Why is color important?
Colour carries emotional resonance with it- in that, when we see a colour, we have an emotional response towards that colour. Blue can be sad, calm, and confident while yellow is happy, light, and cautionary. We naturally associate colours with emotions because it is hard to put words to what we are feeling.
Colours connect to our feelings in a unique and memorable way, which makes them a powerful marketing tool to keep in mind for your design projects. The colours in your design need to be purposeful and have meaning in their use. You want to discern what message you want to share about your upcoming event, business, or product and make sure your colour choices reflect that. It’s also important to keep in mind the print medium and size and how it will be perceived by the passing audience and what can draw their attention. Particularly, in large format print projects, color matters because that is what will draw the eye and be the first line of communication.
Colour is helpful in communicating your message because it draws attention, sets the tone of the message, and guides the eye where it needs to go. It presents a sense of direction and recognition that people can identify and relate to.
It is easy to fall back on your personal colour preferences when creating your marketing design, but the most important thing to remember is that your design needs to speak to your prospective audience. What colours will draw their eye? What colours best represent the message you’re trying to share? What colours consistently represent your business brand?
We are a visual society where people place enormous importance on the visual presentation of the service or event they are interested in. Colour impacts that decision in subtle ways and grows recognition for your business brand.
So what’s the bottom line? Colour matters.