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January 03, 2018

Does Color Discriminate In Advertising?

Posted in: Industry News

I’ve always loved a good rainstorm because of the opportunity it presents to witness a rainbow or as a famous YouTube video would suggest, a “double rainbow.” The spectrum of colors truly amazes me and I can never get enough of it. In addition to the hope I have for discovering a pot of gold at the end I often ask myself why the distinct order and specific type of colors.

While scientists and other knowledgeable experts make claims to explain how colors arrived, nothing is definite. One thing we do know is that as a society we have prescribed different feelings to each and every one of them. Now you wouldn’t want to give a dozen dandelions to your person of interest, rather a dozen “red” roses. Isn’t that interesting? Helping understand the different meanings behind them can help you as a business owner or decision maker in regards to advertising your products and services. Let’s take a stroll through what I would like to call the “psychology of color.” We’ll discover what they can mean to you!

Red: oh red, the color of love. Popular in the jewelry business and a favorite among valentine’s day. It is often associated with power, desire, energy, and love. Another interesting idea is that it encourages others to make quick decisions. Earlier this week I stopped by a large clothing store and noticed large red signs advertising a clearance sale.

Orange: often associated with the famous “Oompa Loompas” from Charlie and the Chocolate Factory or that fake bake tan, it represents joy, enthusiasm, and happiness. In addition many healthy foods are advertised using this color. It also is a double help in the food category due to its meaning of being an appetite stimulator. This color is a favorite of the toy making industry as well as autumn targeted products.

White: quickly tied to innocence, purity, good, faith, perfection, and cleanliness, It’s the opposite of black which promotes negativity. You will find this color in medical related fields. Think of the last time you went to a medical appointment. What was the color of the dental chair? Also cleaning supplies, charitable organizations, and low fat dairy products.

Yellow: yes that big ray of sunshine smiling down on you from above. Largely represented by joy, and energy. This color is noticed for its high visibility and calls your attention. It is seen before any other color on a black background. Often popular for its promotion of children’s items, you might want to stray away from using it for products geared toward men.

Green: you probably thought of nature, growth, and freshness. It is largely associated with the environment, think of the recycling logo. Dark green however is often related to money. Also, green is very much tied to safety and so is often using in the promotion of medical products.  

Blue: according to several surveys it comes in as the most popular color, maybe because 71% of the earth is covered by water. It is often associated with stability and a calming effect. Water related items such as air conditioners and water dispensers, often use this advertising color. In addition it is popular in use of tech related items because blue is also seen as intellectual. Highly accepted among males it is the opposite of yellow. Stray away from it when promoting food as it suppresses the appetite.

Purple: represents royalty. Centuries ago in modern day Lebanon dye makers would extract this color from sea shells. It was reserved for the most high social status, such as king. It is associated with power, ambition, luxury, wisdom,and mystery. Who prefers purple? Children. It is a good color to promote children products.

Black: associated with power, evil, and death. It is the opposite of white. It’s pessimistic and has a negative connotation. However, don’t get the wrong idea that it’s all bad news because at the same time is represents strength, formality, and prestige. What color is popular for limousines and suites? Yes, and if you’re looking to slim yourself down a little bit, black gives the illusion of making you look thinner.

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