Campaign Finance Regulations - What Color Is Your Advertising? How Color principles Can Make Your Marketing More sufficient
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If you're planning a marketing or advertising campaign, color is sure to play a key role in the success of your venture. After all, it's pretty much the first thing your consumers will notice*, production color your best - and sometimes only - opportunity to get a message across.
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Use of color in most create for marketing and advertising is dictated by confident confident requirements; the need to reflect a specific brand, as well as the attempt to relate a confident mood dictated by the goods itself.
Company branding is pretty uncomplicated - specific colors dictated by logos and other devices will need to be incorporated into at least part of your design. It's the choice of color task for conveying the 'personality' of a goods that's often a lot harder to come up with.
Sometimes the decision is partly intuitive - most citizen understand even at a very basic level that bright, saturated colors will convey a distinct kind of mood to neutral grays or browns. Experienced designers, of course, go added still, choosing and implementing colors on the basis of their effectiveness in the overall design. Here, the guidelines of primary color theory often come into play as a kind of balancing act to ensure that all parts work together well and that the right kind of colors are used.
But what if some colors are positively more right than others?
We're about to embark on an exploration of color associated not just to its use in layout, but rather, the psychological and corporal impact it's likely to have on a viewer.
A big, and sometimes controversial undertaking, and we'll first need to get a join of things straight. While citizen often talk about a science of mind of color, in reality, most psychologists would find fault with the accuracy of this term. This is because the point given to discrete colors isn't universal and unchanging - in many ways it's quite the opposite: discrete cultures quite often associate the same color with very distinct emotions and ideas.*
Yet colors and their fundamental fabric of sociological and historical connotation positively do produce specific reactions in single contexts - emotions, associations and even corporal effects that can help advertisers in their quest for ever more literal, targeting.
And if this all sounds a bit hokey, at the very least, the idea that color can actively work on consumers shouldn't be disregarded entirely. So let's take a look at what colors seem to be telling us.
Red
Red, the most vibrant and superior of colors, seems like a good place to start. Particularly since studies have shown that it's the first color babies recognize, and one that continues to motion to most citizen throughout their childhood and into their adult lives.
At a purely symbolic level, it's the color of fire and blood, an connection that's base to all cultures and therefore very powerful. Less specifically, it's a color that seems to be associated with energy, war, danger and power, not to mention passion, desire, and love.
So what does that mean for marketing?
To start with, some of these associations are so deeply ingrained that it wouldn't be wise to use a color other than red to characterize confident states. Try depicting ultimate emotions such as violence or passion with shades of blue and you're going to run into problems.
What's more, it has been shown that in its brighter variations (tomato, pillar-box), red positively provokes a corporal response by raising respiration rate and blood pressure.
For this reason, its use in 'sexy' advertising scenarios or as an erotically charged statement (on lips or fingernails) should quite positively set hearts beating faster - and unusually, it's regarded as equally arousing by men and women.
Whether the physiological 'red effect' occurs naturally as a succeed of its associations; or because the color itself somehow provokes such a response; or, if, indeed, this succeed relies on a composition of the two isn't something that necessarily matters here. What is prominent is that red, like virtually every other color, exerts a measurable work on on the consumer.
More about the 'red effect'
Quite apart from any corporal reactions it might provoke, red's connection with force, and therefore power, is an very dominant one. Reconsider all the small details in our daily lives that retain this notion: red icons on switches to indicate their 'on' state, the plastic coating on 'live' wires, the tiny red glow that tells us an electrical appliance is working.
All of which makes red an ideal color to propose fast-moving action or ultimate force - examples of products that might fall into this category include computer games, action-adventure books or movies.
This deep-rooted connection with power, coupled with the fact that it positively raises metabolic speed, also makes red a good candidate for any goods that seeks to relate the idea of improvement, rapidity or corporal change. Just a few of many possible examples include anyone associated to sport or speed (think of those red sports cars), vigor drinks, self-help guides, or batteries. Even 'fast-acting' or 'powerful' over-the-counter drugs can retain their status with at least a dash of red.
