associations may also suggest nasal stuffiness and conservatism. In its lighter, brighter colors, blue loses much of its remoteness and fresh takes a more happy, bubbly and spontaneous. The appearance of pure natural blues convey a sense of cleanliness and freshness and are often used for cleaning products, detergents, deodorants and toothpastes. Bright Blue is also an obvious choice for the type of holiday. Evocative of a cloudless sky, and inviting pools or seas, it also gives a first tantalizing taste of peace and relaxation to reduce metabolism and produce a feeling of calm and wellbeing. A powerful message indeed, and makes a choice in blue as effective for spas, salons and other services, where deep relaxation or treatment is a major selling point. In fact, blue is as flexible and well liked color that is almost impossible to abuse - an important exception. Food, especially meat, dairy products and staples such as pasta or rice, really do not have any association with blue. To start this fall in metabolism of doubt, reduce appetite, but this does not explain the fact that blue food combination can induce feelings of nausea. (Try it. Add a little color to the pasta, white sauce, or better yet, light meat with meat such as pork or chicken. See how long before you push your plate away). It has been suggested that we instinctively associate the color with something that is rotten and dangerous to eat, but in any case not a very good option for the marketing of a dish. And if you can not find your next dinner dishes stand out. There will be many requests for a second service. Yellow Yellow is alive, energetic and fun - is the color of the sun, flames and fire and is closely associated with warmth, joy and positive energy to create these states. It produces physical reactions that are entirely consistent with this reading, too, an immediate feeling of wellbeing with a significant boost to mental activity. For this reason, it is a color that effectively communicates the nature of products related to the strength and recovery, like energy drinks, sports teams, vitamin supplements or medicines. And as the feeling of perfect color right is also an excellent option to promote recreation groups, clubs and social networks. Visually, the yolk has a high impact is hard to ignore, reflecting their use in products such as sticky notes and highlighter ink. Since the show is heightened attention, too (again to the notes and highlighter pens!), Is useful to examine the lighter yellow color as the background of large amounts of text, including the copy that requires special attention, such as tutorials, instructions or rules and regulations. Yellow requires some care, however. Very light yellowish green often appear dull, especially on the screen, while the lighter shades tend to become invasive. The effect is of a deep yellow, and its irritating qualities can quickly put people on edge. The rooms are yellow babies cry more, and causing moods and hot arguments. Products and, finally, while it is a color that can be used to market products in most women - expensive perfumes dishes gloves - men are much less likely to appreciate its use with, or expensive luxury. White Virgin pure white and properly means cleanliness, health and spiritual, of course, the same purity in most cultures. It is considered a non-color, nothing has been added, making it an ideal choice for the products they wish to emphasize pure, UN-handled gently, unadorned articles, reduced fat, low sugar or without food additives, pure juice products, skin care. White is also the classic "clean color, providing the best way to add a sense of space without overcrowding or print graphics on the screen. However, their association with the cleanliness and hygiene (white shows clearly the dirt is so common in hospitals, for example) gives a quality of some clinics that can deprive a marketing message from heat or context. For this reason, it is better to use an accent color to combine the best of both worlds - the clear white visual and emotional resonance of a great synchronization with care. Remember, too, that the display, the combination of white light filled with black text is fairly hard on the eye. Try to choose a background color copy of large quantities (yellow is often a good option, as mentioned above) or change the color of the text itself. Black While in Western culture, black is definitely a negative connotation in several languages (black magic, black market), is also positively associated with the authority, prestige and exclusivity (black tie event, black credit card, black Mercedes ). A somewhat confusing message, but in general, black can be used very effectively to describe the complexity and cold with a strong sense of extreme luxury expenses. Pair this with the fact that, visually, is a color that creates a real sense of depth and focus his attention more thoroughly than the black and white makes a perfect backdrop for images of luxury goods or services such as luxury hotels. Men seem to respond particularly well to this combination - perhaps because it has been shown that for boys, black is a color with erotic accent (combine with red and you are in a win testerone charged which attracts the attention of men! ) The black is by far the most common color of text, perfect in the press, although the contrast of the screen with white can sometimes seem difficult. A good tip is to consider using a dark gray