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Life in Technicolor

Posted in Best Practices, Creativity and Design, Integrated Marketing (IMC), Tips and Tricks

Over the past several weeks, I’ve had several conversations about color schemes – whether it has to do with branding or personal tastes. It got me thinking about the impact of color and how that might change over the coming years.

Before surfing through relevant articles, I brainstormed color impressions from what I had learned during all my years in school. Here’s what I came up with before I sorted through articles related to marketing materials:

Red – Red seems to be the most contested color. It can resemble passion and love, or it can represent fear and resentment. It can be flirtatious, or it can be intimidating.

How do you perceive the color red?

Yellow – The brightest color in the spectrum is sunny and lighthearted, fun and playful. No bad days with this color. Yellow personally reminds me of all my favorite, not-so-healthy foods. Yummy.

Orange – I think this is the most athletic color of all. I’m actually surprised more sports teams don’t wear orange. Gatorade, Nike and other sports-related brands incorporate orange in their logos and other materials.

I remember my mother saying once that orange is a boyish color. Do you agree?

Green – I know a lot of people whose favorite color is green. That surprises me a bit because, like red, it can be interpreted in so many different ways. To me, it epitomizes nature. On the other hand, it makes me think of creepy reptiles or “looking green” (getting sick).

Blue – I learned from a friend last week that blue is supposed to curb your appetite more than any other color. Have you ever eaten off of a blue plate? I haven’t from what I can recall.

Blue is the color of the ocean and the happy sky – tranquil and serene. From my perspective, the color blue is mostly used for calming effects.

Purple – I associate purple with mystery and even power. I’ve seen a lot of purple on kings’ elaborate costumes in several medieval movies growing up. I like to think they’re not jerking my chain.

Many think it’s a girly color, but I notice it catching on with the guys. Purple sports teams’ fans tout purple pride – no shame in that.

Pink – One word: Girly.

Gray – Some of the gray articles of clothing I own are my favorites. Other than integration into fashion, my reaction to the color gray is “sad” and “lonely.” It makes me think of a dreary day.

I like to think my gray clothes aren’t dreary, though. Just sayin’.

Brown – This color also reminds me of food – dessert to be precise. The color brown is often underestimated – and thrown under the bus, actually. It’s prettier than a lot of people credit. Unless it’s chocolate, you won’t see many brands use this color in their marketing materials.

Black – The most basic color. It’s sometimes associated with depressing events, like funerals and natural disasters. On the other hand, it suggests sophistication for both males and females in the fashion world.

White – The other most basic color. Sometimes I forget it’s even considered a color at all. Hopefully that illustrates my point well enough.

Still, white space is essential in many advertising campaigns. You’ll want to be easy on the eyes, and not have too much going on.

Then I browsed through some legitimate articles on color branding. I liked this the best, mostly because I really appreciate the infographic created by Column Five Media:

True Colors

According to Revesencio, studies have shown 60 to 80 percent of a customer’s purchase is influenced by color. I’m surprised that statistic isn’t higher.

Looks like I hit the nail on the head when I said that purple is associated with mystery, black with sophistication and yellow with optimism.

I was wrong about brown and green. It looks like more and more people and brands are coming to embrace these colors.

Blue is the most popular color for brands in general, but red is dominant within the restaurant industry.

Picking a color for brand utilization might seem like an easy task, but if you’re an entrepreneur, be careful – it could make or break your business. Try to make a tactful decision the first time around so you won’t have to go back to the drawing board.

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Posted on by Hannah Babcock