Perhaps as a succeed of all that heavy breathing, red also increases appetite, production it an perfect choice for advertising food (it's popularly claimed that Chinese restaurants often use red color schemes for this reason, but there's minute truth in this - red naturally happens to be a very popular and 'lucky' color in Chinese culture).
However, if enticing diners to eat heartily is something you're aiming to do, an all-red environment is a good way to get stomachs rumbling.
Pink
Although it derives from red, pink has minute of its big brother's forceful qualities. In fact, although it's usually perceived as a warm and fairly upbeat color, it is, of course, popularly associated with femininity and even passivity. A cliche, perhaps, but its vigor-reducing credit has again been shown to have some basis in fact.
Famously, a shade of bubble-gum pink used in confident cells in a men's prison was unexpectedly found to placate aggressive inmates. Investigate corroborated the fact that pink did positively have essential calming qualities - although subsequent study revealed that after a confident time these effects were dramatically reversed as prisoners became more agitated and aggressive than before. (Surprised? You try living in a bubble gum pink environment).
Nevertheless, the fact that pink does induce at least a temporary sensation of calm makes it a superior factor in the color-coordinated approach to advertising. Its peaceful, relaxing qualities and normal evocation of ease and softness have long made it a popular for items such as toilet paper, cotton wool and 'gentle on the skin' toiletries, especially baby lotions.
This connection could maybe be explored added as a background or accent color for items where ease is key, such as bedding, sofas or carpets. Apply with caution, however - the strong connection with femininity means that anyone 'too' pink is likely to be snubbed by men.
There's one other area in which pink has an tantalizing effect, however - and one that's far less likely to alienate males. It's well known that a high attention of color in foodstuffs will lead consumers to believe they're tastier, or even recognize a flavor that isn't positively present.* And pink coloring is a particularly efficient way of suggesting sweetness.
This may relate to the fact that it's often used as a coloring in candies, but anyone the case, the connection is superior adequate to substantially increase a food's perceived sugariness or even depth of flavor. Pink sprinkles or toppings will add oomph to vanilla ice cream, and pink marshmallows are often assumed to be sweeter than white ones (they aren't).
Although in these health-conscious times sweet, sugary foods have lost much of their popularity, the marketing of confident products is still likely to advantage from a minute pink-appeal: feel-good desserts, ice creams, shakes and positively artificial sweeteners. It's also a color that could be used to make sugar-free, healthier foods seem more enticing to kids - as long as Mom and Dad are able to see straight through the ruse themselves.
Green
Occurring naturally as a sign of plant increase and renewal, green is one of those colors that's universally seen as positive, fresh and fertile. It's also a color that, once again, produces noticeable corporal effects. It's the easiest color for the eye to assimilate and therefore one of the most relaxing; it induces feelings of calm and restfulness, and can even enhance vision. In short, it's a very confident color indeed.
This emphasis on nature, freshness and reparation means that it's commonly used to emphasize the cleansing, 'regenerative' aspect of household items such as bleaches, detergents, air fresheners. But if you observation a confident irony in this, well-spotted, because green, of course, has steadily evolved into the sticker of all that's ecologically aware. Which isn't a label that applies to most cleaning products.
The overall acceptance of 'green' in its current sense is positively a fairly up-to-date phenomenon*, but with addition focus on ecological issues it's very superior and will only gain in strength. So much so, in fact, that real care needs to be taken now that use of green doesn't propose a goods is all-natural, organic or additive-free if it isn't. Congruity in advertising - or the view that what's implied about a goods should be supported by its reality - is one of the most vital aspects of marketing. Get this wrong, and there's no buyer forgiveness.
Yet despite green requiring caution in advertising, its current associations have equally led to opportunities for more refined targeting. Wholesome, healthy food items are likely to be swiftly identified as such straight through renowned use of green, and the same can be said for products or services associated with any type of healing, spirituality, or personal growth: yoga, slimming programs, alternative medicines.
