Ever wonder what the best colors to use are in your advertising? Although color usage isn’t an exact science, certain colors are better to use than others for specific messages and mediums. Here are some things to think about when planning out your next campaign.
Blue-based reds (such as raspberry red) are associated with more expensive products. Stick with yellow-based reds (like tomato red, which is imagined as less expensive) if you’re looking to downplay a high price.
Use orange to play up affordability.
Yellow is the first color the eye sees, and when used with dark color for high contrast (e.g., black type on a yellow background), it becomes more powerful and more easily read.
Choose green to convey possibility and hope.
Blue connotes confidence and safety, making it a great choice for financial and medical institutions.
Purple is especially hot right now, and it’s typically used with high fashion, sports teams or sweet treats (e.g., choclates or perfume).
Black conveys a strong sense of power, promise and the ability for high contrasts. Add sheen or matte to black, and it becomes more powerful.
White (especially when presented tone on tone) implies sophistication and formality – but also a high-end price point.
Source: Color Communications, Inc.
