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The Importance of Color Theory in Traditional and Digital Marketing


The Redirections Group Blog


The Importance of Color Theory in Traditional and Digital Marketing

Chelsea Weigandt

Color theory explains the concept that various colors have different emotional effects on customers when it comes to logos and other marketing tools. The colors you choose can affect the way that prospective customers perceive your business, so it is important to make smart choices in this area. Here's what you need to know about the feelings different colors evoke and how to make color theory work for you. 

Basics of Color Theory 

Although there are virtually limitless colors available for use in traditional and digital marketing, color theory focuses on the primary and secondary color categories. 

  • Red - This shade denotes boldness and excitement and can stimulate the appetite. However, it can also be used to signify danger. 
  • Orange - This color is friendly, cheerful and fun. Because orange is a blend of yellow and red, it can also bring in some of the feelings from those categories. 
  • Yellow -
  • Yellow - Yellow signifies happiness, warmth, and optimism. The eye is naturally drawn to yellow above any other color, so it is great for displays that encourage impulse purchases. 
  • Green - Green is most often associated with peace, harmony, and wellness. In recent years, it has also been used to promote environmentally friendly efforts. 
  • Blue - This hue generates feelings of trust and dependability. In general, men have a particular fondness for blue, so it is useful in marketing to male customers. 
  • Purple - Purple signifies creativity and imagination. Because it is often associated with royalty, it can also denote luxury. 
  • Black - Black is often used for luxury items with high price tags, as it denotes sophistication and prestige. 
  • Gray - Gray is a neutral tone, which makes it suitable for conveying feelings of calmness and balance. 
  • White - White is typically associated with innocence, purity, and perfection. It also gives your marketing materials a clean, crisp look. 

Understanding Color Theory 

It is important to note that these descriptions are not absolute. The ways in which people perceive color and emotion depend largely on their personal experiences and life situation, so not everyone will react to each color the way you expect. However, the associations described above are the most common, so they provide a baseline around which to base your color choices. If your business already has an official logo, aim to draw colors from that logo for your marketing materials for a cohesive brand experience. 

Incorporate Color Theory in Your Marketing Materials 

Here at The Redirections Group, we have helped countless businesses throughout Ohio by creating attractive signs and other marketing materials for their businesses. We'll work closely with you to incorporate the appropriate colors in your signage to help meet your business goals. Get in touch with us today to learn more and schedule a free consultation with one of our marketing experts.