Different greens, distinct meanings
Green is a symbolically involved color, and single shades transmit subtly distinct messages. Darker greens - the first-rate color of bank-notes and bills - have long held an connection with finance. The added implication of increase and fertility therefore makes green a good choice for promotion of many financial products, particularly rescue schemes, pensions and insurance plans.
Lime greens, which emerged as popular trend color in the '90s, denote an especially vibrant freshness due to their close connection to effervescent yellows. As such, they make perfect keynote colors for fresh, healthy, energy-inducing products such as juices, tonics, vitamin supplements and vigor drinks.
Finally, a added modern-day connection with green stems from its use in traffic systems to signify 'go'. This link with movement, transmit motion and vehicles make it a potentially good choice for anyone associated to transport: carriers, train networks, buses. And for online advertising, try using green for buttons or links you'd particularly like clicked - you're almost tantalizing a user to go ahead and do so.
Blue
Blue is by far the world's most popular color. And as one that, like green, occurs in nature - the hue of skies, water and sea - it's not surprising that it's so well loved. With such universal associations and overall appeal, blue is an prominent asset to any color theorist.
Unlike very warm colors, which provoke impulsive, passionate responses, blue is a cerebral color that's commonly associated with clear thinking and intellect. For good reason, too, as its use in offices and workplaces has been shown to dramatically increase productivity and a sense of well-being. maybe more surprisingly, other studies indicate that blue can even enhance corporal prowess - weight-lifters typically accomplish best in blue surroundings. However, this is probably a secondary succeed of its quality to sharpen concentration.
This connection with clear view and precision make blue a good choice for anyone tantalizing a high degree of involved manufacture, such as computing products, electronic goods or hi-tech appliances in general. Darker blues emphasize this connection even further, and their overall motion among men provide a perfect keynote for high-end, precision-made items with a masculine focus - costly cars, bespoke tailoring, luxury grooming products.
Given such a setting, it's no real surprise whether that blue emerges as a clear popular in the corporate world. Its implication of steadiness and speculate continue to make it an efficient choice for much enterprise branding, although its white collar associations can also propose stuffiness and conservatism.
In its lighter, brighter shades, blue loses much of its cool aloofness and takes on happier, sparkling and spontaneous overtones. The pure and natural aspect of such blues convey a sense of cleanliness and freshness and are often used for cleaning products, detergents, deodorants and toothpastes.
Bright blue is also an confident choice for the typical vacation. Evocative of cloudless skies and tantalizing pools or seas, it also gives a tantalizing taste of tranquility and free time by slowing down the metabolism and producing feelings of calm and well-being. A superior message indeed, and one that makes blue an equally efficient choice for health spas, beauty clinics and any other assistance where deep free time or therapy is a key selling point.
In fact, blue is such a flexible and well-liked color that it's almost impossible to mis-use - with one major exception.
Foods, particularly meats, dairy products and staples such as pasta or rice, positively don't advantage from any kind of connection with blue. To start with, that drop in metabolism will positively cut the appetite; but this doesn't clarify the fact that a blue/food combo can even induce feelings of nausea. (Try it. Add a minute coloring to pasta, white sauce, or even better, light-fleshed meat such as pork or chicken. See how far you get before pushing your plate to one side).
It's been suggested that we instinctively associate the color with something that's rotten and unsafe to eat, but anyone the case, it's not a great choice for marketing a ready-meal. And if you find yourself running low at your next evening meal party, bring out the blue plates. There won't be many requests for second helpings.
Yellow
Yellow is clearly vibrant, energetic and fun - it's the color of sunshine, flame and fire and is closely associated with warmth, happiness and the confident vigor such states create. It produces corporal responses that are perfectly in retention with this reading, too; an instant feeling of well-being along with a noticeable boost to thinking activity.
For this reason, it's a color that effectively communicates the nature of products associated with vitality and stimulus, such as vigor drinks, sports equipment, vitamin supplements or remedies. And as the perfect feel-good color, it's a great choice too for promoting group free time activities, clubs and social networks.
