| Color is a magical element that gives
feeling and emotion to art, design, and advertising. By understanding color meaning, (or
the psychology of color) you can choose the right color to support and emphasize your
design.
A dominant color or overall color scheme can determine the
tone of your document. Certain colors will help your product, corporate document, or
advertisement attract specific target audiences and evoke desired responses.
The information below provides generally accepted
guidelines on the symbolic meanings of color and how you can use color more effectively in
your marketing pieces.
The meaning of the color yellow (including coral, orange,
amber, gold)
What it Symbolizes: Energy, caution, warmth, cheer, joy
Yellows are often associated with the following
characteristics: homey, friendly, soft, welcoming, moving, excitement, or adventure. Good
for press kits, stationery, and shopping bags.
Use yellow for signage in work situations warning of
danger. Yellow is also good for any project that needs to evoke feelings of
lightheartedness, humor, or friendliness.
The meaning of the color red (including mauve, magenta,
crimson, scarlet, poster red)
What it Symbolizes: Power, romance, vitality, earthly,
energy
Reds evoke highly charged emotions such as aggression,
danger, or love. Red makes us pay attention and catches our eye immediately so use reds on
items that need to grab attention.
In the financial arena, red symbolizes a negative
direction.
The meaning of the color green (including lime, leaf green,
sea green, emerald, teal, sage)
What it Symbolizes: life, foliage, grass, trees, water
Greens are sensuous and alive. Green is associated with the
following characteristics: friendliness, dependability, freshness, non-threatening, safe,
secure, healthy, strong, expensive, and primitive.
In the business world, green symbolizes growth and
prosperity.
The meaning of the color blue and purple (including sky
blue, ultramarine, violet, purple, azure)
What it Symbolizes: Peace, law and order, logic,
analytical, intelligent, honest, calm, clean, good will, tranquility, compassionate,
serious, thoughtful, quiet, reflective, regal, classic, dependable, trustworthiness,
tradition, magical.
Blues are often used for older, more mature audiences and
situations. Blue is common in financial institutions, hospitals, and legal and medical
professions. Purples have long been associated with royalty, magic and power. Purples are
often used with feminine, rather than masculine designs.
Make sure the colors you use in your marketing materials
attract the attention of your target market. Check color resource design guides or swatch
books to discover what color combinations work best to make your designs pop.
Copyright © 2006 Karen Saunders
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