Colours - we love'em!

Published: Oct 18, 2017

Colours play a major role in the printing world and often have a great impact upon the manner in which customers react to your printed marketing literature. Some colours are synonymous with particular feelings.

How people respond to colours:

Warm colours

Red is associated with a raised heart rate which points to several different emotions: passion, energy, danger and aggression. It covers a spectrum of emotion but tends to dominate, so be careful when using it. Red is very popular for sales and offers as it’s attention grabbing. Red is also a popular colour for the automotive, technology and food industries, but is unpopular among finance, energy, and clothing companies.

Orange is another colour that evokes a sense of energy, particularly heat and warmth. Picture the sun or a blazing fire. Orange has the brightness of yellow and the energy of red; it’s a colour for fun and excitement. Orange is popular in the health and technology industries, and unpopular in finance, clothing, transport and energy industries.

Yellow is a difficult colour to work with in print. It’s an optimistic colour associated with the sun and works well with red, especially for promoting offers and sales. It’s eye-catching. Very popular in the energy, food and household industries, but unpopular for technology and travel.

Pink has very strong feminine qualities and is usually used to target young girls and women. It’s a calming colour, evoking romantic notions, associated with flowers and hearts. Pink is powerful for clothing and beauty industries, especially for younger women, and has recently become popular in automotive and travel sectors.

Black is a surprise as a warm colour and adds elegance and sophistication to a design. Its associations with power, wealth, and luxury make it excellent for luxury promotions. Black tends to be the main colour on flyers for clothing, jewellery, and luxury cars. Black isn’t as popular for health and energy.

Cool colours

Blue is a very popular brand colour, especially in print and on social media. It’s calming and associated with the ocean and sky. It evokes a feeling of security and trust and is extremely popular in corporate, financial, and technology sectors.

Purple is a regal colour associated with elegance. It’s soothing and creates a nostalgic feeling that is very powerful. It can add a touch of pure elegance to your flyers and is very popular in the beauty and health industries but is unpopular for agricultural and energy businesses.

Green is a fresh and healthy colour carrying associations of wealth. It’s easy on the eye and effortless to process, making it very relaxing. It’s incredibly popular among health brands, particularly pharmacies.

White is one of the most enduringly popular colours in print. It works well with virtually every other colour but is best avoided when using pale shades, particularly those of orange and yellow. It represents purity and cleanliness, and as such, it can feel clinical. Popular in the wedding and fashion industries, it has recently enjoyed a surge of popularity in technology and automotive sectors.

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