Color Matters—Choosing the Right Palette for Online and Print Graphics
When it comes to designing images for your business, there are a lot of things you have to think about. You have to think about what picture to use, what font to use, and what you want your message to be.
With so many things to consider, it’s helpful to dive into high-quality visual marketing resources. They will give you some ideas, but also helps to have some understanding of the basics. That’s definitely the case when it comes to color.
It may seem as simple as choosing a color you like when creating marketing materials, but there’s actually a lot more to choosing the right palette for both online and print images.
Consider the Shelf Life of the Image
The first thing you want to think about is the shelf life of the image. How long do you plan on using the image in your marketing campaign?
For example, you may want to create a special holiday promotion, which means you can use color combinations that you may not use the rest of the year. However, if it’s something you want to use year-round, you’ll have to choose colors that don’t evoke the feeling of a certain season.
This is especially important if you’re creating a logo for your business. If it’s something you want to be known for, it’s a good idea to choose neutral colors with just one or two eye-catching hues. Choosing certain color combinations can make your brand feel dated quickly.
Evoke the Right Emotions
Not only do you need to consider the shelf life of your image, you should also think carefully about the kinds of emotions you want to convey. Color can greatly affect how your customers and clients feel.
- Red: Most often associated with love, warmth, comfort, and passion.
- Blue: This hue promotes feelings of calmness, serenity, stability, and sometimes sadness.
- Yellow: A cheery, warm color, yellow is the most attention-getting hue on the color wheel.
- Green: Often used to symbolize nature, green also represents good luck, health, and even fertility.
- Purple: This hue is often associated with royalty and the exotic.
- Orange: This color can communicate excitement and energy, but it’s most often linked with autumn.
Think About Your Ideal Customer
It also pays to think about your ideal customer. That might mean something as basic as whether you market heavily towards men or women. For example, purple is one of men’s least favorite colors, but it also happens to be a favorite of many women.
Would your customers most likely be found at a colorful music festival, or a rustic coffee shop? The former may appreciate bursts of yellow and purple in your marketing materials, while the latter would prefer brown and deep shades of green.
Color really does matter. It can affect what kind of attention your brand gets, and ultimately your bottom line. Don’t be afraid to play around with a few different hues and versions of your marketing materials to find the colors that work best for your business.