Green with Envy? Seeing Red? Tickled Pink? Say it with Color.
Did you know the Russian word for “red” and “pretty” is the same word? Humans place a great deal of importance on color. It sounds simple but the way you use color — in your store, packaging, branding, ads — can greatly impact how customers relate or even feel about your store. Jewelry is sold through emotion — and color evokes emotion. Think of selling colored gemstones without showing the gemstones.
What does the color you choose actually say about you? When choosing colors for internal or external marketing, here are some considerations about a few popular colors:
Red makes a bold statement. Think of the ways red is used: stop signs and fire trucks. Red is also thought to create a hunger response. It is no coincidence that many restaurants use red in their logo or decor. Think of the logos that use red: Xerox, Coca-Cola, YouTube, Target, and Dow. People also relate red or shades of red with extreme emotions such as passion or anger. Red can be too intense for a very small space. Relaxing, calming colors that make someone want to browse are best.
Pink is for girls, not for women. According to Mediapost.com, 5 Ways to Engage Women (And Moms) Online by Tiffany Jones, lavender and pink are the last colors women would chose. Pink tends to be associated with little girls and the overuse of pink may offend the female consumer.
Blue tends to have a more passive and calming appeal. Shades of blue (and green) have a soothing quality. Think of the calm hue of Tiffany’s blue. Many hospitals and spas take advantage of the calming effect of the color — from interiors to clothing (picture scrubs). Blue is also associated with high tech and is often used to represent technical or complex items. Consider the logos of Best Buy, Microsoft, Ford and Honda.
Green is such a natural color that it relates easily to people. Green relates to nature, and is a great color to use if you want to look eco friendly, but green also relates to money and wealth. It’s no surprise it’s the primary color choice of Rolex. Shades of green along with light shades of blue can evoke a calm or peaceful feeling.
Yellow is bright and vibrant, the color of sunshine — and it is instantly noticeable. Yellow calls for attention. Highlighters and sticky notes are great examples. Therefore, yellow should not be overused. Shades of yellow can appear drab and large amounts of yellow can become overpowering. In interiors, yellow can cast an unflattering tone on diamonds and metals.
Orange is good to use when indicating a discount or sale. Falling in between yellow and red, orange is attention getting. However, people do not tend to associate orange with high-end or luxury products. Like red, orange is often used to invoke a sense of hunger.
Purple is alluring, mysterious and high class. Long associated with royalty or richness, purple is still used to invoke thoughts of high class, quality merchandise in the minds of consumers. Consider the purple used in the Hearts On Fire® brand.
Brown is a favorite among men, along with blue and black. Brown tends to convey a sense of dependability and trustworthiness in ads aimed at men. Roberto Coin has built their brand on a rich shade of brown. Neutral yet elegant, brown is particularly popular currently.
Black is always in style. Consider the phrase “[Insert word] is the new black.” It denotes a current “must have” fashion trend. Black is seen as stylish, sexy, elegant and powerful. Men respond well to black in high-end advertising because of the exotic overtones associated with black. Diamonds are often photographed and displayed on black for this reason. Black should not be the primary color in store interiors.
Have a question about color? Contact creativecats@fruchtman.com.
By Tony Schmenk on September 15, 2009 :: Filed under Act,Inspriration Zone
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