Colour is a feeling

Colour is a feeling.

Whether you're conscious of it or not, the cultural symbolism of colours is affecting how you feel about the marketing and product packaging you see. And as the majority of purchase choices are an emotional decision, it's worth taking a moment to step back and look closely at what the colours of your print products are communicating.

The red of the Anzac poppy, for example, is a highly emotive colour - but only when it's used in certain contexts. If you use it outside of Anzac imagery, you won't be sending a respectful message of thoughtful introspection and gratitude, you'll be causing the viewer's heart rate to go up a little because red is an action colour.

Understanding how we respond to certain colours allows you to communicate to your market on a more personal and emotional level. Some shades of yellow promote optimism about the future but it's also used for flags to signal caution. Both effects are caused by yellow being the colour that stimulates the nervous system. So how do you know which shades are having what effect?

The study of colour symbolism is a vast field but well worth pursuing. The Color Meanings site gives enough detail without being overwhelming and is a good place to begin your journey.

A vital piece of information that is missing in colour symbolism though is how the colours you're using are going to transfer to your print products. Not all colours will print correctly on all print materials.

We know all about this.

Talk to us today about how you can best use colour and how to make sure your print products will reproduce them in the right shade so your key messages are expressed as powerfully as they ought to be.

Get in touch with Glide Print. We understand colour.