When it comes to using color in your marketing materials, it is both art and science. Creative Two Sister Karen Loehr and my recent interview show how color affects the emotions and behavior of your target audience
This is not a message that you think of and want to support that color.
It's tough. :
Marketing strategy Marketing market
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Kelly: Why should we take color into consideration when it comes to marketing?
Karen: Actually, let's back it up. Color is our view of the world – it is instinctive, human, and intrinsic to who we are. So we have emotional and unconscious responses to different colors. This is what is important in marketing-emotional response-and color is part of it.
Kelly: So we are responding to logos and websites based on color and do not know it?
Karen: Yes, and there are also scientific ways of thinking about colors that help elicit a specific response. For example, considering the color wheel, there are warm and cool colors. Each sound is reflected in the trigger and not when it is: temperature is positive response, acquisition is calm response.
Marketing do a good job message? Natural warm colors like red and yellow (think sun and fire) show action. When you see or feel a fire, you will be drawn into one of the dangers of a sign. In any case, the unconscious message is "Act now!"
On the other hand, cool colors do not elicit action – they call calm, calm, stability (like our earth and sky) – so the message "quiet the viewer" or Blue and cooler colors are good if you try to give a sense of timelessness.
And there are all the variations – combinations of the three primary colors – it is very complicated when it comes to our unconscious response. An interesting example is how Pink is used in prisons to stimulate more human responses.
Let's apply this to marketing What color impact on brand-identity-marketing message?
Karen: Marketing is looking to connect with your audience. So it's important to include some form of warm tone to help people feel comfort, and bring the sense of humanity. Even if you go after an industrial or calm feeling, you have to warm cool neutral with something warm. Black, gray and blue tend to be very cold and sterile. You can completely change your logo or identity trigger simply by adding a warmth factor.
Because it means action, you see a lot of red in the logo. Working outside of the primary colors (other than red, yellow, blue) gives you a more complex and complex feel. So it's orange and warm, but it doesn't look good on the edge. And purple is very complicated – it is warm and cool and can be shifted according to light and other colors.
Kelly: What advice do you have for how to use color in marketing materials? Where and when is it important to pay attention to the colors?
Karen: Clearly the ones with color matters --- are focusing on those early days. I am the person. It says if you can combine modern and hip, cool and industrial, warm and humanistic, intellectual and solid, stable and traditional ... and things like you are selling to the federal government, as you Can draw "intelligent and stable" using blues and gray ... but you
Meanwhile, the Asian antique company in the city is completely different – we look at the tone of the jewel as a nod to the oriental, it makes hip and urban, color ski
Color is a fairly cheap way to make a statement. For example, a bright red postcard with a large font type is more likely to pick up a gray blue one. Using hot colors-and much of it-may be all the designs you need. Now this does not work for Hip City Spa, so you need to keep in mind what you are selling. If you sell "calm" – bright yellow is not the answer. However, warm colors like beige are mixed with the silence given in gray and green.
Kelly: That's why I'm always looking for customers who want to use the Ichibodo Tokyo Tokyo Marunouchi store, so it's a nice color to make it easy to use. Karen: I do not think Blue is the only color on earth! Really, it is a safe color ... it is everywhere around us ... in large quantities – sky, sea. So there is a comfort level of it. I also think that people are afraid to take risks. But if you think about a highly successful company that has taken a big risk of color, think about UPS. No one was back in the 60s using Brown for their logo! SMEs are like this.
Small business reasons to take more compelling color risks-your logo or business card need to do a lot of marketing work for you
Kelly: You want to share what we are showing what you are talking about, do you have stories or examples? .. maybe customer success-stories or unexpected results?
Karen: A couple comes to mind. One is the color of TurningPointe. I pay attention to the off-hand comments-I wanted to combine your pink warm brown palette with the temperature swings that you play with and to joke about using pink and black to reflect your background in ballet is. Your pink and brown are much warmer and human comfort. We are developing in popular colors such as this.
Another example is that we have just made a wild, hot color trade show booth, for a conservative audience ... but they are cold and in tough conference rooms they really are in your face Yes, it was wonderful people just gathered at their booth and worked.
At that time also from the adjustment color is purely cold production – it is summarized in warm color by addition. I think it is the difference in the design, layout without change.
Kelly: Where can people go to learn more ... having a favorite website or resource?
Karen: Go to Pantone.com-This is the industry standard for color, period. The Pantone Institute has lots of useful resources and articles. They should also be able to look at color predictions and remove the tendency of predicted colors.
Kelly: Any final thoughts?
Karen: I trust your instincts. There is science in color, but it is not complicated. It is also ok to choose a color, because you love it and it makes you happy. Color is to bring out the hidden human emotions. So pay attention to yourself when it comes to choosing a color.
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