Color Theory in Advertising

You know that feeling when you walk into a cool colored room how you automatically feel calmer and relaxed? Well, this is because of the impact that colors can have on your moods, whether you are aware of it or not. All the different colors create a reaction to individuals, even those who are colorblind.

In the advertising and marketing world, it is crucial to understand how colors affect our moods, in order to get the correct reaction from the audience. By using the wrong colors and invoking the incorrect reaction could be detrimental to the company and the campaign. Below is a breakout of what the meanings of colors are as well as the reaction coming from each individual color. These results were gathered from Color Psychology, and Colors Impact Moods, Feelings, and Behaviors.

Some examples of how these colors are used in advertising and branding:

Boa Energy Drink is utilizing the color green, which makes this advertisement and can look refreshing and healthy, the yellow demands attention but not so much that it makes the observer feel aggravated or uncomfortable.

Another example is Aunt Charly’s Lounge. This ad is playing off the black and white emotions; the colors convey mystery and cleanliness. The pop of red is intense and demands attention over the black and white image.

By using colors correctly in advertising and branding, a company can create the appropriate emotion to demand action from the reader. Color isn’t the only element to consider when capturing customer attention. Read more about how on-shelf placement and packaging are equally critical to brand recognition.