| Close your eyes and visualize a red and white can. Then imagine a brown and white candy wrapper. Did you picture a Campbell's tomato soup can, then a Hershey's chocolate bar?
Your agency should represent itself with a color that enhances its overall message. Since the subliminal message you want to convey is safety, protection, and security, it helps to know how colors impact human perception.
Color selection has almost become a science. With a little bit of knowledge, marketers can truly harness the inherent psychological power of color to communicate. There is a method to the madness of color. Color can be an important tool for shaping customers' feelings and responses. Whatever you do, don't just choose colors based on your personal bias.
Here are some important findings when it comes to color selection:
- Blue connotes authority and commands respect. Royal blue conjures a sense of tradition, responsibility, knowledge, caring, trustworthiness, and authority.
- Orange suggests power and affordability; although it indicates informality, it draws attention.
- Yellow is the color the eye registers most quickly, and is the one most likely to stop traffic.
- Gray is the simplest color for the eye to process. It inspires creativity and symbolizes success.
- White is associated with goodness, purity, cleanliness, refinement, and formality.
- Black signifies dignity, sophistication, refinement, power, believability, and authority.
- Orange and turquoise together signify cheapness but strength. A yellow and black combination attracts attention, but works best for businesses that run on a temporary cycle (like car-rental companies.)
- Green makes people feel secure.
- People on a budget tend to appreciate simple and highly saturated colors, like "grass green" or "sky blue."
- Those with more money to spend generally respond to complex and dark colors. Forest green and burgundy are favored by the wealthiest 3% of Americans.
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