Advertising Power of Colour

Specialists from marketing departments and creative agencies do not have an easy task these days. Thousands of advertisements, both those on radio or television, aimed at mass recipients, and those destined for an individual recipient, for example, placed on leaflets or in newsletters, fight for the consumer's attention. In addition, the recipients of advertising can be completely accidental - they are not looking for promotional banners on the website, nor are they switching radio stations in search of an advertising spot. Therefore, in most situations, consumers do not pay much attention to ads.

It turns out that the recipient of the advertisement placed in a magazine or newspaper looks at it an average of two seconds, in addition, it does not analyze it only briefly "scans". The situation looks similar in relation to large format advertising. So what to do to pass as much information as possible to a potential customer in such a short time? This question has been bothering marketers for many years. It is not enough to fill the content of the promotional message, on the contrary - in most cases, it is recommended to save data. One of the most effective ways to create a specific image in the recipient literally in a fraction of a second is to influence the subconscious. How to achieve it? Among other things, by choosing the right colours!

Colour is more important than you think!

Currently, companies promoting their products and services use colours very competently in their advertisements. And this is not about the right composition, but this one is also very important, but about the psychology of colours. It turns out that each colour interacts subconsciously with our psyche and nervous system. By using colours, the creators of ads can, to a certain extent, influence our purchasing decisions, create a planned image and evoke specific emotions. That's why so much attention is paid to appropriate colours in building brand awareness and designing advertisements.

The right colour for the right effect

Everyone probably noticed that our attention is best attracted by red subtitles, but do we wonder why this is happening? And what does the rest of the colour look like? There is a canon of colours most often used in advertisements, associating in a specific way and showing a specific impact on the recipients.

One of the most important colours used in advertising is red, because, like no other, it attracts attention and makes you pay attention to yourself. Why? Because it is associated with very strong emotions. Depending on the method of use, it can evoke various associations, such as love, desire, eroticism, excitement, and energy, but also anger, aggression, and danger. The red colour also stimulates thirst and appetite, hence it is so eagerly used in the catering industry - it is used by global brands, including Coca-Cola, McDonald's, Pizza Hut, KFC. Interestingly, this colour affects not only the human psyche but also the functioning of the whole body. Studies have shown that looking at the colour in question causes an increase in blood pressure, acceleration of breathing and heart rate, as well as an increase in eyelid blinking frequency. It may be a remnant of ancient times when the primitive man at the sight of blood had to be ready for danger and make decisions quickly enough. That is why, when we see the red colour, we can be excited and ready to act. This is why he is so eagerly used when displaying the "promotion" and "discount" subtitles and phrases calling for action (so-called: Call to Action).

When thinking about blue, we will almost certainly imagine a calm sky or sea. No wonder then that this colour is associated with bliss, stability, and calmness. Interestingly, in contrast to red, it lowers the appetite, which very rarely meets him in restaurants and bars. Using the blue in the advertisement, you can show confidence, reliability, and stability as well as cleanliness and freshness, but also cold and cool. Considering the above associations, we can understand why this colour was chosen by some financial institutions or companies producing cleaning products and personal care products. The blue colour can also be associated with creativity, knowledge, and innovation. That is why we will find it in the logotypes of the largest brands from the broadly understood IT industry, and let us use Dell, HP, Twitter and Facebook for example.

Next to red, yellow is the most eye-catching. Hence its presence on warning signs and its use in packaging of products that are to be quickly perceived by consumers. What can this colour be associated with? Most people will answer that with the sun, and consequently with warmth, happiness and the will to live. After all, on a clear sunny day, each of us has a slightly better mood and a more positive approach to life. Therefore, when used in advertising, it will arouse optimism, good humor and willingness to act on the recipient. In addition, the yellow colour, like red, stimulates the appetite. This is precisely the combination of colours used in the logotypes and advertisements of companies from the catering industry, such as McDonald's, Lays or Burger King.

The green colour is naturally associated with nature, freshness, and ecology. That is why it is so often used by producers who want their products to be associated with nature. This is the reason why the advertisements of some beverages or groceries are filled with greenery. For the same reason, it is the perfect colour for companies related to energy saving or recycling. Green is also used in advertising and visual identification of some banks and institutions in the financial industry. Companies in this sector use it to inspire customers' trust and loyalty. And all this because of the connotation of this colour with security, stability, growth, and money.

In our society, black has strong links with mourning, sadness, and death. He often accompanies depressing moments and this is the kind of feeling he can cause. This is why it is often used in social campaigns on significant problems - driving under the influence of alcohol, domestic violence or alcoholism. In this case, black emphasizes the importance of the problem, tunes to thoughts and warns of the effects of risky behavior. In commercial advertising, the situation looks completely different. The discussed colour is used there to emphasize the class, elegance, and luxury of the presented products. It indicates sophistication, charm, mystery, and elitism. That is why black is eagerly used in advertisements of prestigious fashion brands, perfumes or luxury cars. Is it not just that the advertisement dominated by the black colour is perceived by the promotion of something exclusive?

Colours have the power!

We hope that the above article, although basically explained, why marketers pay so much attention to the colours in advertisements. The presented characteristics seem to clearly say that colour has the power of a strong impact on our subconsciousness. And it really is. Therefore, the skillful use of the colour palette is so important.

Not only marketing specialists know this, but also clothing designers, interior architects, and painters. Each of these professions uses colours to achieve specific goals. With this knowledge, it is easier to notice when the advertiser wants to give us something extra thanks to the colour. Remember, however, that not every ad must adhere to these guidelines. The advertising industry is characterized by exceptional creativity, which is why it often breaks traditional rules in search of innovative solutions that can bring much greater benefits. That's why tomorrow the colour properties mentioned in the article may turn out to be outdated. Exciting is the fact that the world of advertising is changing before our eyes, and we - print specialists, graphic designers, and marketers - can be at the heart of these changes!