![]() It’s also useful for standing out among other products, another reason Coca-Cola chose it. What brands use the color red in their marketing?Ĭompanies with red branding might want to convey passion, like Target and Coca-Cola. It also carries strong emotional charges. Researchers Kuniecki, Pilarczyck, and Wichary found that red prompts strong warning signals and can even increase our mind’s reaction time. Using The Color Red In Marketing FAQs What are the psychological effects of the color red? Red is commonly seen: Stop lights, Valentine's Day, and horror films. Just remember to use it sparingly to avoid the extreme negative reactions it can so easily awaken. Overall, if you're looking to have a really powerful presence or get someone's attention fast, red is your go-to color. Red is also a very energizing color that can portray friendliness and strength, but can also be demanding and show aggression depending on its context. Red is a very powerful, dynamic color that reflects our physical needs whether to show affection and love, or to portray terror, fear, and survival. However, there are a few generalities about how people respond to color, and that's what we're going to look at. We don't all react the same way to colors, as we all have previous experiences with colors from significant events, cultures, people, and memories. While color psychology has been studied and analyzed over time, the psychological impact of color is still moderately subjective. That's precisely why, as a marketer, it’s helpful for your career to understand what colors mean to people. It helps us decide what's important and what's not. Color marketing group colorcast 2016 how to#Color directs our eye where to look, what to do, and how to interpret something. Now that you understand color theory and the color wheel, you can start to use color purposefully in your marketing.Ĭolor is an essential tool because it has an impact on how we think and behave. The warm colors are all on the right side of the wheel, in the yellows and reds. You can see how it all fits together on the color wheel below.Ĭool colors are all on the left side of the color wheel, in the blues and greens. Color marketing group colorcast 2016 plus#Whew! So there we have it: a complete color wheel with primary, secondary, and tertiary colors, plus their tints, shades, and tones. You often hear people saying that a color needs to be "toned down", meaning it's too intense and they want to drop the level of intensity.Īdding black and white in different amounts to a color subdues the intensity quickly. When gray (black + white) is added to a pure color, you create a tone. These darken and dull the brightness of pure colors, and range from slightly darker to almost black. ![]() When black is added to a pure color, you create a shade. Tints range from slightly whiter to almost-white. They are lighter and paler than a pure color, and not as intense. Some people refer to these as pastel colors. When white is added to a pure color, you get a tint. These are the colors of children's toys, daycare decor, and summer clothes. They are intense, bright, cheery, and untainted colors. Pure Color Primary, secondary, and tertiary colors, without the addition of white, black, or a third color, are pure (or saturated) colors. It ends up being closer to the primary color. They are created by adding more of one primary color than the other creating not a true secondary color. They are the "two-name" colors, such as red-purple, red-orange, yellow-green, etc. ![]() Tertiary colors take secondary colors one step further. If you look on the color wheel, you'll find the secondary colors in between two primary colors. They are created using the primary colors. Secondary colors are purple, green, and orange. ![]() However, there are exceptions in cases like light (where they’re cyan, magenta, and yellow), the print industry’s CMYK, and the RGB model used in screens and monitors. In most cases, they’re red, blue, and yellow. Primary colors are the core ingredients other colors are made from by mixing them together in different amounts.
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