Why You Probably Shouldn’t Paint the Town Red: Color Theory for Marketing and Advertising

Every consumer, believe it or not, is a colorist:  one who picks and interprets color combinations.  Humans innately form associations between certain colors and emotions.  Advertising and graphic design harnesses the psychological power of color to lure (and educate) consumers to make a purchase.  As we’ve discussed previously on the McCauley Marketing Services blog, emotions influence buying.

Red is a color that is often used by restaurants and large retail establishments for the sense of excitement it yields.  In fact, red is scientifically observed to increase one’s blood pressure and stimulate the part of the brain that controls the human hunger response.  Conversely, blue and green are cool colors that possess a calming connotation.  Cool colors are also said to convey feelings of trust and experience:  a major reason most financial and medical institutions favor these hues in logo design.

Color forecasting is an industry devoted solely to researching and polling designers, manufacturers, and end consumers.  Color forecasters work with companies like Pantone®, one of the world’s color authorities, to create palates that represent the “color trends” of the year for the fashion and interior design industries.  In spring of 2010, Pantone® declared turquoise the color of the year.  A blend of green and blue, turquoise was adopted by fashion, interior design, marketing, and graphic design industries across the globe.

Last year’s tumultuous economy and leadership uncertainty created a need for reassurance that the products and services being made and sold in the United States were quality:  a perfect opportunity for branding overhaul with a color that evoked a sense of security.  As the end of the year quickly approaches, marketers and designers wait with anticipation for this year’s color of the year announcement.   Will it be gray for stability and reassurance?  Green for growth and vitality? Stay tuned to the McCauley Marketing Services blog as we share developments in marketing, public relations, and advertising.