instead. And the colored text on a black background is rarely a good idea, except in small areas, like the black background diminishes readability and spectators before the tires. Orange With its combination of strong reds and yellows, feel good, orange is a color that is clearly suggestive of fun, warmth and pleasure. And as their components, orange exerts a tonic by increasing the oxygen to the brain and stimulate mental activity. It is therefore an excellent choice for all energy-related products and vigor, as sports equipment or services, adventure holidays, trips to theme parks, energy drinks. (You think you've read anything like this before? Well, actually, Orange can send messages very similar to red, but more important, slightly aggressive edge.) Of all colors, orange is also best for stimulating the appetite. So good, in fact, you may notice a lot of it in bars or candies near a box. Strategic thinking, because the ability to generate orange sudden cravings often lead to impulse buying. However, orange, especially in their bright colors, is also a color that is perceived as lacking in prestige. Maybe it's because of their high visibility means it is a common factor in the signs of motels, fast food and other ornaments of small businesses, "but whatever the reason, is a color that became associated with a lower budget options and should not be used in many products you want to send a message of high quality. (The reverse is also true, however, making it an excellent choice to show the value of money, savings and discounts). Purple Purple mysterious, seductive, and no real doubt is relatively rare in nature. In the ancient world, its rarity, meant it was very popular, and rare, expensive purple dyes were used exclusively by the nobility. This association with wealth and prestige to this day remains, turning dark purple, especially in its darker tones, an excellent complement to luxury goods. In fact, the association with the rate is so high that even can be used to add an instant touch of class to cheaper products. For example, a bus company using purple colors will almost certainly be perceived as more luxurious than the one using it orange. The risk here, however, is that perception of the consumer price comparison may also increase accordingly - even if rates are identical. Secrets Purple Violet also has some interesting hidden talents. It was noted, for example, that for many women of color is very erotic, so it is equivalent to increasing female libido boys in black. In fact, purple is a color that seems to be very feminine in fact - far more than the roses, the usual suspects. It's A Hit accurate in girls and adolescents, for example, some studies claiming that nearly 75% rate their favorite color. Thus, whereas men seem fairly neutral as to purple, if you are looking for a color that speaks directly to women, this may be the choice. Brown And you? Well, if I tried to guess what is most likely that you need. Brown, with blue, is consistently voted a favorite color for men. And why not? Strong, earthy, reliable, may lack the bright primary Zing, but it resonates with a sense of seriousness and reliability. And if that's the kind of message you want to add to your marketing strategy is often brown color for the front - in particular, of course, if the product is designed specifically for men. An interesting off shoot of all this fervor is the fact that Brown is a color often seen as a very "credible", too. In other words, it is more likely to add credibility to an advertising message - an important factor if the communication contains statements that may seem bizarre. Note that if used too intensively Brown may also have a heavy negative impact. And whatever your marketing message is trying to reach the final, its main goal is to stimulate visual interest and generate enough to attract immediate attention. But even in this sense, Brown proves to be quite efficient: it easily turns into light and dark tones, without losing depth, and can also be mixed with vibrant colors - reds, yellows, oranges for much more optimistic. So use the steps outlined here for brown spice accordingly. Planning a well done ad, resistant to wear, sports equipment for kids at the moment? Brown, combined with a touch of red should give just the right message. NOTES * If the image is generally more sensitive than the flat blocks of color who are, of course, usually dominated by a particular color to enhance and support a comprehensive plan. * An example is the use of white clothing to signify mourning in India and many parts of Asia. This article focuses on color in the context of Western culture. * Numerous studies have shown that high levels of dye in food or drinks to believe that they are stronger in taste of identical items with fewer colors. Assumptions about the correlation of like color, it can even cause errors in the identification of taste, for example, a cherry flavored drink purple and can be identified as the grapes. * The color green has long been a symbol of environmental movements motivated, but only in recent years has become common sense to focus media coverage on global warming and other environmental problems. * Interestingly, the red, in this context, it seems to cause a 'stop' in response and also work well for the buttons, especially if a quick decision is necessary. Green, however, will always be perceived as a click of the least risky. www. clickspiration. com
