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Why Colour Matters in Print Marketing

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Why Colour Matters in Print Marketing

The impact of colour on human psychology has been a long-standing phenomenon, dating back to ancient times. Deliberate colour choices in print marketing can elicit specific responses from your audience. Whether you’re crafting advertisements or distributing flyers, it’s crucial to consider how your design and final product will resonate with viewers.

Establishing brand recognition is paramount in the world of marketing, and colours play a pivotal role in achieving this goal. The colours you select become synonymous with your company, making it easier for consumers to identify your products. Take, for instance, the combination of yellow and red – it immediately brings to mind McDonald’s, a brand known for its consistent use of these hues throughout its history. Moreover, the colour palette you opt for sends a powerful message about your company and its values.

Colours are a means of connecting your brand with specific traits and qualities. Different industries tend to follow colour trends that align with the psychological associations they wish to create. Here’s a breakdown of what various shades symbolize:

  • Red: Signifying competition, dominance, passion, and appetite, red is a go-to choice for many food and entertainment brands.
  • Orange: A blend of passion and joy, orange conveys energy, creativity, friendliness, and enthusiasm, making it popular among companies like Nickelodeon.
  • Yellow: Renowned for its eye-catching nature, yellow exudes happiness, optimism, and energy and is often used by brands seeking to stand out.
  • Green: Associated with freshness, naturalness, growth, safety, and healing, green is embraced by brands emphasizing health and the environment, such as Subway and Whole Foods.
  • Blue: The colour of intelligence, trustworthiness, calmness, and reliability, blue is favoured by banks and businesses aiming to instil trust.
  • Purple: Evoking stability, passion, luxury, and relaxation, purple can stir emotions, as seen in Hallmark’s branding.
  • Black: Exuding luxury, exclusivity, classicism, and power, black is a bold choice often adopted by designer fashion houses like Chanel, Dior, and Armani.
  • Brown: Down-to-earth, strong, stable, and natural, brown radiates a feel-good vibe, exemplified by UPS in both its logo and slogan.
  • White: Symbolizing purity, innocence, and cleanliness, white is commonly used alongside other colours in branding.

The influence of colour on consumer decisions is substantial, with studies indicating that 62-90 per cent of purchasing choices are influenced by colour. This extends not only to brand recognition but also to the labels and products themselves. Therefore, it’s essential to consider colour carefully in your marketing efforts.

Depending on your campaign goals, you can leverage different colours to make a statement. For instance, if you aim to capture the attention of new customers, the vibrant and eye-catching yellow might be your best choice. Conversely, if building trust is your objective, incorporating blue into your flyers can help convey reliability. However, while experimenting with colour in your marketing materials can be effective, it’s crucial to maintain consistency with your overall brand identity.

Ensuring that your colour choices harmonise with your branding is key to making a lasting impact. Furthermore, the quality of your printer plays a vital role in achieving the desired colour accuracy. What you see on your screen should be faithfully reproduced on paper, as any deviations could compromise the effort and thought put into your design.

 If you’re dedicated to upholding your brand’s digital and print presence, we go the extra mile to ensure the highest level of attention to detail in exquisite crafting print materials while adhering to your brand’s integrity and guidelines.

Originally published November 13, 2023
 12:14 PM
, Updated February 19, 2024

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