Friday, May 28, 2010

Color Psychology & Your Customized Promotional Items

Look at your logo & text......your website, your printed materials & promotional imprinted products. Why did you pick the colors you chose for your company image?
Colors become a facet of your brand. They set the emotional tone & play a big part in how people react to your company. Many times it's more subconscious than conscious, but nevertheless colors make an impact.

Listed below, alphabetically, are both positive & negative aspects of the most common colors:

BLACK: sophistication, formality, intelligence, sexuality, power, jeopardy, unhappiness, evil, death, mourning. (A dynamic color that runs to both extremes of the emotional spectrum--from the very positive to the extreme negative).
BLUE: masculinity, calmness, serenity, peace, tranquility, security, balance, orderliness, durability, loyalty, sadness, & aloofness. (One of the most popular colors across the board, but also the least appetizing of all colors & rarely appears naturally in food except for blueberries & some plums).
BROWN: earthiness, strength, quality, reliability, comfort, warmth, security, natural & organic, convention, sadness, depression, isolation, erosion, decay & peril. (The earthiness of this color can bring about positive & negative feelings depending on how it's depicted. It can represent life or death. Individual reactions to this color varies widely).
GREEN: nature, tranquility, soothing, restful, growth, health, cheer, wealth, good luck, fertility sexuality & jealousy. (It's the easiest on the eyes. Also it's very sexual--even M&M candy uses the green to send sexual messages. Guests waiting to appear on a TV show wait in the "green" room to relax because the color is calming).
ORANGE: energetic, excitement, electric, fun, enthusiasm, ambition, flamboyancy, edgy, aggressive, blatant & vulgar. (This sparks more controversy than any other color--people either love it or hate it. It's also one of the most unattractive colors to the eye).
PINK: femininity, love, romance, calmness & hope
PURPLE: royalty, wealth, spirituality, majestic, exotic, unity & wisdom.
RED: energetic, electric, deep, strong, dramatic, intense, emotional, excitement, warmth, comfort, love, romance, eroticism, forewarning, untamed & anger. (The most energetic of all colors & evokes more emotions than any other color. It's attention getting......screams: "here I am!").
WHITE: purity, innocence, contemporary, precision, spaciousness, cold, bland, sterile, emptiness.
YELLOW: cheerful, uplifting, sunny, nature, exiting, optimistic, energetic, frustration, & anger. (While it's depicted to be a happy color, it isn't always so. Ironically babies tend to cry more in yellow rooms & people are most likely to lose their tempers in yellow rooms).

What is your initial reaction to these colors? Do you change your mind after you think about it & associate with what's familiar to you?

Using the color brown as an example, notice how one color can arouse different emotional & rational feelings. When it's used in marketing for chocolate candy, coffee, an architectural firm or a clothing store it can bring about a nurturing sense of comfort, warmth, safety, quality, durability & tradition. Yet, if it's used in marketing in the dental field, a person may feel emptiness, decay, a vast chasm, sadness, loneliness.
Think of a photo or advertisement using the very same shade of brown......a khaki swede couch seems soft, comfortable & secure. A man in a khaki army uniform brings to mind earthiness, ruggedness, rigidity & possibly a sense of danger.

This is not written in stone & as you can see there are many variables that can sway you to one color over another. After reading this, it may help you understand why you prefer certain colors to others.

Do the colors you choose represent your business the way you want to be identified?

Ronni Sherman

1 comment:

  1. I’ve been reading many blogs related to this topic. But I feel your blog tops them all. Thanks
    Color Psychology