Choosing Color

Color is awe-inspiring. Most shoppers make purchases based on colors and appearance. They make subconscious judgments based on these two facets right away. Are you ahead of your competition? Let’s take a look…

First, be aware that color is associated with emotion, symbolism, and cultural meaning. When you add color to a design you will hold your audiences attention longer than a black and white design. Color will convey a message. Let’s take a look at some known color perceptions:

• White: Purity, Clean, Peace
• Red: Action, Energy, Danger
• Orange: Affordable, Youth, Fun
• Yellow: Caution, Warmth, Happiness
• Green: Health, Nature, Renewal, inexpensive
• Blue: Dignified, Creditable, Serene, Sad
• Purple: Spiritual, Sophistication, Mystery, expensive
• Brown: Earth, Calmness, Masculine
• Black: Classic, Formal, Conservative

Color is personal and subjective. It is easy to lean towards your personal color preferences when choosing color for your design. Remember, your design needs to convey your message to your audience. What colors will speak for your brand? Choosing colors can be as easy or complicated as you make it.

For example, look at your company profile. Are you an organic company? Then, lean toward the natural colors like browns and greens. Green is associated with health and nature. A financial company will prefer blue because of its sense of tradition and reliability.

Be mindful to steer clear of sending conflicting messages to your audience. And, be sure to take the time to consider the meaning behind your selections.