Colour Theory and Advertising

Colour theory has been scientifically proven to be an effective method of targeting an audience. Colour stirs emotions, and the feelings created depend on the colours used. Black for example, causes depressive reactions, whilst yellow can bring joy and happiness. The use of colour theory in printed business material can greatly enhance promotional tools.

1.      Colour theory is psychologically valid.

Colours can powerfully affect the emotions. A brightly coloured room will cause a happy feeling, whilst a darker room produces a feeling of doom and depression. In a similar manner, the use of different colours on advertising material produces emotions of happiness or sadness in a consumer. Therefore the intelligent use of colour in advertising enhances promotional material.

2.      Targeting of colour theory

The use of colour in advertising material should be targeted towards the market. An inappropriate use of colour in printed material could decrease sales. For example, the overuse of black in a toy catalogue could repel consumers. In this case the use of cheerful colours such as yellow or orange would be more market appropriate. Targeting of colour in promotional material is therefore very important when developing advertising.

Different colours have been shown to produce different emotions. Therefore the careful use of colour can produce desirable emotions towards a product or service in a consumer.

3.      Blue creates an image of reliability and stability.

The colours used in advertising can produce emotional associations with products or services. The use of blue in advertising for banks and businesses can associate the company with reliability and stability. Dark blue in particular, seems to create an impression of professionalism and solidity. Use of this colour for the promotion of financial institutions is an effective way to incorporate colour theory into advertising.

4.      Yellow means happiness

Yellow is a bright colour which produces images of sunlight and happiness. It is a good colour for companies that produce goods for younger people. The use of yellow in a catalogue for a toy company would be an effective use of colour theory. The yellow would attract younger people and their families by its promise of happiness.

The combination of yellow and green is also one which creates a positive feeling in a consumer. Many health food producers will use this combination in their promotional material. Green is   associated with nature and in combination with yellow creates happy and healthy emotions.

5.      Red is dynamic and energetic

The colour red is associated with energy and excitement. It is a useful colour for a business that sells to younger audiences. Some examples of businesses that can use this colour are computer games manufacturers or fun parks.

Colour theory can differ because of cultural connotations. For example, the colour red is a lucky colour for the Chinese. Due to this it is often used to promote gambling companies in Asian countries.

6.      Pastel pink for younger women

Pastel pink is attractive for younger women. It has associations with softness and warmth. Pastel pink is often used by make up or perfume companies to appeal to this target audience. Many older women are not attracted by pastel pink. Marketing for this audience should consider this fact.

Colour theory when used intelligently can greatly enhance the potential market for products or services. Associating a product or service with an appropriate colour will enhance its attractiveness and increase profit.