You’ve probably been advised to choose your words carefully when approaching certain people about sensitive subjects – or when crafting a marketing message to convincingly sell your products or services.
That is excellent advice.
But effective printed marketing materials speak with more than words. They also sell with images. And the colors you choose make a difference in how your intended audience will receive them.
In brochures, document folders, presentation folders and other printed marketing documents color can speak volumes as it sets a certain mood or puts your customers or potential customers in the frame of mind you want them in as you present your marketing message.
Color plays an important psychological role in marketing. Scientists in the specialty of color psychology have shown that each color evokes certain emotions and reactions. No one color is right for every situation. Some colors have a calming effect, which is perfect for selling a relaxing, secluded getaway. Other colors excite, appropriate if you’re selling a sports car or a raft trip down the rapids.
What colors you choose depends on the frame of mind in which you want to put your audience, to appropriately prep them for your sales pitch.
Following is a brief look at a few colors and what color psychologists say about their effects in terms of printed marketing:
Blue. More people claim blue as their favorite color than any other. Blue is associated with trustworthiness and dependability. For this reason, blue is often a top pick of financial institutions. Sure, green is the color of money, but blue helps bank customers think “safe” and “secure.”
Some shades of blue, however, such as brilliant or electric blues, can take on the dramatic. They’re not as cool and sedate, and express exhilaration.
Green. Second in popularity, green puts people in mind of nature. It makes you think of spring and budding trees. More natural shades of green evoke tranquility and are associated with ecology and peace. Green can be mentally and physically soothing, alleviating anxiety. However, certain shades of green are institutional in nature, bringing up negative feelings.
Red. Red stands out and excites. If you want to draw the eye to something, put it in red. Red produces enthusiasm, it encourages action and it energizes.
Clearly color has an impact; it's wise to incorporate this information in your printed marketing material such as accordion folders, or tri fold brochures, and more importantly your entire marketing plan and branding strategy.