Whether you are printing posters, flyers or leaflets, when you are trying to attract attention, colour is an important part of the process. Just like words and images, it’s a powerful communicator, setting the mood for what you are trying to say and sending a number of subtle messages in the process. Choosing the right colour for your target market can make a big difference to your chances of success.
The significance of colours
When individuals pick up a leaflet or notice a poster as they walk by, it is usually the colour they notice first and the colour will make them decide whether or not to take a closer look. These are the messages that popular colours convey:
- Red - attention grabbing, energetic and active; this colour can also signal danger or seem aggressive.
- Blue - professional, trustworthy and formal; this colour risks being overlooked but is good for being taken seriously.
- Green - neutral, peaceful and reassuring; green also suggests environmental awareness and responsibility.
- Yellow - bright and sunny; this is a poor colour for text, but a good one for backgrounds, contrasting more strongly than white with blue and black.
- Black - used for text; black is authoritative and serious; used for a background, it suggests something alternative and youth-orientated.
- Orange - energetic and a little bit quirky; orange can also convey warmth and friendliness.
- Pink - soft and feminine; pink is a magnet for little girls. It’s a soothing colour associated with love.
- Purple - associated with quality, authenticity and luxury; purple is a fantastic choice for high-end marketing.
Although the colour associations described above may seem obvious and intuitive, there’s actually a great deal of variation in the way colours are interpreted in different cultures. For instance, we tend to perceive white with just a hint of blue as being whiter, and associate it with purity, whereas in South America it’s white with a hint of red that creates this impression. This means that if you are printing something targeted at a particular immigrant group or distinctive cultural group, it’s worth carrying out a little research rather than relying entirely on the previous guide.
Combining colours is like combining fonts, unless you have a big space to work with, using more than three makes the space seem overcrowded and can distract from your message. Often, just two active colours against a light background; for example, white or yellow, is the best option. Combined colours tend to send more specific cultural messages; for instance, red, white and blue conjure up the concept of ‘Britishness’, whilst pink and white is often associated with sweets or cakes. While you should therefore think carefully about the connotations of your choice, it also gives you some great marketing options.
Colour and paper type
Some colours can make quite a different impression depending on the type of paper used, due to the way they catch the light. A good printing agency will understand this; so if you are not sure about your choice, ask to see colour samples on various paper types before making a final decision. Your printer may also be able to make helpful recommendations.
Written by Joanne Serellis