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This work of the taste buds with a little advertising for Orange - How color theory can make your marketing more effective
Author: href = "http://www.articlesbase.com/authors/mike-brennan/57103.htm"> Mike Brennan
If you are planning a marketing or advertising, in color, you will play a key role in the success of your business. After all, it is quite the first thing many of its consumers * Note, so that the color of their best - and sometimes only - opportunity to convey a message.
Using color as well as marketing and advertising design requirements imposed by the need to take account of a mark, and the attempt to communicate a certain mood dictated by the product itself.
Company branding is very simple - the colors and logos delivered by other devices will incorporate at least part of their design. It is the choice of colors for the transport of "personality" of a product is often much harder to find.
Sometimes the decision is partly intuitive - most people, even a very basic level that bright, saturated colors spread of other mood neutral gray or brown. Experienced designers, of course, be a step further, the color selection and application on the basis of the effectiveness of the overall design. In this regard, the guidelines of the traditional theory of color often involved a kind of balance to ensure that all parties are working well together and that the right kind of colors used.
But if certain colors are actually more right than others?
We are about to undertake an exploration of colors and not only related to its use in design, but more Well, the physical and psychological impact it may have on a viewer.
A great controversy and, sometimes, company, and will first need to get a few things simple. While people often speak of a psychology of color, in fact, most psychologists are errors in the accuracy of this term. This is because the meaning given to the different colors is not universal and unchanging - in many ways is the opposite: quite often, the different cultures associated with the color very different emotions and ideas .*
However, the underlying color and its social fabric and historical connotation certainly produce responses in some contexts - The emotions, associations and even the physical effects that can help advertisers in their quest for ever more precise targeting.
And if all this sounds somewhat hokey, at least, the idea that color can influence consumers should not be ignored completely. So take a look at what the colors seem to be saying.
Red
Rojo, the most powerful and vibrant colors, it seems a good starting point. In particular, since studies have shown that this is the first color of the babies recognize, and continues to appeal to the majority of people throughout their childhood and adulthood.
On a purely symbolic 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 associated with energy, war, danger and power, not to mention the passion, desire and love.
So what does this mean for marketing?
At first, some of these associations are so deeply ingrained that it would be prudent to use a color other than red to represent certain states. Trying to teach extreme emotions, such as violence or passion with shades of blue and you encounter problems.
Furthermore, it has been shown that, in its brilliant variations (tomato, pillar-box), the red is causing a physical response by the increase in respiratory rate and blood pressure.
For this reason, its use in the "sexy" advertising or erotic scenes as a supplement to statement (on the lips and nails, for example) that literally put his heart beat faster - and unusually, it is also created by men and women.
Physiological effect of red color that occurs only because of their associations, or because the color is a certain way, that kind of response or, indeed, this effect is based on a combination of both, is not necessarily something that matters here. The important thing is that the red, as almost all other colors, has an influence on the consumer.
More information about the effect red
Apart from any material, can cause reactions, the red of the partnership with the strength and hence power, is very dominant. Think of all the Details in our daily life that support this idea: in the red icons to indicate their switches "on" state, the plastic covering on the 'live' son, the little red light that tells us one of the electrical works.
While making it ideal red to suggest the rapid movement of the action or the extreme - Products that could fall into this category of computer games, action-adventure books and movies.
This combination of roots deep with the power and the fact that increases the metabolic rate, is also a good candidate for the red of a product intended to give the idea improvement, speed or physical change. Only a few of many possible examples include anything to do with sport or the speed (I think the red sports cars), energy drinks, guides self-help, or batteries. Even the "fast action" or "powerful" about drugs can help your situation, at least, with a touch of red.
Perhaps after all that blowing, red increases the appetite, making it an excellent choice for the advertising of foodstuffs (this is the Chinese people said that restaurants often use network systems for this reason, but there is some truth in it - red happens to be very popular and "Lucky" Color in Chinese culture).
However, if the temptation to eat is something the guests with all my heart that will do, one red and the environment is a good how to belly rumbles.
Pink
Although this is red, a little pink of its big brother the strength qualities. In fact, even if generally perceived as a warm color and very optimistic, of course, is often associated with femininity and passivity. Perhaps a cliché, but the strength of its reputation reduction was shown that certain elements of fact.
