Ever noticed how happy people are when the sun shines? Nature’s colors are more vibrant and vivid. Spirits are lifted, and senses are perked. Now, just imagine the impact color could have on your advertising and marketing…especially when your pieces are printed on the right papers to showcase that vivid color. Rather than creating documents in just black and white, a pop of color draws attention to the point you want to emphasize, whether that’s your logo, a sales promotion, a special offer, or a callout box highlighting the main reasons a customer should do business with you. Color can also be used to create a response in your potential clients. However, the way you add color can make or break your marketing efforts. In this white paper, we’ll explore the ways color can affect your marketing.
Adding Color to Save Money
Using color adds such an impact in your pieces that its benefits far outweigh any possible extra cost you may incur. And with the latest printing technology, we can help you create and print pieces that will be affordable and effective. In fact, using color in your marketing pieces makes those efforts 45% more effective than the same materials in black and white. That means your investment in color will come back to you many times over! Now that you know the importance of using color, let’s talk about HOW to use it. Just adding color doesn’t ensure that your pieces will pack a punch.
Be Specific with Your Color Choices
In order to determine how to use color in your pieces, think about what you’re selling or promoting.
- Is it an event you’ve created in order to boost sales in general?
- Or is it a campaign to boost name recognition?
- Are you offering a new product, item, or service you want to announce to people?
- Are you doing branding?
What Do You Want Customers to Feel?
Knowing where to add the color is important, but so is picking the right color. Different colors elicit different responses from people. For instance, think about fast food restaurants. Most of them use vivid reds and oranges due to the fact that those colors cause people to eat quickly and leave, which is what most fast food
restaurants want from their customers. When you look at children’s products, you’ll often see large blocks of bright, primary colors. These are the colors that attract children. According to surveys, almost 75% of pre-adolescent children prefer purple to all other colors. With this in mind, it’s a good idea to incorporate purple
in your product, place of business, and marketing materials if your goal is to attract children. These are just a couple of examples, but here are some basic responses from colors you may be thinking of using:
- Red: appetite, excitement, strength, passion, speed, danger, masculine energy
- Blue: trust, reliability, belonging, coolness, loyalty, authority, integrity, responsibility
- Yellow: warmth, sunshine, cheer, happiness, mental clarity, stimulates the logical side of the brain
- Orange: playfulness, warmth, vibrance, risk-taking, informal, stimulating to the senses, affordable, youthful
- Green: nature, health, healing, freshness, coolness, family, growth, self-reliance, abundance
- Purple: royalty, spirituality, dignity, humanitarianism, mystery, unusualness and individuality, creativity, inventiveness, wealth and extravagance, high quality or superior product, beauty
- Pink: soft, sweet, nurturing, security, feminine energy, love
- White: pure, clean, youthful, mild
- Black: sophistication, elegance, seductiveness, mystery
- Gold: prestige, expense
- Silver: prestige, cold, scientific, calming, soothing, patience
Put It Together for the Greatest Impact
The visual sense is the strongest, and research shows that 90% of an assessment for trying out a product is made by color alone. Since market research shows that color affects shopping habits, if you were trying to reach impulse shoppers, you would probably include red-orange colors, black, and royal blue. If your typical market includes shoppers who are budget-conscious, then you would want to choose colors such as pink, teal, light blue, and navy. So, if you were selling children’s books, you would want to design them in bold, primary colors. However, if you were marketing them to grandparents, you would create the brochures to appeal to them by using blues (trust), pinks (nurturing, sweet), yellow (cheer, happiness), and so forth.