Effective Use Of Color In Design.

March 17th, 2009  |  Published in Professional Marketing

Everyone knows the importance of red to Coca-cola, brown to UPS and pink to Mary Kay, but color is important for more than logos – color is an emotional tool that effects us both mentally and physically.  Red can actually make the heart beat faster, raise the blood pressure and stimulate the pituitary gland. A recent study proves what advertising experts have known for years about red –  that it makes men feel more amorous toward women and willing to spend more money on us.

skin-bookmdSome companies give little thought to color selection. Some select colors for their advertising based on the CEO’s personal preferences or let printing costs drive their selection. In the example shown here they probably saved money by using the company’s two logo colors and black. Unfortunately the logo colors are green and blue which create very disturbing skin tones. When you read the text you’ll discover that the photos represent patients that have used the company’s line of skin cleansers and moisturizers. Hmm. Wouldn’t you prefer to see healthy, glowing skin?

Never use green, blue or red for skin tones unless using them for their psychological impact. Use green skin tones for illness, blue for death and red for embarrassment or pain. With studies showing that nearly 80% of consumer purchasing decisions being based on color and packaging alone, shouldn’t we give color selection the respect it deserves?

TIP: Expect brilliant, sunny-yellow Mimosa to be popping up. The Pantone Color Institute has forecast it as the 2009 color of the year!

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