Known, a shade of pink gum used in some cells of a prison for men was found Unexpectedly aggressive to calm the inmates. Search corroborated the fact that the rose has to have calming qualities - although another study showed that after a while these effects were reversed dramatically that prisoners have become more agitated and aggressive than ever. (Surprised? You try to live in a bubble-gum pink).
However, the rose is caused, at least temporarily, a sense of calm, is a powerful factor in color-coordinated publicity. His calm, relaxation and evocation of the qualities of softness and comfort have long been a favorite for items such as toilet paper, cotton, wool and gentle on the skin "Toiletries including baby lotions.
This association could be considered further in the background or accent color points in that comfort is key, such as beds, couches or carpets. Apply with caution, however - the strong association with femininity means that what is' too 'Rose is likely to be snubbed by the men.
Another area in which a rose 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 suggests that consumers are more tasty, or even to identify a flavor that is not present .* It is a pink Efficiency suggest softness.
In May this year, because it is often used as a dye in sweets, but in any case, the association is powerful enough to significantly increase food sugariness or even seen the depth of flavor. Pink sprinkles or add ingredients push Vanilla Ice cream, pink marshmallows and is often thought that the soft white (are not).
While the health conscious now sweet, sugary foods have long lost their popularity, the marketing of certain products is still likely to benefit from a bit of pink called feel-good desserts, ice cream, shakes, and, of course, artificial sweeteners. It is also a color that can be used to make sugar free, healthy food seem more attractive to children - as a mother and dad can see for themselves the trick.
Green
Naturally, as a sign of plant growth and renewal, green one color that universally seen as positive, fresh and fertile. It is also a color that once again produced significant physical effects. is the easiest color assimilate to the eye and thus one of the most relaxing, which induces a feeling of calm and relaxation, and can even improve vision. In short, it is very positive effect color.
This emphasis on the nature, freshness and renewal, which means it is commonly used to emphasize the clean, 'regenerative aspect of household items such as washing agents, detergents, deodorants. But if you notice a certain irony in this case, well located, as the green, of course, then change the symbol of everything that is the environment. That is not a label that applies to most cleaning products.
The wide acceptance the "green" at your current address is actually a fairly recent phenomenon *, but more and more attention to environmental issues is very powerful and is only gaining in strength. So, in fact, we really have to be careful because the green does not suggest using a completely natural product without additives or organic, if not is. Consistency in advertising - or the idea that what was meant on a product must be supported by reality - is one of the most essential aspects of marketing. Get this error, and there is no forgiveness consumers.
However, despite the necessary caution in green advertising, partnerships have also led to opportunities more precise guidance. Healthy, healthy eating can be quickly identified as such by the predominant use green, and the same goes for products or services related to any kind of healing, spirituality and personal growth: yoga, weight loss programs, other drugs.
Different greens, different meanings
Green is a symbolic color, and in particular to convey the subtle nuances of different messages. Dark green - the color classic of bank notes and bills - have always had an association with the financing. Aggregate growth in participation and fertility, green is good choice for the promotion of many financial products including savings schemes, pensions and insurance.
Lime green, which has become a popular trend of color in 90 years, including a dynamic freshness due to its close links with the vibrant yellow. As such, they are excellent speakers for the positions of color, health, energy, the main products such as fruit juices, tonics, vitamins and energy drinks.
Finally, other combination of green today is derived from its use in circulation systems in the sense of "go." This link with the movement, a movement toward front of the vehicle and can make a good choice for all matters relating to carriers, networks of trains, buses. And for online advertising, try using the green buttons or links that you want, click in particular - which is practically inviting the user to go ahead and do it.
Blue
Blue is by far the world's most popular colors. And as one who, like Green, occurs in nature - the color of the sky, and sea water - no wonder so well loved. With such broad and universal associations call, the blue is an important asset for any color theory.
Unlike the hot colors cause impulsive, passionate responses, the brain is a blue color that is associated with a clear mind and intellect. For good reason, too, that use in offices and workplaces has been shown to increase the productivity and sense of well being. Perhaps most surprising, other studies indicate that the blue can even improve physical dexterity - lifters weight in general, better results in blue surroundings. However, it is probably a secondary effect on its ability to improve concentration.
This partnership with clear thinking and precision of blue are a good choice for anything that involves a high degree of complexity of manufacture, such as computer products, electronic devices and high technology in general. The darker blues highlight this association, and its widespread use among male speakers a perfect high quality the accuracy of articles with an emphasis Men - expensive cars, custom sewing, luxury toiletries.
