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How to Leverage the Science of Color to Make Your Marketing Pop

// carsigns // March 10, 2017 //

What’s your favorite color? You’ve probably gotten this question since grade school, as it’s a quick way of opening a dialogue with a stranger on a universal subject. With the exception of those of us with sight impairments, we all see and have opinions on the colors present all around us.

We color our world each time we pick a hue for an accent wall, hang art or decide which shirt to wear with a favorite pair of blue jeans. Most importantly to us at HTH Inc., you also make these decisions when designing the look of your company’s marketing pieces.

Beyond simple aesthetics, there are scientific reasons behind why certain colors evoke oddly specific feelings in the masses.

The Science of Color

The fact is, there is no study that shows with 100% certainty that the color red makes people crave pizza or the color blue relaxes your audience–after all, everyone, depending on personal psychology, culture and simple preferences sees and reacts to colors differently. That being said, there are specific ways that color can play a major part in your marketing based on very real psychological factors.

Recognizability: When crafting marketing materials, especially ones as quickly digested as car top signs or banners, it is important to aim for instant recognizability. Always take advantage of your brand’s color palette, only utilizing colors that are consistent with brand standards. Using your restaurant’s specific hue of orange may tip off a passerby before they even spot your logo.

Mood and Context: Though you may not be able to accurately find the objectively “happiest” color on the spectrum, they can definitely dictate the feel of your brand and its ads. Hotter reds may be appropriate for bolder brands, where a brand focused on being eco-friendly or fresh may be better suited with a hue of green. These may seem like rather rudimentary concepts but many companies forego this thought process when setting brand standards and marketing pieces, instead choosing a color based on their personal preferences. Always keep the context of your brand in mind.

Make it Pop: Though you may assume that your sign or other marketing material should be based on a palette of analogous colors (darker blues, purples and violets, for example), some contrast has shown highly effective in catching consumers’ eyes. As explored within this excellent Entrepreneur article, many experts suggest brands accent their base analogous colors with complementary colors.

For example, imagine a brand utilizes green as its base color. To highlight a message, red would be the natural color to truly make a specific, accented visual pop.

There are many other factors that go into choosing the right colors for your brand and marketing, but hopefully this tip-of-the-iceberg look at color psychology helps you catch the eye of new customers. Once you pick the right colors, take a look at the easy and cost-efficient ways you can spread your company’s message to the masses with car signs, car door magnets and more.

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