Everyone likes color, right? Color adds dimension, interest and vitality to virtually every aspect of our lives. As French Artist Fernand Leger stated, “The craving for color is a natural necessity just as for water and fire. Color is a raw material and indispensable to life. At every era of his existence and his history, the human being has associated color with his joys, his actions and his pleasures.”

Just as color is important to each of us personally, good use of color in advertising is essential to marketing and business success.

What is Color Psychology?

Color psychology is simply the study of how the use of color influences behavior and decision making. In marketing, as someone has said, “Color speaks louder than words.” Thus, an understanding of color’s influence in persuasion offers powerful benefits to the success of all advertising efforts.

Color in advertising plays an important role in how a brand is perceived, as well as how people think about and behave toward a brand. It can increase attention to advertising, influence product choice and prompt action, among other impacts. It also contributes to brand personality and helps with brand positioning.

Where is Color Used?

Color in advertising is used in the following ways:

  • Product color and design
  • Packaging and product labels
  • Logotypes, brand theme lines and signage
  • Advertising media of all types
  • Website design including call-to-action buttons
  • Content material
  • Social media assets

How to Decide About Color Use

Using color in advertising requires a thoughtful approach. So, consider the following questions:

  1. What colors are most appropriate for my brand? Knowing this requires a good understanding of a brand’s target audience as well as getting feedback from customers themselves.
  2. What colors will be most appealing to my customers?
  3. What colors will best reflect the personality of my brand?
  4. What colors will most effectively differentiate my brand from competitors’ brands?
  5. What colors will best influence purchase actions, resulting in sales?

Mistakes to Avoid with The Use of Color

Avoid these mistakes in the use of color in advertising:

  • Dark on dark or light on light. If what you are attempting to communicate can’t be seen clearly, the communication is frustrated and wasted.
  • Neon or saturated colors that may clash or appear to vibrate. Too much “shock value” in attempting to capture attention will backfire into less interest and attention.
  • Use of too many colors. Excessive use of color may render advertising elements harder to read, confusing or less interesting.
  • Failing to use white. White adds balance to other colors and can enhance readability.

Seek Professional Marketing Assistance

When you are tackling tough marketing challenges, including designing websites and developing materials with the right colors for your brand, contact VisionPATH Marketing. With more than 15 years of experience working with small businesses, we have developed powerful marketing strategies and tools to help you succeed.