As well as the images and text on your printed materials, the colours you use have a massive impact on how your marketing materials are portrayed.
Colours send subliminal messages to anyone viewing your posters or flyers and consumers make snap judgements about your business depending on the colours you use. That is why it is so important to get them right when you are having new promotional materials printed.
Here are some examples of what different colours say:
- Black: authority, sophistication, formality, death.
- Red: strength, passion, power, excitement, boldness, determination, desire, courage, warning.
- Yellow: playfulness, wisdom, warmth, happiness, comfort, energy.
- Orange: creativity, warmth, vibrancy, enthusiasm, adventurousness.
- Green: nature, prosperity, nurturing, harmony, life, newness.
- Blue: trustworthiness, reliability, loyalty, integrity, sadness.
- Purple: royalty, spirituality, imagination, luxury, elegance, maturity.
- Pink: femininity, softness, health.
- Brown: earth, stability, balance, nature.
- White: purity, cleanliness, innocence, simplicity, virtue.
When you are deciding on the colours to use it is important that you think about what message you are trying to portray. If you are promoting a sale then bright reds, oranges or yellows work well at grabbing people’s attention and letting them know that you are offering a bargain.
However, if you are aiming at a more luxury market and offering quality rather than reduced price, then it is wise to steer clear of these colours and use colours that portray a higher degree of sophistication.
If you take a walk along a supermarket aisle you will notice how the same product will be packaged in very different colours depending on the price bracket that it is in. The value ranges are always in very plain packaging with bold colours, whereas the luxury ranges will be in black, beige and gold.
Before you sign off your final artwork spend some time considering how the colours affect the overall impression of your brand.