The use of colour in adverts

The use of colour in adverts

Colour is one of the most powerful elements of design in adverts, as it can change the viewer’s perception of the advertisement, regardless of what the product that is being advertised is.

Red

•      Associated with all things intense and passionate, danger, fire, energy and excitement

•      Symbol for violence, blood and war

•      High visibility → used for road signs

•      Indicates courage → used in many countries' flags

•      China - indicates celebration or luck

•      India - colour of purity (used in weddings)

Yellow

•      Colour of sunshine

•      Indicates energy, optimism, joy, hope and warmth

•      Symbol of spontaneity and impulsiveness

•      Dull yellow is associated with decay, sickness, jealousy and deceit

•      Asia - symbol of royalty and sacredness

BLUE

•      Depth and stability → colour of the sky and sea

•      Symbol of freedom

•      Associated with tranquillity, wisdom and loyalty

•      Symbolic of cleanliness, technology and security

•      Masculine colour

•      China - associated with immortality

•      Hindus - the colour of Krishna

•      Jews - holiness

•      Middle East - protective colour

ORANGE

•      Associated with enthusiasm, attractiveness, energetic, creativity and warmth

•      Creates an invigorating effect

•      Symbol of fall and harvest

•      Ireland - religious significance (Protestant)

GREEN

•      Associated with Nature, youth, fortune and vigour

•      Also associated with feelings of envy and jealousy

•      Indicates inexperience (a greenhorn)

•      Darker green associated with money

•      The colour of Islam

PURPLE

•      Connotes royalty, nobility, wealth and extravagance

•      Symbolic of wisdom, magic and arrogance

•      Associated with mourning

•      75 percent of pre-adolescent children prefer purple to all other colours

GREY

•      Associated with security and solid

•      Linked with maturity, old age and dignity

•      Symbolic of conservativeness and boredom

BROWN

•      Associated with Earth, home and comfort

•      Represents down-to-earth, boring or sophisticated.

•      India - the colour of mourning

PINK

•      Associated with romance and love.

•      Also associated with feelings of calmness.

•      Female colour.

White

•      Represents purity, simplicity and faith

•      Associated with clinical elements → hospitals

•      Colour of perfection

•      Represents peace → colour of doves and snow respectively

•      Japan - white carnations signify death

Black

•      Gothic representations → death and evil

•      Symbol of grief

•      Associated with power, mystery and fear

•      Positive connotations - elegance and class

•      Aggressive and strong colour