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USE OF COLOR IN ADVERTISING PART TWO

Part two of our Color in Advertising series will cover the colors yellow, purple and orange. Just reading those colors, I imagine you have already associated it with something familiar to you and you are thirsty for an orange Fanta right about now, ok maybe that’s just me.

The power of color is, well, an advertisers’ spectrum of opportunity. Color directly affects the spontaneous decision making section of our minds by tapping into our senses, memories, identification and judgments of that brand within 90 seconds. It’s all about color choice and how well it is used to gain brand loyalty.

Go outside and breath in the air while that big yellow light in the sky warms your face. Bet you feel like smiling, right? Yellow captures our attention more than any other color. It is the color of happiness, and optimism, of enlightenment and creativity, sunshine and spring. It is the most visible color on any color wheel, which is probably why the human eye processes yellows first. Exuding optimistic and youthfulness, yellow often grabs the attention of window shoppers. So embrace the luminous side of life with rays of yellow!

Love it or hate it, purple is the most powerful wavelength of the rainbow. Purple is a rare site in nature, which gives it a supernatural energy. It is sophisticated yet mysterious. Variations of purple convey different meanings, for example: light purples are light-hearted, floral, and romantic. The dark shades are more intellectual and dignified. Regardless of your feelings, purple evokes a feeling of creative, imaginative, and wisdom it is also used to sooth and calm. The right shade of purple is often seen in beauty, anti-aging products. Balance your mind and calm your nerves because purple is the hardest color for the eye to discriminate.

“Orange is red brought nearer to humanity by yellow,” Wassily Kandinsky. Orange is vibrant, hot, healthy, friendly, cheerful, engaging and confident. This polarizing color brings its own call to action, no matter what shade is used. Darker oranges offer a sense of comfort; some are spicy, some are earthy. Lighter oranges are soothing and healthy. More often this secondary color is associated with changing of seasons, earth and autumn, representative of change and movement in general (becoming greater than, if you will). Here at Midwest Marketing our orange is commanding attention without being overpowering, giving a friendlier and inviting relationship to our clients.

If you’re looking to make your ad’s eye catching and attention grabbing contact the team at Midwest Marketing. Our design team can make your ad pop in all the right ways….and colors.