Psychology of color and its applications in graphic design and advertising

Everything that surrounds us is full of color, they accompany us, consciously or not influence us, for example, in our state of mind and it is from there that what is known as applied color psychology, specifically in advertising marketing and audiovisual work where it has been very useful.

What is the psychology of color?

Is a science that allows analysis studies, as influences, the colors, the behavior and the perception of the human being, as well as the emotions that are derived from these perceptions.

From this concept, advertisers and graphic designers they make use of what each color symbolizes to achieve their goals of product placement in desired industries and to ensure sales.

This is how each color has specific uses in the advertising field, which is why when designing, colors are strategically applied in letters and throughout the packaging (boxes, envelopes, bags, etc.).

Colors and their uses in advertising

Yellow

The public associates this color with agility, speed and that is why we often see it in the advertising of fast food establishments, whose majority audience is children and young people, in addition to also being present in products on sale or low-priced merchandise where the implicit message is the quick sale.

The psychology of color is related to intelligence and creativity and also to anger and envy, so its use must be balanced to avoid adverse effects.

BLUE

If the product is aimed at a young segment, light blues and bright tones are used, if they are aimed at a more sophisticated and sober audience, dark and more opaque blues are appropriate.

Color is associated with deep feelings, is sober and transmits serenity and quiet, although used in excess, the effect can be somewhat depressing.

Blanco

It is used to publicize products that bring benefits to the life of the individual, well-being and comfort, such as household appliances, dairy foods, low fat, baby products, for household cleaning, etc. The purpose is to convey innocence, absolute tranquility, the pure, the whole and depending on how it is used it can give a vacuum effect.

Grey

In advertising it is used to any product you want to show as luxurious, of quality, elegant, sophisticated and using the metallic appearance provided by this color that emulates the coldness of metal. This color is born from the union of black and white and represents a mixture of conflicting feelings and actions, for example, joys with sorrows.

Brown

It is the ideal color for products whose target market is the elderly, it suggests quality and intermediate prices. It is related to serenity, to autumn and to the passing of time.

Orange

Color quite striking identified with youth, is used to promote products on sale and certain promotions. It is associated with warm times, with joy, an enthusiasm that must be used in proportion.

Black

Its use must be very well cared for and without excesses, but it is ideal to represent style, elegance and sobrietyIf the item is luxury, this is the indicated color.

Silver and gold

They are also used for luxury products, perfumes, clothing and others, revaluing their price and status. These shades suggest wealth in a big way and that is why they are used with great success.

Violeta

Its target audience is very selective and demanding when it comes to quality and reputation of a brand, usually adults, but it is also used in certain products for children and young people. The color is related to being perfect, with the spiritual.

RED

It is used in any product where you want to attract attention, in offers, liquidations, merchandise auctions, etc. color with a lot of strength and energy It is recommended not to use in excess.

Verde

It is the appropriate color for advertise products that are related to nature, with freshness like vegetables. Color is associated with nature, with hope and tranquility.

For those of us who advertise on a small scale, it is interesting to understand this from color psychology and how to use it.