The Power of Color in Advertising Part 2
The color blue inspires loyalty. Cool hues are more likely to draw customers back to a store than harsher warm hues, according to research. The color blue can also be used to express other characteristics besides loyalty, such as:
Brands like Ford, Firstbank, Facebook, and Keystone use blue to express these emotions. Brands that use blue convey a sense of trust, peace, and calm.
The color green evokes many emotions associated with our relationship with nature. According to the psychology of color in advertising Green in marketing can evoke similar feelings to a walk outdoors, such as:
Green symbolizes a connection to nature. Several brands use it to evoke different emotions, including Milo, Krispy Kreme, Spotify, So Fresh, Fidelity Bank, Glo, 9mobile, etc. . The color green evokes a sense of growth, health, and loyalty for brands using it.
In branding, yellow is often seen as cheerful. Yellow can be used by companies when they want to convey:
Mtn, BIC, Shell, UPS, Tastee Fried Chicken (TFC), and Snapchat are just a few brands that use yellow as a primary color in their marketing. For brands that use yellow, it evokes a feeling of happiness and warmth.
In contrast to gray, black is a popular choice among brands across multiple industries. Black evokes a wide range of emotions depending on an individual’s personal preferences. There are several characteristics of black that brands play up, including:
Nike’s signature swoosh is black. Other brands that utilize the tone in their logos include Gucci, Puma, Innoson Motors, Sony, Prada, and many more.
Although it is not usually included on the color wheel, white is capable of evoking plenty of emotions. In contrast to darker colors like black or blue, white has a unique power because of its lack of color. Feelings evoked by white include:
BBC, Cartoon Network, Chanel, and Adidas are a few brands that use white in their logos and branding to add drama. Brands that use white convey a sense of purity, cleanliness, and humility.
The color orange is commonly associated with characteristics such as:
Orange is a color that captures our attention. That is why we see it a lot on road signs, especially in construction zones or on signs warning of hazardous situations. Some brands use orange to inspire creativity and adventure in customers, including:
- Dodo Pizza
For brands that use orange, it evokes an air of creativity and adventure.
Mistakes to Avoid with The Use of Color
Avoid these mistakes in the use of color in advertising:
- Dark on dark or light on light. If what you are attempting to communicate can’t be seen clearly, the communication is frustrating and wasted.
- Neon or saturated colors that may clash or appear to vibrate. Too much “shock value” in attempting to capture attention will backfire into less interest and attention.
- Use of too many colors. Excessive use of color may render advertising elements harder to read, confusing, or less interesting.
- Failing to use white. White adds balance to other colors and can enhance readability.
Brand identity and reputation are crucial in advertising. Since a company’s logo is the first thing people see when searching for it, using the aforementioned advice can help you choose the right color to improve your brand’s identity.