Colour psychology, a subjective yet intriguing area of psychology. There are guidelines in the marketing industry which are thought of as common-knowledge, such as the colour red portraying a sense of urgency, which is why “sale” signs are always adorned in this colour. However, the amount of research in this area that contradicts one another creates an uncertainty as to what each colour actually represents. Red has also been identified as representing danger, romance, and aggression… so which one is it? What about other colours then? Naz and Epping, in 2004, recorded blue as eliciting feelings of calmness and relaxation, whereas Valdez and Mehrabian recorded blue hues as the most mentally arousing colour. Regardless of this confusion, there is a very effective way to use colours in advertising.
You can use colours in any way you like; they can feed your creativity. An underused/ineffectively used technique is using colours suggestively. Lipstick brands often use this to great effect, highlighting the vibrant colour of the product on a dark background. Givenchy is a great example; we all know that the use of hands is required to apply lipstick, and Givenchy have strengthened this connection by applying the same deep red to the hands, the product, and the lips. It’s almost as if they are bridging the gap for applying the product.
Using suggestive colours is a great way to engage a potential customer on a subconscious level. It can elicit their senses which is a very effective way of attracting new customers. Our design team often attend workshops which allow them to apply the latest research in their work.