Color theory is a science in of itself. Marketing with color is one of the major ways in which we communicate visually to our audience. At first glimpse the first piece of information that is registered to our brain is the color, then from there we begin to take in the details and nuances of any object that we may be looking in at.
In the field of marketing, our choices in color can be a major deal breaker in the success of your company. We must make sure to line up our use of color with what we are communicating. A poor use of color can lead to conflicting ideas with your color communicating one thing but your content communicating another leaving your audience with a sense of confusion. And to quote, “a confused mind never buys.”
Examining Colors And There Meaning
Let’s look at some colors and the connotations that coincide with there use.
Black: Serious, Elegant, Wicked
Black is associated in general offers a more serious tone. It can add a sense, of dark, dreary slumber, evil. As well Black can communicate elegance and a sleek smooth bold sense of style for a sheer classic look.
White: Pure, Cleanliness, Minimalist
White on the other hand communicates more of a sense of purity, clean and simple. White also is great background for reading larger portions of text against since it is easier on the eyes.
Red: Passion, Love, Danger, Power
Red is a very strong color. It is the color of fire and can be seen one of two ways passion and love or danger. The passionate side can draw on people’s desires. Red can also be a signal of warning for danger such as stop signs.
Orange: Vital, Energetic, Happy
Orange is a color of vitality, youthfulness, spring. It brings about a sense of freshness and exuberance. This color is often associated with Heath and beauty products and services.
Yellow: Cheerful, Hopeful, Friendly
Yellow much like orange communicating vitality yet has an added stroke of cheerfulness. It is often noted as the color of friendship and hope. Yellow the color of the sun is seen as bright and fresh.
Green: Fresh, Abundant, Nature
Green is a color associated with the earth, plant life and nature. It can bring about a sense of new beginnings, of health and wellness as well as alternatively it can represent jealousy or envy such as the term “green with envy”
Blue: Responsible, Calm, Sorrow
Blue is often used for the corporate environment for its sense of reliability and responsibility associated to this color. It is also has zen qualities insinuating calmness. As well it can be a color of sorrow for as the popular maxim goes, “I have come down with the blues.”
Purple: Royal, Sensual, Luxury
Purple is a color in the olden days associated with royalty. It was a difficult color to obtain so only the most social elite could afford it. Thus today it is often seen as a color of luxury. It also has a sensual and romantic quality.
Gray: Conservative, Formal, Sophisticated
Gray is distinguished from other colors in the sense that its is a dull color reserved for a more conservative approach in design. Gray offers a more formal feel and a sense of sophistication utilized best when trying to take a more serious marketing approach.
Brown: Earthy, Warm, Rustic
Brown is very earthy and associated with a natural, organic, home grown feel. Much of our natural earth elements are brown such as wood, dirt, rocks, and animals. Warm tones in general have a very inviting welcoming cozy feeling like sitting next to warm cabin fire.
Beige: Modern, Bland, Neutral
Beige is a simple and clean like white yet it is still warm. A bland color yet makes a great base and pairs well with other warm tone colors. Beige is offers a modern contemporary feel that is pleasant and inviting.
Ivory: Antique, Elegant, Vintage
Ivory is a color closely related to white but offers a vintage, antique and classy feel that is less sterile than white yet still very pristine. Ivory the stone is delicate and fragile which brings forth these same connotations with color.