As a print shop, ACE Printing & Mailing can help you design your brand to best appeal to your target market.
The first thing to understand about color is that everyone reacts to it. That reaction is mostly a result of the culture and experience of the individual. Meaning that no matter how much science and psychology you apply to your color scheme, you will undoubtedly repel someone. That is just the nature of human beings.
However, there are some instinctual responses to color as well. Almost every culture associates red, orange, and yellow with heat, while blue and green are cool. As the primary heat sources – fire and the sun – tend to be red, orange, and/or yellow; while water is in the blue/green range, these associations make sense.
Additionally, neurological studies show that many colors produce physical responses. Red stimulates the senses and increases blood pressure while blue has a calming influence. Green is physically relaxing while yellow energizes and improves memory.
The Culture Difference If you do not consider the cultural background of your target market, you could end up designing a brand that attracts the exactly wrong group of people.
Red is a great example of how to send the wrong message. In eastern cultures red is generally a symbol of good luck, celebrations, and money. However, in Hebrew, red represents sacrifice and sin.
In China, blue is the color of immortality; but in Iran it represents heaven, spirituality, and mourning. In western cultures being “blue” is not good. However, in Feng Shui – a language many people are learning these days – blue has many positive connections, including love, healing, and trust.
Obviously, the type of person you want to attract is important to how you will attract them.
The Gender Difference There are also some commonalities associated with gender and color preferences.
While both genders tend to favor blue, a color study by Joe Hallock showed that while a large portion of women rank purple as a favorite, men do not. In addition, men tend to favor bright, or bold, colors and women tend to lean towards the softer shades.
Putting it All Together Color arrangement is just as important as color choice. At ACE, we have an Art Director and graphic designers on staff. These color professionals can help you create your brand to generate the greatest impact on your target market.