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Use of Color in Advertising Part One

Color isn’t the only important element in your advertising, but it is the first thing that people see. It can leave a lasting impression on them. Colors subconsciously affect the moods of your target market. Which, long term will affect your business. Most people buy based on emotion, then justify their purchase with logic. You want to choose the color/colors to set the mood for your target market. There isn’t a right or wrong color, just colors that are more suitable for the message you wish to convey. Be certain to choose colors that will get you the response you are looking for!

Part one of our Color in Advertising series will cover the colors red, green and blue. Below are some examples of how each color subconsciously may affect your target audience.

Red is an emotionally intense color. It increases respiration rates and raises blood pressure. It is associated with danger, energy, strength, power as well as passion and love. It is a highly visible color. It enhances text and images making them stand off the foreground. The color red is used as an accent color stimulating people to make impulse purchases.

Green is an emotionally positive color. It is the color of nature. It’s associated with safety, growth and prosperity. Green suggests stability and endurance. It is the most restful color to the human eye. In advertising green is used to promote the safeness of medical products. Darker greens are associated with money and are used in the financial market.

Blue, the color of the sky and sea has a trustworthy, dependable feel. It is often associated with trust, loyalty, intelligence, faith, truth, and heaven. Blue is considered to be beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is associated with tranquility and calmness. According to studies it is a masculine color and is highly accepted among males. Dark blue is associated with depth, expertise, and stability. Blue suppresses appetite so avoid using it when promoting food and cooking.

For more information on how color can affect your advertising contact the team at Midwest Marketing!

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