Color can be your best chance to relay your message in advertising and a critical decision in the design of Point of Purchase displays!
There are many factors to consider when selecting colors to communicate your product’s message. First you must consider the established colors of the brand and the colors to include in the over all design that communicate the tone that reflects your product. Secondly, what are the colors that create or result in the desired reactions in your audience both emotionally and physically? Your goal is to capture the attention of your audience, exhibit the product while communicating its message and differentiating it. Given that today we live in a global society we must also understand that colors are perceived differently in different cultures around the world.
Once you have established your product’s message and identified your target market you move to understanding how that target reacts to particular colors. Colors have a psychological as well as a physical impact and therefore it is important to match the correct color with the image and tone of your product and message. Let’s take a quick look at a few colors and their attributes.
Red is a vibrant and extremely powerful color often associated with high energy, war, passion, desire, danger and love. It is reported to actually create a physical reaction by increasing heart rate and respiration. It is an extremely popular and lucky color in the Chinese culture. Products you may see this color used in are energy drinks, fast acting over the counter drugs or cleaners.
Just a shade lighter than red yet pink creates a much calmer and sweeter reaction in your audience. Pink is perceived as soft, peaceful and sweet often associated with femininity. A perfect choice for products such as candy, desserts and ice cream or relaxing body creams.
This is the easiest color for the eye to assimilate therefore perceived as very relaxing and calming, often associated with nature and freshness. Different shades of green cause different reactions such as the darker green is usually associated with financial products while bright greens like lime are often reflecting fresh and tangy products. Green has really grown in the Sustainability and Environmental movement and is commonly seen perceived by consumers as ecologically sound and all natural. Products such as household detergents and products depicting fresh use this color scheme often.
Blue is the world’s most popular color with universal association especially enjoys widespread appeal by men. It is thought to provoke impulsive and passionate responses while associated with clear thought and precision. Products often utilizing this color are computers, electronics, hi tech appliances and luxury grooming products.
Energizing and vibrant, yellow is an energetic and fun color that promotes a feeling of well being while boosting mental activity. It is a high impact color that sharpens one’s attention and is used in products that reflect an energetic, stimulus tone such as energy drinks, sports equipment and vitamins.
|Fast Facts to consider in designing POP Displays
|Another great link for more info about color!
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