What do you think of when a specific color comes to mind? Does blue make you think of sadness, the sky? Does white make you think clean, blank? Colors are an important part of every day life and they are something designers and advertisers must think about when they are producing a print advertisement. Designers of print ads might look at colors different than viewers, but their goal is to get the message across and make the copy more enhanced by the elements.
Every color suggests something in the advertisement; listed below are common colors seen in print advertisements and what they suggest.
White: Cool, Pure, Clean
Black: Strength, Unknown, Heaviness
Blue: Royalty, Formality
Red: Heat, Excitement, Love, Passion
Orange: Warmth, Power, Fall
Yellow: Bright, Refresh
Advertisers can use color to try and evoke emotions out of viewers, which allows them to gain a connection not only to the ad, but to the brand as well. This is important because this helps the brand become recognizable to customers, which can lead to brand loyalty.
Colors can stand alone, work well together (with the correct tones and hues), and also make a black and white advertisement easier to read. Using color in a black and white advertisement has shown an increase in response and sales for that product. Black and white advertisements still exist but full color grabs attention of more people so that is why advertisers use more color.
Color is complicated, designers need to make sure to use the right tone, the right hue, the right contrast. Designers must make sure not to use too little color and make the advertisement dull, they also cannot use excessive color to distract from the copy. Too many colors or even pictures could make viewers distracted and they may not even read the copy. Balance is important between the copy and design, color is a major consideration that must be taken.
A great place to find out more information is from this book I found online: http://www.patsula.com/books/gb60.pdf
No comments:
Post a Comment