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in Design, Connotations and Marketing

COLOR. in Design, Connotations and Marketing. Analogous Colors. Appear next to each other Usually work well together UNLESS they are too close in value then will appear washed out. Complimentary Colors. Separated by another color Printed side by side can cause vibration

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in Design, Connotations and Marketing

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  1. COLOR in Design, Connotations and Marketing

  2. Analogous Colors • Appear next to each other • Usually work well together UNLESS they are too close in value then will appear washed out

  3. Complimentary Colors • Separated by another color • Printed side by side can cause vibration • Separated on page work well

  4. Clashing or Contrasting Colors • Appear opposite each other • May have great contrast and visibility

  5. Color Meanings Neutrals Click on a color to find out more…

  6. Red • Love & War…Cupid & the Devil • Fire, blood, courage, determination • Power, happiness, passion, anger • Use Red to…grab attention • get people to take action • to suggest speed and confidence • Small doses go a long way • scarlet, crimson, ruby, rust, maroon, flame, rouge

  7. Marketing Red • Evoke erotic feelings…red lips, nails, etc. • Energy…energy drinks, games, cars, items related to sports and high physical activity • Perfect color for “Click Here” or “Buy Now” buttons

  8. “Good” Red Red Carpet treatment Red Letter Day Red Eye (overnight flight) Paint the Town Red (celebrate) “Bad” Red Seeing Red (angry) In the Red (overdrawn, money loss) Red Flag (danger, warning)

  9. Orange • Energy, warmth, sun, playful • Often associated with autumn • Stimulating…emotions and appetite • Vitamin C and good health • Orange “pops” with blue • Pumpkin, copper, brass, peach, tangerine, citrus

  10. Marketing Orange • Used to promote food items or toys • Used in promotion of citrus products or fall products • Liked by youth, disliked as adults get older

  11. Yellow • Hope, happiness, sunshine, cheerful • Cowardice and deceit • Used to for hazards signs, emergency vehicles • Works best a companion color • lemon, golden, saffron, cream, topaz,

  12. Marketing Yellow • Used to promote products and items related to leisure • Gets attention on printed page • Men view it as a childish color—avoid using yellow in promoting expensive products to men

  13. “Good” Yellow Yellow Ribbon (hope, support, remembrance) Mellow Yellow (laid back, relaxation) “Bad” Yellow Yellow Streak or Yellow-bellied (cowardice, coward) Yellow journalism (irresponsible reporting)

  14. Green • Life, renewal, nature, calming, fertility, harmony, money • Jealousy, envy, inexperience • Ireland, Spring, military • emerald, olive, grass, forest, lime, kelly, pine, jade, sage, chartreuse, seafoam, apple

  15. Marketing Green • Used to market safety in drugs and medical products • “Green” environmental products • Money, finance, banking, Wall Street

  16. “Good” Green Green Light-go, proceed Green thumb-good with plants Greenback—US dollar, money Green room—where performers go to relax Green pastures—something newer, better “Bad” Green Green eyed monster-jealousy Greenhorn—novice, trainee, beginner Green with envy—jealous Green around the gills—pale, sickly

  17. Blue • Calm, universal color, natural, peace, faith, confidence, unity, conservative, intelligence • Sky, ocean, water, • Sadness, depression, dk blue is often stodgy, old fashioned or nautical • sapphire, cobalt, navy, royal, cyan, slate, azure, indigo, baby blue

  18. Marketing Blue • Promote products related to cleanliness, air, sky, water • High tech products • Masculine color • Avoid with cooking and food—can suppress appetite

  19. “Good” Blue True Blue—someone loyal & faithful Blue Ribbon-first rate, top prize Out of the Blue—unexpected Bluebook/blueblood-noble birth, royalty The Blues—music type Baby blues--eyes “Bad” Blue Feeling blue—depressed Baby Blues—postpartum depression Blue Monday—feeling sad Singing the blues-bemoaning one’s circumstances Into the blue—entering the unknown

  20. Purple • Royalty, spirituality, flowers, imaginative, luxury, wealth, magic • Dark colors—richness, light colors--delicate • violet, plum, lavender, lilac, orchid, mauve, magenta, wine, amethyst, mulberry, eggplant

  21. Marketing Purple • Accent color • Light purple often good for femine design • Bright purple for promoting children’s products • May be viewed as an artificial color—artificial item promoted

  22. “Good” Purple Purple Cow—unusual, eye-catching, remarkable Purple Prose—exaggeration, highly imaginative “Bad” Purple Purple Speech—profanity, raunchy language Purple Prose—exaggeration, lies

  23. White • Light, goodness, purity, perfection, innocence • Safety, coolness, clean, simplicity, softness • Angels, hospitals, dairy products, low-fat, bath papers

  24. Black • Power, elegance, death, evil, mystery • Fear and unknown, negative • Used for prestige (black tie, blackexpensive car) • Makes things look smaller • Can be neutral or aggressive in a color scheme

  25. Grey • Neutral, conservative, boring, dreary, rain, cold, stormy, sophisicated • Works well with black and white • Often used with pastels • Not a commonly used marketing color

  26. Brown • Neutral, often old fashioned, earthy, nature • Ranges from tan to dark brown • Used to market camping, scouting, fishing related items. • Chocolate products

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