Colours play an integral part in the world of advertisement. Unfortunately, they can be used to manipulate the audiences and control their reactions while provoking a certain type of behaviour. In this article, we will explore the different types of colours and how they can be utilised in print advertisement:
Bright and Warm Colours:
Colours such as Red, Pink, Orange, Yellow and Beige are extremely important in the world of print advertising as these are active colours which are eye-grabbers and when used in a friendly way they do produce positive emotions such as courage and valour. Though red is a sign of danger universally, this is also one colour that infuses a lot of energy in an individual and fast food brands often prefer using it in their advertisement as it does make people hungry. One of the biggest examples of this is the American burger chain McDonalds, which not only uses the red colour in it’s logo, but also ensures their flyers are printed against a red background as well. These bright and warm colours do make objects look significantly bigger and one must be aware of this when using them with subdued colours.
Dark Colours (Cold) :
Colours such as Navy, Green, Turquoise, Blue and Violet give the vibe of stability and assures one of quality. Hence, these are primarily used in print advertisement for companies that project themselves to be ambitious, hardworking or associated with nobility.
Dark Colours (Warm) :
Colours such as Purple, Brown and Gold are often associated with items of high value, luxury and classic traditions. Hence these are used for printing advertisements which have a niche target audience and require a high stress on novelty.
The key is then to determine who is your desired clientele and then what colours do they prefer. Nothing of course is guaranteed as the human is a very complex creature who will bring their own set of emotions to the table, however general rules can be followed to good effect.