So you’ve got your design onto your desired canvas and are debating what crucial color pallets to use to make your print piece an enticing perfection. A simple step, right? Wrong. Color is everything and as the title suggests, will reign supreme in 2019. In todays age, no step can be overlooked when you are on your way to creating the perfect marketing or promotional piece.
Color sets the mood or “tone” (pardon the pun) of a piece or print. Indeed, studies have even shown that to be true. Wikipedia states,
“Color psychology is widely used in marketing and branding. Many marketers see color as an important part of marketing because color can be used to influence consumers’ emotions and perceptions of goods and services. Companies also use color when deciding on brand logos. These logos seem to attract more customers when the color of the brand logo matches the personality of the goods or services, such as the color pink being heavily used on Victoria’s Secret branding. Colors are also important for window displays in stores. Research shows that warm colors tended to attract spontaneous purchasers, despite cooler colors being more favorable.”
In examining which colors to use, Matt Hollenbach of GRIT makes an interesting point when he states,
“I always feel that the most important color is the one used the least. Backgrounds, banners, text, titles and textures are usually chosen for their ability to blend and mingle in a pleasing way. The really exciting color is like a small static shock to your visual senses. An accent there, a logo here, all the really important calls to action – it’s all about grabbing the user’s attention and helping them find what they were looking for. In my opinion the warms have been done to death.”
Knowing that color affects mood and of the huge impact it holds on potential customers, it almost creates a panic envisioning what steps to take next in the choice process. MPG can help ease your pain. Using a color psychology, or color mood wheel can help you in making your choice. The following colors are associated with different moods and are essential in finding the right color for your brand logo or print piece:
RED is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love.
ORANGE combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.
YELLOW Yellow is the color of sunshine. It’s associated with joy, happiness, intellect, and energy.
GREEN is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money.
BLUE is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.
PURPLE combines the stability of blue and the energy of red. Purple is associated with royalty. It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic.
WHITE is associated with light, goodness, innocence, purity, and virginity. It is considered to be the color of perfection.
BLACK is associated with power, elegance, formality, death, evil, and mystery.
Taking color meaning into account, following the steps below can also assist you in your quest of the color grail:
- Start with some inspiration
- Create a mood board
- Consider color psychology
- Choose and test your palette
In the end, only one question truly matters… What color is your brand?