Usher in spring with a splash of color and increase the effectiveness of your advertising

Spring is just around the corner and your spring marketing campaign can triple its effectiveness by adding a splash of color to your advertising. According at a May, 2007 Gallup & Robinson study, consumer recall for a four-color ad vs. an identical black and white ad was three and a half times higher. The study had a well-known consumer brand run three versions of the same ad, each ad running a week apart, in the same two newspapers. Two of the three ads were exactly the same, except that one ran in color and the other ran in black and white. Recall was 3 1⁄2 times higher for the color version.

The colors you choose for your campaign convey different meanings and are just as important as the words you use. Many successful businesses have incorporated color into their brand image. Consider UPS’s slogan “What Can Brown Do For You?”, Tiffany & Co.’s little blue box or McDonalds’ golden arches.

Primary colors bring to the surface a host of different feelings. Blue generates a feeling of trust, peace and security. Red is a very high energy color that expresses passion, intensity and life. Yellow represents joy and sunlight.

The secondary colors of green, orange and purple are equally important. Green reminds people of money and hope, orange is often associated with safety and innovation and purple with religion, imagination and romance.

Black says urban sophistication, but can also be associated with death. White can be used very effectively in print, especially when used effectively with another color. Your eye is drawn to white space in an ad surrounded by text. White generates a feeling of peace and tranquility.

Applying color to your advertising campaign will enhance your image while increasing the effectiveness of your advertising.

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