If you’re trying to launch a sleek, aesthetically compelling campaign, hire yourself a professional graphic designer. Why? Because they’ve been trained in color theory and color placements and know exactly how certain colors are perceived.
Choosing campaign colors is more than just splashing paint across a canvas – it’s a very deliberate choice. Especially because your colors become a strong component of your brand identity and image. From brochures to TV and print ads and even business cards, you communicate your brand ethos at every step.
Color. Theory?
Not really. Iconic brands have used color placements to hammer in a wedge in their audiences’ consciousness. Do you shop at MetLife? Their sky blue “If” campaign against a white background is nothing if not memorable. Do you like Cadbury’s? If you do, chances are you’ve tried to hunt down the purple wrapper when hunger struck.
Theory 101
Colors are divided into three groups – primary, secondary and tertiary. Red, blue and green are primary colors and creating varying combinations of the three makes all other colors. Secondary colors, i.e. orange, green and violet, are halfway between the primary colors on the color wheel and tertiary colors are the ones created when primary colors are mixed with their adjacent secondary colors.
Why Does It All Matter?
Colors carry innate connotations, so bright colors like red, orange or purple indicate action and forward motion. A good choice, possibly, for sports related events or any event that might gather people around a happy occasion.
Are you trying to lure people into taking a vacation far away from the hustle and bustle of a big city? Try placing blues, greens and perhaps a pink against a neutral background. Blues and greens are receding colors that make people feel calm, relaxed and happier.
Aiming for luxury? Try combining a deep red or a deep purple with touches of gold. If you’re aiming for somber or piety, try a darker color palette with grays and blacks.
Of course there are cultural norms that determine how some colors will be perceived with certain audiences. For instance, while a color scheme dominated by white might work for a Western wedding, Eastern cultures will reject it as a nod to mourning.
Leave us a little note – we’d love to hear what your favorite campaigns have looked like and the colors they’ve incorporated.