Visually, yellow has a high impact that's hard to ignore, a fact reflected in its use for items such as sticky notes and highlighter inks. Since it demonstrably sharpens attention, too (back to the notes and highlighter pens!) it's worth inspecting lighter yellows as a background for large amounts of text, especially copy that requires close attention such as tutorials, instructions, or rules and regulations.
Yellow does requires a confident whole of care, however. Very light yellows can often appear drab, especially on-screen, while brighter shades tend to come to be overpowering.
The yellow succeed is an intense one, and its enervating qualities can swiftly put citizen on edge. Yellow rooms make babies cry more, and they also provoke hot tempers and arguments. And finally, while it's a color that can be used to shop most products to women - from washing up gloves to costly scents - men are far less likely to appreciate its use with costly or luxury goods.
White
Pristine and pure, white appropriately signifies cleanliness, spiritual health and, of course, Syn. Clearness in most cultures. It's considered a non-color to which nothing has been added, production it an ideal choice for products wanting to accentuate their unadulterated, un-tampered with goodness: no-frills items, reduced fat, low-sugar or no-additive foods, pure juices, skin-care products.
White is also the first-rate 'clean' color, providing the easiest way to add a sense of uncluttered spaciousness to print or screen graphics. Yet its connection with cleanliness and hygiene (white clearly shows dirt so is commonly used in hospitals, for example) lends it a confident clinical quality that can deprive a marketing message of warmth or even context. For this reason, it's best used with an accent color to join the best of two worlds - the optic clarity of white and the emotional resonance of a considered chosen highlight.
Remember, too, that on-screen, the composition of light-filled white with black text is fairly hard on the eye. Try choosing a tinted background for large quantities of copy (yellow is often a good choice, as mentioned above) or convert the color of the text itself.
Black
Although in western culture the color black positively holds some negative linguistic connotations (black magic, black market) it's also very positively associated with authority, credit and exclusivity (black tie event, black credit card, black mercedes).
A slightly confusing message, but in general, black can be used very effectively to denote cool sophistication and a superior sense of ultimate luxury or expense.
Pair this with the fact that visually, it's a color that creates a real sense of depth while also focusing the attention more thoroughly than white, and black makes an ideal backdrop for images of luxury goods or services such as high-end hotels. Men seem to respond particularly well to such a composition - maybe because it's also been shown that for guys, black is a color with marked erotic overtones (combine it with red and you're onto a testerone-charged winner that's bound to attract male attention!)
Black is also by far the most base text color; perfect in print, although on-screen the dissimilarity with white can often seem harsh. A good tip is to Reconsider using a very dark gray instead. And colored text against a black background is rarely a good idea except in small areas, as black backgrounds diminish readability and will swiftly tire viewers.
Orange
With Its composition of energetic reds and feel-good yellows, orange is a color that's clearly suggestive of fun, warmth and pleasure. And like its constituents, orange exerts an invigorating succeed by addition oxygen to the brain and stimulating thinking activity. It's therefore an perfect choice for any goods associated with vigor and vigor, such as sporting equipment or services, adventure holidays, theme park rides, vigor drinks.
Think you've read something like this before? Well in fact, orange can relate very similar messages to red, but importantly, without its slightly aggressive edge.
Of all the colors, orange is also the best at stimulating appetite. So good in fact, that you may observation a lot of it in the snack or candy shelves near a checkout. Strategic thinking, because the orange quality to originate sudden hunger pangs will often lead to impulse purchases.
Yet orange, particularly in its brighter shades, is also a color that's perceived as lacking prestige. maybe this is because its high visibility means it's a frequent factor in motel signs, fast food outlets and similar 'low-frills' businesses, but anyone the reasons, it's a color that's come to be associated with lower-budget options and shouldn't be used extensively for products wanting to relate a high quality message. (The opposite also holds true, however, production it a very good choice to indicate value for money, savings and discounts).
