printing design and branding with colour

Ever wondered what attracts you to an advert/poster, the first thing that will draw your attention will be the COLOUR. Colour has an enormous effect on our attitudes and emotions because when our eyes take in colour they communicate with a part of the brain called the hypothalamus which sends a message to the pituitary gland which sets off an emotion. Ever ‘Seen Red’ or ‘had the Blues’? been ‘in the Pink’!

Colour has a powerful psychological influence on the human brain, mentally, physically, consciously and subconsciously. These responses to colour can be used to the advantage of marketeers to illicit the desired response to their marketing campaigns.

Consider the grey sky and the dark days of winter opposed to the bright blue of summer, the affects on our well-being are well documented. Red and Green, ‘society and nature’ have been wired deeply into our subconscious that no two other colours have such opposing meanings. The most obvious example of this is traffic lights, this combination is used worldwide. Sometimes the connection is not so obvious but Red is often used to reject, disagree, remove, close, cancel, no etc… Whereas Green is a positive colour associated with yes, accept, go, add, agree…Words often just clarify the meaning.

We talk of primary colours being red, blue, green and yellow, Colours are also considered to have a temperature. Warm colours being from pale green through yellows to deep red and cool colours from dark purple, blues to dark green.

The use of colour can also have links to the activity or product that is to be promoted, such as gardeners will often use earthy colours like green, brown and yellow. We associate chefs with white aprons or black and white stripes.
Understanding how the mind works is an important integral part of marketing.

According to a Webpage FX info-graphic, “people make a subconscious judgement about an environment or product within 90 seconds of initial viewing. Between 62% and 90% of that assessment is based on colour alone”.

Consequently, it’s extremely important that you consider the colour palette of your brand before printing your corporate brand material whether that’s internal newsletters or company letterheads. To help you do so, listed below are our top colour psychology tips that you can implement within your company’s leaflets, brochure design and printing as well as your business card designs:

1. Investigate your industry’s colours

When you look at the business cards and websites of different companies you’ll begin to notice that businesses which operate within the same field of industry utilise similar colour schemes. This is no coincidence; businesses opt for particular colours because they invoke certain feelings for customers. For instance, blue is the predominant colour used by social networking sites, such as Twitter, Facebook and LinkedIn, due to its subconscious associations with logic, calm and communication. As Karen Haller, a business colour and branding expert states, “blue relates to the mind, so consumers associate it with logic and communication. It’s also serene, like the ocean, and calming to look at”. Consequently, before designing your printed material you should investigate the predominant colour schemes associated with your industry and incorporate these tones within your design.

2. Use primary colours for calls to action

A study by Kissmetrics [Psychology of colour and conversions] revealed that the highest converting colours for calls to action are bright primary and secondary colours such as red, yellow, orange and green. Due to the fact that these vibrant colours attract attention, it’s useful to incorporate them within your business card design and website calls to action in order to capture the interest of your key consumers and to encourage them to investigate your brand in greater depth.

3. Be consistent

From your business cards to your company website, it’s important to promote cohesion and unity with all aspects of your brand’s overall design. As we discussed in one of our previous blog posts, “this kind of comprehensive coverage strengthens your brand identity, and makes it more recognisable to your customers” Blog Post: 3 Colour Design Tips for Creating Fantastic Leaflets. For example, when you’re designing your business cards, you should aim to incorporate colour schemes and design traits that currently exist within your company website’s graphic design. By doing so, you can begin to establish your brand’s reputation and its subconscious colour associations within the minds of your key consumers. Although this may seem like a minor aspect of your direct mail and digital branding strategies, over time it could earn you the loyalty, recommendations and return custom of a broad consumer base.

Remember: Colour is incredibly powerful in marketing because it can instantly change a persons actions or thought process. Use wisely.

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Join the conversation! 6 Comments

  1. […] In order to influence your potential customers with your new marketing campaign and gain the maximum return on investment through your leaflet printing and design read one of our previous blog posts: How colour psychology can be used to successfully promote your brand. […]

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  2. […] can be built from solid foundations. Helpful Information Sources and Articles: PrintUK.com : How Colour Psychology Can Be Used To Successfully Promote Your Brand Entrepreneur.com : Don’t Overlook Print When Mapping Out Your Startup Marketing […]

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  3. […] Choosing the right colour or combination of colours for your leaflets, brochures and other printed marketing material can affect how customers see you and your products. However, by following the guidelines we have provided here, you should be able to select colours that support your marketing strategy. If you want a more general overview of how to use colour in your promotional material, you can check out our previous blog post: How Colour Psychology Can Be Used To Successfully Promote Your Brand. […]

    Reply
  4. […] A well designed logo should give people an idea about what you’re offering. This doesn’t necessarily have to be overt, but certain colour schemes may suggest an area of interest – for example, green, browns, and muted tones are synonymous with environmentally friendly companies. Have a think about what your logo tells a customer if it isn’t supported by any text. If you’re interested in the psychology of colour, take a look at our article about using colour to promote your brand: (https://blog.printuk.com/2015/08/18/how-colour-psychology-can-be-used-to-successfully-promote-your-br…). […]

    Reply
  5. […] A well designed logo should give people an idea about what you’re offering. This doesn’t necessarily have to be overt, but certain colour schemes may suggest an area of interest – for example, green, browns, and muted tones are synonymous with environmentally friendly companies. Have a think about what your logo tells a customer if it isn’t supported by any text. If you’re interested in the psychology of colour, take a look at our article about using colour to promote your brand: (https://blog.printuk.com/2015/08/18/how-colour-psychology-can-be-used-to-successfully-promote-your-br…). […]

    Reply
  6. […] isn’t supported by any text. If you’re interested in the psychology of colour, take a look at our article about using colour to promote your […]

    Reply

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PrintUK.com is a long established family-run print company based in the Tees Valley. Specializing in high quality lithographic and digital print. Our machinery is state of the art and is continuously updated to offer the best in print quality. We pride ourselves on customer service and relations in terms of responsiveness, dependability and competitive prices. Our friendly team of experienced and specialised staff are flexible to the needs and requirements of the customer. We continually asses all company activities in order to lessen our carbon footprint, and in recent years we have reduced our non-recyclable waste by 66%. By advising clients on stock, size, pagination and finish, we aim to minimize inefficiencies and wastage on their jobs, also providing them with direct financial savings. We are certified with the FSC (Forest Stewardship Council) and World Land Trust, which ensures that our specified papers are from sustainable, legal and well-managed forest sources, and therefore we are able to bear the FSC logo on your printed products. Continuous innovation and progression in raising our industry standards has helped provide better print and minimize our environmental impacts. For more details and insight into our business you can visit our website at: www.PrintUK.com If you would like to get in contact you can email us at : Hello@PrintUK.com or call on 0845 2993 923

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