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| Guest Column: Common Colours |
| Written by Karen Saunders | |
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Colour is a magical element that gives feeling and emotion to art,
design, and advertising. By understanding colour meaning, (or the
psychology of colour) you can choose the right colour to support and
emphasize your design.
Colour is a magical element that gives feeling and emotion to art,
design, and advertising. By understanding colour meaning, (or the
psychology of colour) you can choose the right colour to support and
emphasize your design. A dominant colour or overall colour scheme can determine the tone of your document. Certain colours will help your product, corporate document, or advertisement attract specific target audiences and evoke desired responses. The information below provides generally accepted guidelines on the symbolic meanings of colour and how you can use colour more effectively in your marketing pieces. The meaning of the colour yellow (including coral, orange, amber, gold) What it symbolizes: energy, caution, warmth, cheer, joy Yellows are often associated with the following characteristics: homey, friendly, soft, welcoming, moving, excitement, or adventure. Good for press kits, stationery, and shopping bags. Use yellow for signage in work situations warning of danger. Yellow is also good for any project that needs to evoke feelings of lightheartedness, humour, or friendliness. The meaning of the colour red (including mauve, magenta, crimson, scarlet, poster red) What it symbolizes: power, romance, vitality, earthiness, energy Reds evoke highly charged emotions such as aggression, danger, or love. Red makes us pay attention and catches our eye immediately so use reds on items that need to grab attention. In the financial arena, red symbolizes a negative direction. The meaning of the colour green (including lime, leaf green, sea green, emerald, teal, sage) What it symbolizes: life, foliage, grass, trees, water Greens are sensuous and alive. Green is associated with the following characteristics: friendliness, dependability, freshness, non-threatening, safe, secure, healthy, strong, expensive, and primitive. In the business world, green symbolizes growth and prosperity. The meaning of the colour blue and purple (including sky blue, ultramarine, violet, purple, azure) What it symbolizes: peace, law and order, logic, analytical, intelligent, honest, calm, clean, good will, tranquility, compassionate, serious, thoughtful, quiet, reflective, regal, classic, dependable, trustworthiness, tradition, magical. Blues are often used for older, more mature audiences and situations. Blue is common in financial institutions, hospitals, and legal and medical professions. Purples have long been associated with royalty, magic and power. Purples are often used with feminine, rather than masculine designs. Make sure the colours you use in your marketing materials attract the attention of your target market. Check colour resource design guides or swatch books to discover what colour combinations work best to make your designs pop. Karen Saunders is the owner of MacGraphics Services, a unique design firm for today’s entrepreneur. Whether you outsource your promotional pieces or are a do-it-yourselfer, Karen takes the mystery out of marketing. Learn the Top 5 Mistakes that can cost you money by signing up for her free e-course, available for a limited time. To take advantage of this e-course and find out how easy it can be to attract more clients, http://macgraphics.net/FreeStuff.php. You can also contact her at 888-796-7300, or This e-mail address is being protected from spam bots, you need JavaScript enabled to view it |
