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Thoughtful Use of Colors in Advertising and Brand Marketing

The use of colors and typography in marketing are more critical than you may initially think. Colors in marketing play a role in brand recognition or perception of a brand. Marketers choose to use specific colors in advertising that are not only visually appealing but also evoke emotion. The colors and text placement of everything from packaging to a brand’s logo are carefully thought out to build a cohesive theme communicating the brand’s values.

It is common to design a color palette to make consumers feel specific emotions toward the brand. Colors influence mood, so marketers must choose colors that correctly represent the brand’s overall feel. Each color subconsciously evokes a different emotion. Marketers will use red to generate excitement and action, or they may use orange to prompt creativity and enthusiasm. Yellow is often used to create a warm, optimistic feeling. Green is often used to represent nature but can also describe money or develop a sense of peace or freshness. Blue is another color that is often used to represent peace, and it is often used to represent loyalty and harmony as well. Purple is used to describe power, wisdom, and influence. Pink is used to evoke a playful, feminine feeling.

Bolder colors are often used sparingly to avoid overwhelming the audience. White, grey, and black are often used as accent colors; however, they can also evoke emotion. For example, marketers may combine red and orange with accent colors like white or grey to ensure the color effectively prompts the intended emotion. White represents a feeling of purity, innocence or cleanliness, while black represents power, mystery and sophistication. Lastly, grey is used to present a neutral, balanced feel.

Marketers must be consistent in their use of colors across all media platforms in order to ensure the consumer understands the brand’s messaging efforts. Misuse or ignorance of a color scheme may be confusing and ultimately dilute the value of the brand, resulting in a negative perception of the company and its products or services.

This post is courtesy of MMC Digital Marketing Coordinator Kayla Travis.

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