The Pot Of Gold At The End Of Rainbow The Power Of Colour In Advertising

Colour is a seriously powerful tool, it can mean the difference between a good nights

sleep and a bad one, a successful bar, nightclub or restaurant and one that people stay away from and the difference between making that sale and not. So getting colour right is absolutely essential and not only this but youve got to make sure its positioned correctly too or all that hard work might well be for nothing.

Put simply colour is used to induce certain moods, to stimulate the senses, to make people feel comfortable or at ease or to convince a person to trust an individual, business or overall brand and as a consumer you probably wont even notice its happening. Like good background music, it should set a scene without being noticed.

As with temperature, colours are often described as hot or cold and as such provoke different reactions, anything from hot colours such as bright reds and oranges making people feel excited, stimulated, passionate and energetic to warm oranges and yellows which create calm and inviting environments to cold blues and greens which suggest a clinical and sterile environment.

Youll often find the colour blue forming a large part of company logos, letterheads, websites and reception areas and this is because it is a colour that encapsulates trust. Trust is something that brands and shops and businesses must earn but by starting with a fairly neutral and inoffensive colour, youre giving yourself a head start. Take Microsoft for example, theyre Word interface and their Internet Explorer pages are predominantly blue and the chances are most companies you look up will have a lot of blue on their website and this is also because its very easy on the eye even for long periods of time.

Its worth remembering this when youre doing any kind of promotions or advertising too, if youre looking for trust then blue is the colour to go for but if you want to stimulate peoples imaginations and excite people with a brand new product, a dependable blue will lose out over a vibrant red or the class black and white combination. Black and white can whisper professionalism or mystery or it can calmly talk of power and experience.

So when you commission that pavement sign or that in-store A board, make sure you specify exactly what your message is and remember that youve got a captive audience at point of sale so for goodness sake dont lose it or waste it!

by: Ryan Gills

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