In this context, it is no surprise since So the blue, it looks like the favorite in the business world. Their involvement in the stability and reason to continue making a real choice of society much more image brand, although its white-collar associations may also suggest the lack of air and conservatism.
In its lighter, brighter tone, blue loses much of its freshness and aloofness is happy, bubbly and spontaneous harmonics. The pure and natural of these blues convey a sense cleanliness and freshness and are often used for products cleaners, detergents, deodorants and toothpastes.
Brilliant Blue is also an obvious choice for the type of vacation. Suggestive of clouds and invites pools or seas, but also provides an irresistible taste of peace and relaxation by slowing the metabolism and produce a feeling of calm and wellbeing. A strong message indeed, and one blue one that is equally effective choice for health spas, beauty clinics and any other service, where deep relaxation therapy or is it a selling point.
In fact, blue is as flexible and well-loved the color that is almost impossible to misuse - with one important exception.
Food especially meat, dairy products and staples like pasta or rice, are not any kind of association with the blue. For starters, this decrease in metabolism undoubtedly reduce the appetite, but that does not deny that the blue / combo of food may even cause a sensation of nausea. (Pruébalo. Add a little color to the pasta, white sauce, or better yet, light, like pork or chicken. See how much you have on your plate before you push on one side).
It was suggested that instinctively the color associated with something rotten and unfit for consumption, but in any case is not a good option for the marketing of a prepared meal. And if you missed during their next game, bringing to light blue plaques. There will be many requests for the second unit.
Yellow
He is bright yellow, energetic and fun - is the color of the sun, flames and fire and is closely associated with warmth, joy and positive energy to create such states. Produce bodily reactions are fully consistent with this reading, too, a time of feeling well with a notable boosts mental activity.
For this reason, is a color that effectively communicates the nature of the products associated with the vitality and excitement, such as energy drinks, sports teams, vitamin supplements or resources. And as the ideal welfare color, is also an excellent choice for the promotion of group activities, clubs and social networks.
Visually, the yolk has a high impact, it is difficult to ignore, which is reflected in its use for things like sticky notes and pen ink. Obviously acute care, also (on the note and highlight pens!), it is useful to examine the yellow light as a backdrop for large amounts of text, in particular, requires that copies of care, such as tutorials, instructions or rules and regulations.
Amarillo does not require a certain amount of attention, however. Very often appear light yellow boring, especially in the display, while bright colors tend to become unbearable.
The effect is an intense yellow color and its qualities unnerving can quickly put people on edge. Yellow rooms that babies cry more and also because the anger and hot arguments. Finally, while a color that can be used for most products on the market of women - from gloves to wash dishes to expensive perfumes - Men are much less likely to benefit from its use or expensive luxury products.
White
Pristine and pure, white means clean properly, spiritual health and, of course, the purity is in most cultures. It is considered a non-color to nothing has been added, making it an ideal choice for products that they want improve its pure unaltered kindness: unadorned, articles, low fat, low sugar or no food additives, pure juice products, care the skin.
White is also the classic "clean", the color, the easiest way to add a sense of space appeared on the screen or print graphics. However, his association with the cleanliness and hygiene (white clear if the soil is commonly used in hospitals, for example) is a clinical quality to deprive a message of warmth, or even context. For this reason, it is better to use an accent color to combine the best of both worlds - the white visual clarity and emotional resonance with a light so elected.
Remember also that the display, the combination of light, full of black and white text is hard on the eye. Try choose a background color for the large volumes of copy (yellow is often a good option, as mentioned above) or change the color of the text itself.
Black
Although Western culture's most certainly black linguistique negative (black magic, black market), It is also very good with the authority, prestige and exclusivity (black tie event, the credit card black, black Mercedes).
A somewhat confusing message, but overall, the black can be used very effectively to describe cool sophistication and a strong sense of extreme luxury and expense.
Pair with the fact that visually is a color that creates a real sense of depth, while the attention is focused entirely in black and white was an ideal backdrop for images of luxury goods or services such as high-end hotels. Men seem to respond particularly well to this combination - perhaps because it also showed that for men, the black is a color with an erotic harmonics (combined with red and you're on a winner testerone charged that ultimately draw the attention of men!)
