Color Meanings for Consumers

Colored Pencils

Color Meanings for Consumers

Have you ever considered the significance of color in advertising, marketing and branding? Research indicates that color plays a vital role in memory recall. Colors may also excite the senses, instantly conveying a message or messages to the consumer like no other communication method.

Selecting the right dominant color and secondary colors for your marketing campaigns is more important than you may think. Following is a list of the most common color meanings for consumers

Blue: Cool blue is sensed as trustworthy, dependable, fiscally responsible and secure. Blue is a particularly popular color with financial institutions.

Red: Red stimulates the pituitary gland, increasing your pulse rate and causing you to breathe more rapidly. Thus the time-honored association with red to arouse a passionate response.

Green: Green typically connotes health, freshness and serenity. Deeper greens are affiliated with wealth or prestige, while light greens have a calming influence.

Yellow: In virtually every society, yellow is affiliated with the sun. It communicates optimism, light and warmth. Particular shades seem to motivate and stimulate originative thought and energy. The eye sees bright yellows before any other color, making them good for point-of-purchase displays. Yellow is often used as the color of “BUY” buttons or other calls to action in adverts.

Purple: Purple evokes mystery, sophistication, spirituality and royalty. Lavender suggests nostalgia and sentimentality.

Pink: Hot pinks express energy, youthfulness, fun and excitement. Dusty pinks conjure sentimental thoughts. Lighter pinks are more romantic.

Orange: Cheerful orange arouses exuberance, fun and vitality. Orange is deemed gregarious and frequently childlike. Lighter shades appeal to an upscale market. Peach tones work well with health care graphics, restaurants and beauty salons.

Brown: Earthy brown transmits simplicity, durability and stability. Particular shades of brown, like terracotta, might convey an elegant, sophisticated, upscale look.

Black: Black is sober, bold, powerful and classic. It produces drama and connotes sophistication. Black works well for expensive products, but might also make a product look heavy.

White: White implies simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it at once catches the eye in signage. White is frequently used with infant, bridal, home goods and health-related products.

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