The Power of Color in Advertising

There is a study of psychology that focuses on the powers of color in marketing and advertising. Certain colors typically emote certain emotions so it is no surprise that the following colors create such an intense impact on the advertisee.

 

RED

Typically signifies danger or intense emotions→ therefore used to display extreme and strong messages. Ads that are in red typically use more urgent wording as well.

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ORANGE

The combination of red and yellow displays softens the “dangerous” edge of red by mixing it with the exciting and joyous tones of yellow. Orange is often used by advertisers looking to appeal to a younger market because the color displays a sense of thrill, a mix of danger and excitement, and these characteristics tend to appeal to younger, more adventurous/energetic generations.

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GOLD

Gold is one of the most expensive common metals so it’s no surprise that it is associated with wealth and prosperity. Gold works best for advertisements when the target client is on the market for a high quality, higher end product because it aligns with their end goal.

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YELLOW

Typically associate with energy, joy and the sun, yellow is a playful color. It is often used and most effective in children’s advertisements because it draws the attention of youngsters with their creative and curious minds.

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GREEN

Green is commonly associated with the Earth and is therefore used by many brands to display a message of health or natural benefit. Green is also the color of (American) money and is therefore also associated with stability and comfort.

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BLUE

Blue is most seen in the logos and advertisements of large corporate brands and companies because blue evokes a feeling of trust, success and loyalty. This notion of blue representing these qualities has many origins, one of them stemming from the term “blue blood.” Throughout history, blue has always been associated with the rich and the royal, those of whom are usually the most financially and socially stable.

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PURPLE

From the mix of success and loyalty of blue and the urgency of red, comes the edge and elegance of purple. Purple is often used by beauty and luxury brands to show that their products and services are both trustworthy and exclusive.

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PINK

A traditionally feminine color, pink is often used on products and services targeting women to evoke feelings of delicacy, vulnerability and gentleness, as these traits are typically associated with females.

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BLACK & WHITE

The most conservative of all colors, black, white and any shade of grey is typically used to depict traditional values and neutrality. These colors are best used by law firms, accounting firms and any other sort of business whose job is to act as a mediator. It is also commonly used in ads that are depicting a more serious tone.

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Written by @GraceMaxExpo

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