The influence of color in print marketing


This isn’t the first time we have talked to you about the power of color in your designs. A few weeks ago we discussed how color plays a big role in your company branding efforts, but today we want to discuss how you can leverage the influence of color in your print marketing efforts. Colors influence our activities and responses to the content that surrounds us, so colors should be carefully considered when creating your next print project.

The relationship between color and marketing

In recent research, nearly 93 percent of respondents said that visual factors play an important role when they are purchasing products. Only 5.6 percent of those respondents said that the sense of touch was the most important factor, and hearing and smell accounted for less than 1 percent. Color, on the other hand, played a significant role in purchasing products, according to 85 percent of respondents. In addition, colors ads are read up to 42 percent more often than the same ads in black and white. Color improves readership by 40 percent, learning from 55 percent to 78 percent and comprehension by 73 percent! The numbers are here to prove it – color is an important factor in your print marketing materials.

Psychology of color in print

Warm colors – Red, orange and yellow

Warm colors are known to create an environment of stimulation or whet people’s appetite. These colors are often associated with food and for that reason, they are often used in restaurants and their print marketing materials. Red is known to have a positive effect on memory and can increase heartbeat and breathing. Yellow is a happy color that enhances concentration and indicates happiness. The effects of the color orange are a combination of both red and yellow. Companies in discount retail and fast food should consider using these warm colors in their print marketing.

Cool colors – Blue, green and purple

Blue is a cool color that stimulates creativity and promotes calmness and ease. Blue is considered to work well in fields where clients need extra assurance, such as finance, insurance and education.

Green is a soothing color that relaxes the body, alleviates stress and is perceived to have a healing and hygienic affect, which is often used in hospitals. Green is also perceived as a natural color, making it a popular choice for advertising environmental issues.

Purple utilizes both red and blue to provide a nice balance between stimulation and serenity, and encourages creativity.

Black and white

Black is considered a forceful color that is associated with power, authority and aggression. Products packaged and featuring black are known to grab attention and create a sense of urgency. White, on the other hand, is a neutral color that symbolized innocence and cleanliness.

Color associated with your print marketing materials can do more than just attract attention; it can also be used to effectively boost sales. Working with the psychology of color will allow you the opportunity to make a statement with your print marketing. We can help you incorporate colors into you next print project to create a piece that stands out and drives sales.

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