Black is by far the most common color of text, perfect in the press, but the contrast of the white screen can often seem harsh. A good trick is to use a very dark gray. And text color on a black background is rarely a good idea, except in small areas, such as the black circles to reduce the readability and speed tire spectators.
Orange
With its combination of red energy and the welfare of yellow, orange is a color which is clearly suggestive of fun, warmth and pleasure. And, as its constituents, the orange has a tonic effect on the increase of oxygen in the brain and stimulate the activity mental. It is therefore an excellent choice for all energy-related products and vigor, as the team sport or services, adventure holidays, amusement park, the energy drinks.
(Think you have read something like this before? Well, actually, the orange can be very similar messages the red, but without the edge a little aggressive.)
Of all colors, Orange is also the best for stimulating the appetite. So good in fact that May you see many things in the snack or candy racks near a box. Strategic thinking and the ability to generate orange sudden hunger often lead to impulse purchases.
However, orange, especially in its bright colors, a color that is also a perceived lack of prestige. Perhaps because the mean that visibility is often a factor motel signs, fast food and retail stores under embellishments of business, but whatever the reason, it is a color that is associated with lower budget and the options will not be used for products that want to give a message of high quality. (The converse is also true, however, making it a great choice value for money, savings and reductions).
Purple
Mysterious, seductive and, of course, purple is relatively real rare in nature. In the ancient world, the shortage has been very popular, and rare, expensive purple dyes are used exclusively by the nobility.
This association with wealth and prestige is maintained until today, the purple, especially in its darker tones, a perfect complement of luxury.
Of Indeed, association with the charges is so strong that it can even be used to add a touch of class immediately to cheaper products. For example, a purple bus was almost certainly seen as more luxurious than the use of an orange. The risk here is that the perception of the consumer to compare the prices also could increase as a result - even when the rates are identical.
Purple secrets
Purple also interesting hidden talents. It was noted, for example, that many women of color find a very erotic, which is equivalent improving female libido black type.
In fact, purple is a very Girly actual color - more pink, the usual suspects. It is a success among youth and adolescents, for example, some studies claiming that about 75% of their rate favorite color. So, while men seem to be fairly neutral purple, if you're looking for a color that speaks directly to these ladies, in May this be the same one of them.
Brown
What about boys? Well, if you tried to guess the chances are that you get it right. Brown, blue color was voted a favorite for men. And why not? Solid earth, reliable and can lead to a lack of bright primary, but it resonates with a sense of seriousness and reliability. And if that is the kind of message you want to add to your marketing strategy, Brown is the color that is - above all, of course, if the product is specifically designed for men.
Outside shooting of a serious thing Brown is often seen as a "credible" color, too. In other words, it is more likely to add credibility to advertising - an important if your communication is extravagant claims that appear in May
Note however, that if used brown too intensely can have a moderating effect. Whatever your marketing message is ultimately trying to convey, its main objective is to stimulate visual interest to attract and generate immediate attention.
But even in this sense, coffee is to be fairly reliable: tones more easily converted darker and lighter, without losing the depth and can also be mixed with vibrant colors - reds, yellows, oranges feeling much more optimistic. Thus, the use color of the recommendations given here to spice brown accordingly.
Planning an announcement for well done, very strong, but for sports Team guys? Brown, along with a touch of red, giving the right message.
NOTES
* Although the images are generally more sensitive than the blocks solid color, which are, of course, in general, dominated by a particular color to enhance and support a plan.
* An example is the use of linen mean loss of India and many parts of Asia. In this article I focus on color in the context of Western culture.
* Many studies have shown that levels high color of the food and drinks led to the conviction that are stronger taste identical items with less color. Assumptions about the color, flavor correlation which can cause errors in the identification of taste, for example, a cherry-flavored drink, color purple in May and be identified as the vine.
* Green has long been a symbol motivation of environmental movements, but only in recent years that has become widespread in the media communication by highlighting the emphasis on global warming and other environmental problems.
* Interestingly, the red in this context does not seem to cause a "stop" and the answer will be work well for the buttons, especially if a quick decision is necessary. Green, however, are always perceived as less risky clicks.
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About the author:
With a background in advertising, writing, illustration and website design, Mike is currently working as an independent consultant, SEO and web content writer.
His most recent project, clickspiration.com, is designed for online advertising and publishing affiliates.
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