Using Color For Impact

So far we've been mostly talking about two things in these newsletters: technology and words. There is, of course, a third component to every effective websiteor other marketing message: graphic elements. In this issue, Michelle Stanish of mpression Graphics gives us some basics about the use of color.

Color is one of the most basic tools in the graphic designer's toolbox. Selecting the right color for the graphic elements of a message is part of good communication. Colors affect our emotional responses to a message or convey messages, even if we are sometimes not aware of it.

Color design has to consider multiple things: the target audience, reactions evoked by a color, how one color affects another when used together, and associations that color evokes. What works for one audience, for example, will not work with another. A classic instance of this is how one group will perceive a bright color combination as exciting and inviting, while another will perceive the same combination as juvenile and amateurish.

Another major factor that a designer considers is the cultural meanings of color. These meanings are taught to us from the time we are very young - even a child knows red means stop and green means go. Depending on how well colors are selected, the graphic elements of a marketing can either reinforce or undercut the message conveyed.

Some associations that colors you may consider using are:

• Red - considered the warmest and most energetic color, conveys strong meanings like danger, warning, strength, enthusiasm, desire, etc.
• Orange - another warm color but one that evokes either strong positive or strong negative reactions, so should be used with caution
• Yellow - the color that appears brightest, saturated hues are associated with enthusiasm and happiness while muted ones with jaundice and dishonesty
• Green - a relaxing color that is easy on the eyes, associated traditionally with both nature and wealth, now often used to promote "environmentally friendly" or medical products
• Blue - the coolest color is also considered both calming and businesslike
• Purple - combines the coolness of blues with the energy of reds, bright versions are linked to youth and fun, deep versions are linked to wealth and nobility
• Brown - a very neutral color used to convey "earthiness," either in terms of stability or in terms of natural and organic concerns
• Black - the best color to add for contrast, on its own can communicate negative emotions like evil or absence of light or positive emotions like authority and elegance
• White - the balancing color and also the color that provides a negative space for other colors to work in, evokes simplicity, purity, cleanliness and innocence

The Creative Marketing Alliance will be discussing more about communication in our next issue, which comes out the third Tuesday of every month. We'll see you on January 19th.

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