Using color wisely in your marketing materials can make the difference between getting noticed and losing out on a potential customer. While it’s important to keep in mind the attributes and psychological triggers of different colors, there is a lot of nuance involved. You don’t have to use a single color to get your message across – it’s more likely that you will want to use a combination of colors or a color scheme.
- When using multiple colors, you should have one color that is dominant with the other colors as accents drawing the eye to a particular area of the piece.
- Different shades of the dominant color can be used very effectively as an accent lending a sense of cohesiveness and harmony.
- Take a look at a color wheel! Using colors across from each other can add energy. Using contiguous colors lend calm. Using three colors evenly spaced around the wheel is vibrant even with muted colors.
It’s important to know your audience and what will speak to them. A save the date mailing about a pool party fundraiser is going to have a different color scheme than a save the date for a formal banquet fundraiser – even if the colors used are the same.
Color works great in marketing. There are lots of theories and opinions about what works best. Many say Blue lends a feeling of quality and trust. Red makes people want to act, now! Yellow draws attention.
Red – This color is known internationally as a buying color. It reflects emotions such as anger, lust and passion. It is a definite attention getter. When used in small amounts, it is the best color to stimulate sales. However, if used in large amounts, it can turn off the more subtle customers. This color is best used to draw attention to a specific message or area you want the customer to focus on.
Orange – This is known to be the most irritating of colors and the least favorite color in the world. Direct mail marketers tend to use this on envelopes to draw attention to a product they are selling. Orange is best known as the color for sexuality and creativity and is associated with affordability. This color is also an attention grabber, but is best used sparingly or as an accent color.
Purples and Violets – These colors are subjective, and people will either love them or hate them. Purple is associated with spiritual healing and royalty.
Blue – This was determined to be the best seller and the most favorite color of people throughout the world, regardless of culture. Blue is considered the color of communication; light blue leads to fantasy and dark blue leads to authority and power. Blue conjures up feelings of tranquility, peacefulness and flights of fancy.
Green – This is a relaxing color that stirs up feelings of the outdoors, forest, grass and lush meadows. It is considered a passive, not a stimulating color.
Yellow – Is the first color seen by the retina. This is a good focus or attention-getting color and a good accent color when used in moderation.
Brown – Denotes traditional or natural values. Light shades of wood are associated with affordability; dark hued shades are associated with opulence and richness. Brown is a relaxing and casual color. It is the color of wood, the earth and nature.
Source: The National Craft Association