There is more to color than what initially meets the eye; it is how your audience react to it.
Color is a vital part of any design and as marketers and designers, we should learn how use colors to our advantage. We should at all cost take into consideration many factors such as: the company being represented, the kind of product or service that is being offered, the over-all theme or concept of the promotion, if there is any, and many others.
It is then a must to use colors that your viewers can easily associate with your company and to the products or services you are promoting. If you are offering bottled mineral water, it is always safe to use blue. Or if you are selling tomato ketchup it is always wise to use red.
Suggestions for Use of Color in Printed Material
– Always take into account your company color, if you have one. And if the theme you have chosen matches it, do use liberal amounts of it on your design.
– If you are itching to catch attention, it is always easiest (not necessarily the best option there is) to use warm colors as your background. This could be effective for billboards and posters; however, here’s the catch: warm colors tend to irritate the eyes and if you have a long text, chances are readers will not finish reading what you have written. Also, it should always match other colors that you intend to use as well.
– On the other hand, feel free to use warm colors to emphasize words, that is in respect to whether it will compliment the background. Make sure your text is readable.
– Also, the safest background color to use is always the neutrals since you can pair it up with any other color. Black for instance, it is easy to pair up with almost any color (all six basic colors apply), except for very dark shades. Many people also use a plain white background in contrast of the subject and of the text.
– Lastly. do have a concept or a holistic idea on how your design will flow, or for most cases, how your whole campaign should look like. Have something that your audience will think about. Engage them to think more about you instead of the company who owns a bigger billboard next to yours. In this day and age, catching the eye is not always enough. It will always boil down on how you make the audience think and feel.
Make sure you get your printed material done with a color printing service that does your palettes justice! It’s best if they have free digital proofs as well as the option to get hard copies, even before you pay for the printing – because that’s your right as a marketer or designer; your prints have to be perfect, and you have the right to know that what you’re paying is worth it.