RED Print - Impact of Colour

Brand 101 | Impact of Colour | Print Portfolio

Colour affects all of us on a psychological and emotional level. It is all around us. We are affected by colour every day, all day. Colours can raise or lower our blood pressure. They can change our pulse rate and adrenaline flow. They can make us feel happy, sad, lonely or agitated.

The effective use of colour is important in the development and success of your brand. Your logo, website and print materials must work together to provide a consistent experience for your prospects. Choosing the right colour can mean the difference between sales and no sales.

The list below covers all the colours of the spectrum and will give you something to work from. Try to think from the mind of your customer. Avoid making colour decisions solely on what you like best. You want to pick something that your target market will understand and appreciate.

	RED - This colour is passionate and aggressive in nature. It evokes excitement and demands attention. To subdue the impact of red, choose a darker version such as burgundy. This shade offers the same emotional impact but on a more subdued level. Wine tones are a favorite as they are rich and intense. They suggest a refined, mature product.
	ORANGE - This color can be playful, expressive, happy and can ooze with vitality. It all depends on the shade you choose. Soft oranges that are more peach or melon in tone are wonderful choices for healthcare or spa-related products. They are colours that people want to touch and feel. They are warm and inviting. Bright, flashy oranges offer a different personality altogether. They are a good choice for toys and games, but not expensive products.
	YELLOW - Yellow is the first colour the eyes process. Have you ever noticed the number of products on the grocery store shelf that are yellow ...especially in the cereal aisle? Yellow is optimistic, sunny and provides the feeling of enlightenment. Lighter shades are cheerful and soft. Brighter, saturated yellows command attention. The combination of yellow and black evoke the feeling of caution. Think of bees, wasps and caution signs on the road.
	GREEN - The most restful of the colours, green is all about mother nature. It is comforting to the eye. We are surrounded by green. It is about nature and healing. Aqua offers a touch of blue and green mixed together. It is refreshing and suggest a tropical feel. Mint greens are fresh and light while emerald greens are elegant. Bright green signifies plants and renewal. Deep green is refreshing and trustworthy. Olive can be difficult to incorporate properly and yellow-greens must be used cautiously.
	BLUE - Blue can be very effective when creating a brand for a corporation. It can stimulate thought and encourage intellectual activity. It can be very calming, but beware as it can also appear cold and unfriendly. It inspires confidence and will help a company portray a trustworthy, reliable image. The general rule seems to be - the darker the blue, the more commanding and powerful it is. For a more energetic shade, choose periwinkle. For something dynamic and eye-catching, choose electric blue. Teal is a richer shade appropriate for upscale products. It is also appealing to both genders.
	PURPLE - The most regal of colours, purple is elegant and rich. The excitement of red combines with the peaceful qualities of blue to create this hue. Intense purples suit businesses or products that offer new innovations and cutting edge technologies. To subdue it, select a purple with gray undertones. Lavender shades are sweet and floral. Not suited for food products, but great for sweet-smelling beauty products.
	PINK - This is a softer colour. It provides a more youthful, happy feeling. Vibrant, hot pinks offer the same energy level as red. These tones can be very theatrical. Soft pinks are much less shocking and slightly romantic. Pink can be risky to use as it comes in and out of vogue as the years go by. Shades of pink are used almost exclusively for products that are feminine or for children. Be careful what tone you pick as soft girly pinks may appear to immature for items that are more expensive.
	BROWN - We automatically associate this colour with the earth. It offers stability and substance. Brown comes in many shades. Brick, terra cotta and tan are all included. In the grocery store, you can can find brown used on coffee packaging, as well as, rice, grains and cereals. Anything that seems healthy or wholesome.
	NEUTRALS - Beige, gray and taupe full under this heading. All of these colours offer natural, classic personalities. The speak of dependability and durability. Many of us tend to buy clothing that is neutral in colour. These garments last longer as they are understated and less likely to be part of a fad that will come and go. To keep things simple, you may want to use a lot of white. Bare in mind that a soft beige is much more friendly.
	BLACK - Black is the most powerful and dramatic of all colours. Used properly, black can give a product sophistication. Always pair black with another colour to relieve the heavy feeling it can portray.
	WHITE - Innocence, purity and simplicity. White gives the feeling of clarity. If that is the message you wish to portray, then this is the colour for you. Beware of large white areas that can cause glare. It will strain the eyes of your prospects. White is also used for hygienic or baby products. It speaks of cleanliness and will work with just about any colour. Whites are just stark and cool, you can add a bit of warmth to the white to tone the glare down.