Purple
Mysterious, alluring, and very right on regal, purple is a relatively uncommon color in nature. In the antique world, its scarcity meant that it was very valued, and rare, costly purple dyes were used exclusively by nobility.
This connection with wealth and credit remains to this day, production purple, especially in its darker shades, an perfect complement to luxury items.
In fact, the connection with price is so strong that it can even be used to add a touch of instant class to cheaper products. For example, a bus enterprise using purple livery would almost positively be perceived as more luxurious than one using orange. The risk here, though, is that the consumer's perception of comparative price might also rise accordingly - even if fares are identical.
Purple secrets
Purple also has some tantalizing hidden talents. It's been noted, for instance, that many women find it an very erotic color, production it the female equivalent of the guys' libido-enhancing black.
In fact, purple turns out to be a very girly color positively - far more so than pink, the usual suspect. It's a specific hit amongst young and juvenile girls for example, with some studies claiming that almost 75% rate it their popular color. So while men seem fairly neutral about purple, if you're finding for a color that speaks directly to the ladies, this may well be the one to choose.
Brown
And what about the guys? Well if you tried to guess, chances are you'd get it right. Brown, along with blue, is consistently voted a popular color by men. And why not? Solid, earthy, dependable; it might lack the zing of the brighter primaries, but it resonates with a sense of trustworthiness and dependability. And if that's the kind of message you're finding to add to your marketing strategy, brown is often the right color to convey it - especially of course, if the product's aimed specifically at males.
An tantalizing off-shoot of all this earnestness is the fact that brown is often claimed to be a very 'believable' color, too. In other words, it's more likely to add credibility to an advertising message - an prominent factor if your transportation makes claims that may seem extravagant.
Bear in mind though, that if used too extensively brown can also have a stodgy, dampening effect. And anyone message your marketing is ultimately trying to convey, its main purpose is to stimulate adequate optic interest to attract and excite instant attention.
But even in this respect, brown turns out to be pretty dependable: it positively converts into lighter and darker shades without losing depth, and can also be mixed with more dynamic colors - reds, yellows, oranges for a much more upbeat feel. So use the color recommendations given here to spice up a brown accordingly.
Planning an ad for well-made, hard-wearing, yet sporty gear for guys? Brown combined with a hint of red should give just the right message.
Footnotes
* While images are commonly more noticeable than flat blocks of color, they are, of course, usually dominated by a single color in order to enhance and retain an overall layout.
* One example would be the use of white clothing to signify mourning in India and many parts of Asia. In this article I'm focusing on color in the context of western culture.
* Numerous studies have shown that higher levels of coloring in food or drinks leads to the trust that they are stronger in taste than identical items with less color. Assumptions with regard to color-taste correlation can even cause errors when identifying flavor; for example, a cherry-flavored drink colored purple may well be identified as grape.
* The color green has long been a sticker of ecologically motivated political parties and movements, but it's only in up-to-date years that this meaning has come to be thoroughly mainstream straight through overall media emphasis on global warming and other ecological issues.
* Oddly enough, red in this context don't seem to provoke a 'stop' response and will also work well for buttons, particularly if a quick decision is required. Green, however, will always be perceived as a less risky click.
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--, and Patricia C. Smith (1959), "A theory of Color Preferences," American Journal of Psychology, 72 (4)
Hall, Richard H., and Patrick Hanna (2004), "The Impact of Web Page Text-Background Colour Combinations on Readability, retention Aesthetics and Behavioral Intention," Behaviour and information Technology, 23 (May/June)
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Meyers-Levy, Joan, and Laura A. Peracchio (1995), "Understanding the Effects of Color: How the Correspondence between ready and Required Resources Affects Attitudes," Journal of buyer Research, 22 (2), 121-138.
Middlestadt, Susan E. (1990), "The succeed of Background and Ambient Color on goods Attitudes and Beliefs," in Advances in buyer Research, vol. 17, Rebecca Holman and Michael Solomon, eds., Provo, Ut: connection for buyer Research,
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