In Colours in Advertising Pt1 we discussed some of the important colours and colour psychology. Now we will be discussing a few more colours and their effect on the onlooker, as well as the mood you will be creating with colour in advertising.
Pink
This colour displays femininity, gentleness, wellbeing and innocence. In business it is important to note that it has feminine links and implications, use this colour wisely.
Purple
This colour is known to represent spirituality, royalty, luxury, wealth, sophistication, authority and mournfulness. In business it is used to represent an upscale product and is best for artistic types. It is also feminine and romantic, but can sometimes appear artificial.
Red
This colour expresses excitement, strength, passion, vitality and aggressiveness. It commands attention and is also associated with sex. In the business world it is associated with debt, but it is good for use in boldness and accents. Red is an emotionally intense colour which can stimulate the heart.
White
This colour is refined and contemporary; it resembles purity, devotion and truthfulness. In the business world it is refreshing and reminds one of sterility. White is the best background colour for websites.
Yellow
This colour gives off a feeling of warmth, sunshine, cheer and happiness. It is also associated with jealousy, deceit and cowardice. In the business world, it has an intellectual appeal and is great for accents. Yellow enhances concentration and speeds the metabolism. An important note: yellow is the most difficult colour to take in and can be overpowering when an intense hue is used.
When dealing with food, the most common colours to be used are green, brown and red.
Most often it is the non-verbal cue which speaks louder than the verbal one; the colour which portrays your business could be sending a completely inaccurate message. Make sure that you choose wisely and in conjunction with your message.
The Mood You Wish to Set
If you want your client to see you as a certain type of person, here are some colours for you to use:
- Blue = Honest and trustworthy, conservative, caring, serious, peaceful, calm and relaxed.
- Red = Passionate and exciting.
- Orange = A risk-taker, affordable, happy and sociable.
- Yellow = Playful, light-hearted, happy, creative and imaginative.
- Green = Eco-friendly, caring, compassionate, peaceful, calm and relaxed.
- Pink = Caring, compassionate, creative and imaginative.
- Turquoise = Caring, compassionate, peaceful, calm and relaxed.
- Black = Elegant, high quality, luxurious, sophisticated, powerful and corporate.
- Silver = Elegant, high quality, luxurious and sophisticated.
- Pastels (blue or yellow) = Light hearted
- Purple = Serious, creative and imaginative.
Remember to take your time when choosing your colour; colours are shouting while you whisper.