Cheeps from Hunter-McMain

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How Corporate Colors Evoke Emotions



Color plays a huge role in our visual perception as it influences feelings. Therefore it is critical your colors create the reactions you want. In the corporate world we want others to perceive or believe we’re the best in a sea of our competitors. For a consumer there are many factors that influence our purchases but 93% is the visual appearance, which COLOR is the strongest and most persuasive visual cue. Of course this is what we call the ‘psychology of color’ and here are some of the fundamental colors and their meanings they convey.

  • RED is the hottest and most dynamic color used in advertising. Bright red activates passion and power. It’s associated physically with courage, strength, warmth, energy, masculinity and excitement. Deep red depicts rich, elegant, refined, tasty, expensive, cultivated and robust. The bad feelings we get from seeing red is defiance, aggression and strain.
  • PINK is associated with romantic, affectionate, sweet tasting. While bright pink is associated with playful, exciting, festive, vibrant and attention getting; soft pink means tender, delicate, innocent, and youthful.
  • BLUE gives viewers the sense of intelligence, trust, communication, logic and productive, not invasive. Sky blue tends to be calming, cool, reassuring, serene, and expansive. When the color blue is used in food it can be a negative response due to the association with spoiled or rotten foods.
  • YELLOW usually gets an emotional response. Optimism, confidence, self-esteem, friendliness, creativity are the positive thoughts from seeing yellow. The negative response can some times mean caution and used to give warning.
  • GREEN creates the thought of balance, harmony, refreshment, universal love, rest and restoration. Darker green gives us the illusion of luxurious, up-scale, and jewel-like. Bright green gives us the feeling of spring, new beginnings and growth.
  • PURPLE is mostly associated with spiritual awareness. It gives us the sense of vision, luxury, truth and quality. Royalty is often associated with purple.
  • GREY psychologically means neutral. The negativity it gives us a sense of dampness, depression, hibernation and lack of energy.
  • WHITE usually is associated with hygiene, purity, simplicity, efficiency and sophistication.
  • BLACK is associated with glamour, security, emotional safety, sophistication and substance. The negativity it portrays is oppression, coldness, menace and heaviness.

What does the color of your products or logo convey about your company? Color can also be used to establish hierarchy, giving the viewer cues as to where their eyes should go first when viewing an advertisement, too. For help on deciding the colors of your corporate advertising, please give us a call and get a designer’s expert opinion.

Author: The Cheeps

"The Cheeps" are the chick designers that run Cheep Cheep Postcards and Cheep Cheep Websites, two divisions of Hunter-McMain, Inc. We're here to provide fun information on advertising design, business tips, and holidays--sometimes random--we would like to celebrate with you.

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