Using Color Combinations For Message Enhancement

In our last newsletter, Michelle Stanish from mpression graphics gave us some good information about basic color choices. We talked about was the way colors can enhance a message by evoking emotions and that certain colors can either excite or turn off target audiences. Many of these same issues apply to combinations of two or more colors. Very, very few web pages, printed materials, or other communications are monotone, of course. This means selection of multiple colors give an almost infinite choice of ways to enhance a message.

One problem with selecting color palettes is that colors can deceive the eye. When two colors are placed next to each other, they modify how you perceive them. A neutral gray can appear greenish and dark next to one color, but brownish and pale next to another. Taking advantage of effects like this can help create a mood, such as dim evening light or bright noonday lighting. These effects can also suggest emotions or supply connotations that can enhance a message.

Some classic color combinations that are good are:

• Orange , yellow, violet, and green i.e., "kindergarten colors," are a good basic combination for anything directed at young children
• Dark, solid reds, blues, and browns are lend appealing solidity to messages aimed at a senior audience, but remember to ensure very high contrast for any text
• White, pale purple, and pink are stereotypical colors for marketing to women, but are still often effective
• Green, white, and brown are basics for anything you need associated with environmental or ecological causes
• Strong impact colors like red, orange and yellow, usually combined with black, are eye-catching indicators of safety or danger messages
• Green and white, blue and white, and red and white are all often used to communicate for health or medical reasons
• Blue, orange, red, yellow and white form a warm calming palette great for travel-related messages

So where can you find good palettes that will enhance your message? There are some good web tools out there that can take a pleasing photo and generate a palette for you, including hex codes for HTML specification. Color Hunter (www.colorhunter.com) and DeGraeve Color Palette Generator (www.degraeve.com/color-palette) are two such tools. Color Hunter allows you to select images on the web or upload your own, while the DeGraeve tool generates both subdued and vibrant palettes from the same image.

The Big Dogs of Marketing will be discussing more about website improvements in our next issue, which comes out the third Tuesday of every month. We'll see you on February 16th.