The use of color in advertising

The use of color in visual communication creates its own language that promotes products, services, brands, etc. The language of color helps to assimilate information, enhance the speech effect, evoke certain emotions and associations in the target audience, simplify the recognition of certain objects, stays in memory for a long time and helps to highlight the priority details of the object. In the course of various studies, it has been found that the effectiveness of advertising is influenced by the number of colors and their combinations. In modern conditions, it has become popular to create a corporate identity, or branding. It is a kind of advertising phenomenon that assumes color and graphic parameters that provide visual unity to the object.In communication, each person perceives the basic signals of a certain color in the same way, regardless of personal preferences, mental characteristics, age, gender, etc. When people see the same color, they experience a "psychological correlation" of color, sound, taste, shape, smell, and tactile sensations, which is called synesthesia.Synesthesia has long been used by artists and writers. For example, J. Itten, as mentioned above, correlated a certain color with each geometric shape. In the 20th century, many scientists and researchers, including psychologists, became interested in the problem of synesthesia. They said that the phenomenon of synesthesia is inherent in all people, but it occurs rather on an unconscious level. The sensation of any taste or smell comes unexpectedly, it is beyond the control of a person's desire, therefore it is versatile and monotonous for everyone. Naturally, the use of synesthesia in visual communication, in particular in advertising, is common. Moreover, in order for your advertising company to be successful, psychologists recommend using this phenomenon. It helps to focus the buyer's attention on the individual properties of the product and form a positive opinion about it. Let's analyze each color from the point of view of synesthesia, revealing what feelings and emotions it causes.Red is energetic, sweet, delicious, conveys a feeling of warmth and heaviness. It is good to use it for advertising food and alcohol products. But at the same time, the use of bright red in the packaging of sweets, candies, and confectionery products can provoke a feeling of satiety and immensity. It is also not recommended to use red in advertising and packaging of products for the elderly, as it means aggression, sexuality, and activity.Blue – calmness, silence, coolness, sweetness, it conveys a feeling of humidity. It is not recommended for use in food advertising because food in blue looks like rot. A similar experiment was conducted by Alfred Hitchcock at the time, when he sat the guests down at the table and turned on the blue lighting, which undoubtedly spoiled the appetite. It is recommended to use it for the decoration of mineral water, vodka, household appliances, such as air conditioners and refrigerators, plumbing. The bright blue color symbolizes aristocracy and exclusivity, which is why it is often used in advertisements for cigarettes and whiskey.Green is a fresh, light, acidic, healthy, most environmentally friendly color, and it is associated with nature. It is good to use it in advertising wellness, environmental and medical products and preparations, as well as in the design of therapeutic cosmetics. It is better not to use sugar for advertising, as it is too acidic for it. It is also not recommended to use it without the accompaniment of other colors, otherwise it will create a sluggish boring atmosphere. It is good to combine it with yellow and white colors.Yellow is bright, cheerful, cheerful, light, but at the same time disturbing. This color is contradictory, so it can be used in the design of completely different products. For example, in the advertising of tourist services, where it will symbolize the sun and the warmth of relaxation. It can also be used in advertising baby food and butter and sunflower oils. But we must take into account the negative characteristics of yellow. If used on large surfaces, it will cause nervousness and irritability.Purple is mystical, disturbing, complex, heavy, and peculiar. It is good to use it to promote products in order to emphasize their special character and originality. It is also indispensable for attracting creative people: artists, musicians. This color is used to decorate music stores.Brown is the color of stability, strength, reliability, the color of the earth, it evokes trust and a sense of comfort. It is very often used to advertise cognac products in combination with a dark blue color, which indicates the tradition of the drink. It is appropriate to use it to advertise furniture, which will indicate its strength, reliability and convenience. In relation to products, it is used in the design of bags for bread and chocolate products, very often in coffee advertisements.Pink is the color of femininity, softness, tenderness, lightness and sweetness, and appetite. It is often used in advertising children's products and things, the sweets market, and is widely used in the design of goods for women, such as perfumes.Black is heavy, impressive, weighty, and justifies the high cost of high–end products. To add importance to an advertising campaign, black is often used in conjunction with other colors. For example, the combination of black and gold will emphasize the solidity and luxury of the product.White is pure, light, light, moderate, noble. It means sterility, purity, shows transparency and sincerity of intentions. It is used to decorate cigarettes to show lightness, dairy products to show purity and freshness of taste.Color is the strongest weapon in the hands of advertisers, it is able to influence the minds of consumers, create a realistic opinion about the product, and makes it easy to remember the product, among others. That is why the most famous and successful companies and brands have their own individual and win-win corporate identity. It includes a trademark, a logo, a corporate slogan, corporate colors and other parameters.For example, a global "giant" like McDonald's uses only two colors in its corporate identity – red and yellow. These colors evoke an appetite and a cheerful mood. The Coca-Cola company also uses red. In Russia, MTS took it as a basis in combination with white, using a very effective law of contrasts.Nivea also used two colors as a basis – blue and white. Since it produces cosmetics, this combination is very advantageous. The blue color soothes, gives softness and tenderness, which undoubtedly attracts customers when buying their most famous moisturizer in a tin can.Advertising in tourism is very interesting from the point of view of color setting, most often yellow, orange, blue, and light blue are used in it. So, the Coral Travel travel company used these colors as the basis of its logo – yellow-orange and blue. For clients, the first color is a symbol of the sun, warmth, and joy, while the second is the color of the sea, tranquility, and relaxation. Together, these colors make an ideal pair to advertise a seaside vacation.Thus, successful corporate identity color schemes were shown using the example of various advertising campaigns. It is safe to say that the best of them used only two main colors, and then diversified the range with the help of related shades. This effect reduces irritability and irritability. https://agentlotto.com