The Marketing Agency Talk

Before you develop or revamp your corporate identity, consider your choice of colours careful. John Williams wrote an excellent article for Entrepreneur on the importance of colours. Below is a summary:

Red: Red increases your heart rate and causs you to breathe more rapidly. Red is an aggressive, energetic, provocative and attention-grabbing colour. Count on it to get a passionate response. However, be aware that red can means danger too.

Green: Green is commonly associated with health, freshness and serenity. Deeper greens are associated with wealth or prestige, while light greens are calming.

Yellow: Yellow is associated with the sun, brightness and light. So yellow is about optimism, positivism, light and warmth, thus motivating and stimulating creative thought and energy. It is a great colour to use at point of sale.

Purple: Purple is a not a common color. Usually favored by creative types or those with blue blood. Purple is about mystery, sophistication, spirituality and royalty.

Pink: Diiferent shades different meaning. Hot pinks convey energy, youthfulness, fun and excitement and are great for trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.

Orange: Cheerful orange evokes exuberance, fun and vitality. Bright orange resonate well with fun-loving product and services. Lighter shades appeal to a more upscale market. Peach tones suits health care, restaurants and beauty salons.

Brown: Earth colour is about simplicity, durability and stability. Certain shades of brown, like terracotta, can convey an upscale look.

Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can make a product look heavy.

White: White connotes simplicity, cleanliness and purity. White is often used with infant and wellness products.