There are many different nuances in advertising and especially in the visual media one. When you print with visual media, you have to take into consideration such things as a proper color selection, since, according to numerous researches, your brand or advertising colors can cause a significant influence on your consumers' perceptions about your products and even on their mood, behavior and buying decisions. Therefore, in this article we will take a look at the color psychology, used in various print media resources and on how to select colors, when you advertise and print with visual media.
You may or may not know that certain colors have a connection with certain traditions, occasions or concepts. Moreover, all of them are able to influences human emotions and even create a certain mood. Therefore, when you print with visual media, you should be very careful, selecting your advertising and design colors, as they may or may not stimulate your target consumers to certain desired actions or even repel them.
Selecting your colors you, first of all, have to gain an understanding of your target consumer audiences: their demography and geography. Certain colors may be more fitting and acceptable for younger people, while these same colors would not be acceptable in advertising messaging, aimed at elder people. Researches show, for instance, that a red color can be very stimulating and can even evoke in people a faster heart beating and this color is very eye catching. Nevertheless, the same researches show that elder people are not so responsive to this color and in some cases it is hard for them to discern it. Nonetheless, such colors as orange and red can be very stimulating in sales; they are able to evoke in people strong emotions, though if you operate the Global market, before you can select proper colors for your advertising, you have to learn more about local cultures of the countries you work in. Some colors can be strongly associated with specific concepts in those countries.
For instance, in the Asia region a white color can be associated with death and mourning. A red color is a male color in the US, though it is mostly a female color in such counties as Russia and Ukraine. All these cultural aspects have to be closely examined and taken into consideration when you advertise and print with visual media. Moreover, climate conditions of a country or regions can also significantly influence your color policy. In the countries with a colder climate people may prefer more tender colors, while in the regions with a hot climate they, on the contrary, may take fancy of brighter colors.
Another important clue in the advertising color selection is a status of people you target you ads at. Researches show that people with less income tend to be attracted by a brighter color spectrum, while rich people take fancy of more royal and mild colors. Furthermore, according to researches, people with different shopping habits have different color preferences. Impulsive shoppers, as a rule, will be more attracted to red or orange and black or a royal blue color spectrum, while those, who plan their shopping from ahead of time, often prefer pink, teal, light blue and navy.