Make an impression on your target market with a splash of color

Your marketing campaign should persuade your target audience to feel good about your business or purchase your product or service. One way to achieve this is to create an eye-catching advertising campaign that will reach your target audience and leave a lasting impression.

The colors you choose for your campaign can convey meaning and are just as important as the words you use. We associate colors with our moods, such as “tickled pink”, “true blue” and “good as gold”. Many successful businesses have incorporated color into their personal branding. Consider UPS’s slogan “What Can Brown Do For You?”, Tiffany & Co.’s little blue box or McDonalds’ golden arches.

Colors are divided into three categories: primary, secondary and other. The primary colors convey a host of different feelings. Blue generates a feeling of trust, peace and security. It is often a company’s first choice. Red is inked to the expression of passion, intensity and life. It generates a feeling of energy. Yellow represents joy and sunlight. Yellow is rarely used; however, it is becoming more common for businesses looking to reach a younger audience.

The secondary colors green, orange and purple are equally important to the impact of an ad. Green reminds people of money and hope, orange is often related to safety and innovation and purple is linked to religion, imagination and romance.

Black, white and brown fall into the “other” category and are often duller colors. Black says urban sophistication, but can also be associated with death. White is very effective when used in print. Your eye will be drawn to the white space surrounded by text. White generates a feeling of peace and tranquility. Brown, though not often used, represents earth and vitality.

Applying this color theory to your advertising campaign will enhance your message, while creating an image for business that will leave a lasting impression.

This monthly newsletter is a service provided by Customized Newspaper Advertising. For more information on the newspaper advertising industry, please contact Leslie Earp, CNA Marketing & Research Manager at learp@cnaads.com.

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