In a world of visual media, one of the most important first impressions you can make is with your use of color. Whether you’re looking at ads, logos, web sites or a product label or package, the impact of color on your perceptions can influence your emotions, attitudes, and ultimately the actions you might take in result. Furthermore, these perceptions can vary widely based on cultural differences around the world. For this reason, in creation of visual materials and images it is important to consider the impact that color might have in regards to the audience you will be targeting.
Psychoanalyst Carl Jung said “…colors are the mother tongue of the subconscious.” Studies have shown the importance of visual impact and the use of color in particular, on consumers and their purchasing choices. For instance, the Seoul International Color Expo conducted a poll in which 92.6% put most importance on visual factors when making purchases, and 84.7% felt that color accounts for more than half of that visual impact.
When you intend to communicate with color, take into consideration these suggestions about the meanings and perceptions associated with various colors as perceived in the Western culture and around the world:
RED — is powerful, passionate, exciting and energetic. As it is the color of blood, it can mean life and love, or conversely, danger and death. The stimulating characteristics of red make it a preferred choice in the marketing of beauty products and food. In China, red is a symbol of celebration and good luck, and in India it is the color of purity accepted as the traditional wedding color. In Japan red is the color of life, while in South Africa it is the color of mourning.
ORANGE — is cheerful and energetic, meaning warmth and balance. As a more neutral step away from red, it has similar energy without the negative connotations, except that it sometimes might give an impression of cheapness. Orange is used to market energy drinks, fast food and children’s item. In Ireland orange has a Protestant religious significance, and in the Netherlands is recognized as the color for royalty.
YELLOW — is generally considered a happy, joyous color, that of the sun and summer, though it also means caution. In advertising, yellow is a somewhat mixed blessing. While it is very eye-catching and optimistic, it can also be taxing to the eye and the mind. Sometimes symbolizing rejuvenation, yellow is often used to market beauty products, fast foods and children’s products. In Asia, yellow is a sacred, imperial color, in India the color for merchants, and in Japan it means courage, while it is the color of mourning in Egypt.
GREEN — is most widely recognized as symbolic of nature and the environment, and means good luck, prosperity and vitality, but also has connotations of envy and greed. Green would often seem to be a good choice for marketing use, though studies prove that not to hold true in France, where it does not seem to be effective in packaging, or in China where it can imply betrayal or exorcism.
BLUE — is perhaps the best universal color choice, signifying truth, serenity, comfort dependability and authority. At the same time, it might be the worst choice for food-related endeavors as it acts as an appetite suppressant, possibly due to the rarity of the color to be found in nature. There are some negative connotations as well, with the coolness of the color implying cold, distance or sadness. In China, blue means immortality, in the Middle East is symbolizes protection, in Judaism it means holiness, and in Hinduism it is the color of Krishna.
PURPLE — is widely accepted as a noble color of royalty, spirituality and luxury, excellent for representing the higher-end, top quality goods and services. Purple is also recognized universally to stand for Catholicism, while in Thailand it is the color of mourning worn by widows.
PINK — is generally known to be the most feminine color, signifying romance, friendship and affection, making it a good choice for use with anything for girls or babies, also for women and sometimes for candies or sweets. Although it can have a calming effect, it also seems to have an element of irritation in regards to most men. In exception to that is Japan, where pink is popular with both genders. In Korea, pink is the color of trust.
BROWN — means earth, home, comfort and stability. It can stimulate the appetite, which would make it a good choice for use in the food industry, however in India it is the color of mourning, and in Colombia it is known to discourage sales.
WHITE — in Western tradition means purity, reverence, simplicity and innocence, and is the most widely accepted color for weddings. This does not hold true in Eastern cultures however, particularly in Japan and China where white is the color of death and mourning, and in India where it means unhappiness.
BLACK — is powerful, sophisticated and elegant, while also meaning death or evil. In Thailand and in Judaism, black means bad luck, unhappiness and evil, while in China it is the color associated with young boys.
The use of color can have a marked impact on the messages you communicate visually though marketing materials of all kinds, so be sure to know your audience, and the effect that the colors you choose may have. Hadfield Communications, Inc. has more than 16 years of experience in marketing and promotions. Contact us to help you communicate in color!