In relation to my last post (How to design a logo?), today I would like to write something about colors and their meaning in our lives.
Colors have many important functions in our lives. They affect our senses through associations with taste or smell, and also affect the mood by improving mood, adding energy or depressing. Paying special attention to them when designing a landing page or advertising creations, we can, thanks to simple measures, more effectively influence the behavior of recipients.
Colors affect emotions through associations invoked by the mind, related to previous experience. The right choice of colours should be adapted to the recipients, and thus should include:
- Significance of colors in the target group
- The importance of colors in culture
- Psychological meaning of individual colors.
Significance of colors in the target group.
The most important factor in the selection of color is the target group of the advertisement. Colors and their shades may have different effects depending on their age, gender, social status or subculture. Taking into account, for example, gender, it turns out that men prefer blue. In turn for women, choosing one favorite color is difficult. They prefer definitely cooler and less saturated colors. It is also not surprising that they notice much more colors and their shades, while the statistical knowledge of a man is limited to the basic palette of colors.
The importance of colors in culture.
People usually have similar associations with regard to colors, but some of them do not have universal meaning in the world. Depending on the region, they may have a different aesthetic impact and take on a different, sometimes quite different sense. For example, black in European culture is a funeral color, while in other countries it has a positive symbol, eg in China it represents happiness, and in India it is the color of life.
Psychological meaning of colors.
There are two poles of colors in the color scheme. At one end of the spectrum there are warm colors: reds, oranges and yellows, which are perceived as vigorous and extroverted colors. In turn the end of the opposite pole includes greens, blues and purples. Cold colors are perceived as calm and introverted. Depending on the emotions we want to evoke among our visitors, we should choose the colors from the appropriate pole.