Before your printed marketing piece is even read, people look at the visual image and form an impression of your business. The first thing that most people notice on printed material is the color and each color evokes an emotion or a feeling that sets the tone for the information contained in the advertisement. So before you begin laying out that flyer for your next sale, make sure that you consider the meaning behind the colors.
Here are some common colors used in printing and what the color communicates:
Red: Energy, Strength, Power, Aggression, Passion, Anger, Love, Desire, Danger. Red is a shout, not a whisper so use it wisely to call attention to important points. Red helps people take notice and is often used in printed advertisements to say “Buy Now.” Use it in small doses to draw the eye to the sale prices or if used in wide swaths it can illustrate excitement or speed. Red is great for energy drinks, sports cars, sports and romance.
White: Purity, Innocence, Light, Goodness, Virginity, Cleanliness, Safety, Surrender, Coolness. White is often used in printed ads to exemplify sterility and safeness so it is a good color to use for hospitals, doctors, charitable organizations and schools. The color white makes high tech products look easier to use and furniture look less cluttered. White is also used for weddings (in N. America) to signify beginnings and is also used to denote lightness such as in low-fat food products.
Blue: Stability, Sincerity, Trust, Professionalism, Loyalty, Wisdom, Confidence, Cleanliness, Expertise. Blue tends to be a masculine color and it is often used in corporate America. The color blue is often used in printed products to promote confidence in law offices and professional services, for high-tech products and for airlines. It is also used to promote boats, travel, cruises, and any sea related industries. Of course, this color is also a favorite among bottled water and vodka companies to evoke purity and cleanliness.
Yellow: Happy, Warm, Alert, Sunshine, Intelligence, Joy, Spontaneity. Yellow is used to communicate warm and happy feelings and also to call attention to specific information in printed ads. Yellow is often used as a starburst around sale prices or an offer because the eye naturally gravitates to this bright color. Beware of using yellow with high-end products or when marketing to men as yellow does not promote stability and trust.
Green: Nature, Growth, Fertility, Ecology, Freshness, Harmony, Healing, Endurance, Health. Green is often used with food products to indicate freshness, low-fat or health as well as with any company that features eco-friendly technologies. This color is also used in printed materials to indicate safety which can be used in advertising medical products or financial services. Be aware that a dark green can be associated with money, greed and jealousy while yellow-green can indicate sickness or decay.
Obviously, there are many more colors available to work with in the world of printing but these few examples give you an idea of how color communicates a message even without words. When you are working on your next print job, consider the power of color and how you can use it to your benefit.
Once you have your layout finalized, make sure that you work with a quality on-line printer that can bring the colors to life on the printed page. Conquest Graphics offers commercial quality printing on a wide variety of products - at really low prices. Let Conquest help you on your next print project so that you get the best product for the money.