Meanings and Affects of Color

Did you know that the colors you choose for your marketing
materials affects the impact they make on your target market?
It’s true. This issue interested me when I was designing a label
for my Chinese client Sue. I was having difficulties with the
colors she preferred and she was having with mine. I decided
to do a little research on this and found out that colors act as a
sort of non-verbal communication. They also contain symbolism.
I recommend everyone in your marketing pieces, it is helpful to
keep in mind how the eye and the mind perceive certain colors
as well as what the meanings are that we associate with each color.
Sometimes colors create a physical reaction. For example, it is
believed that red raises blood pressure and blue is known to create
a calming effect. In some cases, colors have a cultural meaning. For
instance, in the U.S. white is used for weddings but in some cultures
it is the color for funerals.
In order to find a good color sets of colors that produces the best
impression, we need to choose a base color then see which colors
can match with it and which can’t. Some combinations are
uncomfortable, or disturbing, while others are pleasant.
Primary colors are seen as simple and direct. So they would be good
to use for projects such as for preschools, kids’ stores, etc.
Bright secondary colors can convey action and excitement. They
would be great to use for sports brochures, restaurants, food, etc.
Deep hues of violet, gold, silver, etc. are used by marketers to convey
richness and security.
Colors often have different meanings in different cultures as we
discussed before. If you will be working with a client from another
ethnic group, it would be beneficial for you to do a little research to
find out what colors mean in that society.