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The Influence of Color in Print Marketing

By Admin | Mar 05, 2019 | Print Marketing

Pantone recently announced their 2019 Color of The Year: Living Coral. The Pantone Color Institute has been awarding the “Color of the Year” for 20 years, influencing product development and purchasing decisions in multiple industries, especially print marketing.

The Color of the Year selection process involves extensive trend analysis by Pantone’s color experts as they comb through influences in multiple industries including fashion, home furnishings, industrial design, and more.

This year’s selection, Living Coral, is a nurturing color that appears in our natural surroundings and displays a lively presence. The color symbolizes the balance between the onslaught of digital technology and social media being increasingly embedded into our daily life, while we also seek authentic and immersive experiences that enable connection and intimacy.

The Power of Color

So many elements go into graphic design, branding, and print marketing, but color is a huge factor that psychologically influences our audiences.

When creating a logo, brand identity, or piece of print, one of the most important elements to start with is what color scheme you will use.

Countless studies have shown that color has the power to influence purchase intent and convey certain emotions. Here are some ways colors can be used to influence your audience in print marketing:

  • Blue is a cool color that stimulates creativity, promotes calmness, and ease. It is typically used in industries like finance, insurance, and education where clients need extra assurance to build a sense of trust.
  • Green is a soothing color that has a healing and stress-relieving effect and is often used in hospitals or medical industries. Its perception as a natural color also makes it a popular choice for advertising environmental issues and natural products.
  • Red is a color of strength that evokes aggressiveness and power. Because of its emotional intensity, it’s best to be used sparingly as an accent color. It’s best used in the food industry or retail to stimulate hunger and drive sales.
  • Black is an authoritative color that represents sleekness and class, but can also convey feelings of darkness and fear. It’s typically best used in traditional industries like corporate businesses, law offices, and accounting.
  • Yellow is used to convey warmth, happiness, energy and friendliness, which makes it great for children’s toys and clothing, and entertainment industries.
  • Purple is a symbol of royalty and power and is typically used in artistic and creative industries like fashion or art.

Color Pairing

Another powerful way to leverage color in marketing is to utilize color combinations to create cohesive imagery. This year’s Color of the Year, Living Coral, pairs well with beach tones, like sand colors or aquatic tones.

Some other ways that colors can pair together nicely are white & red for a restaurant, green & brown for an agricultural company, purple and black for a cosmetic company.

Work with A Local Print Shop for Your Print Marketing Needs

If you want to leverage print marketing services to help your business grow, you should work with a local print shop for best results.

At Monarch Graphics, our in-house team of graphic designers, top-notch attention to detail, and state-of-the-art equipment set us apart from the competition. If you’re interested in working with us at our location in Bonita Springs, Florida or Central Islip, New York – contact us today!

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