Many people know that each color can create a particular mood. Moreover, the same color in different cultures has a different meaning. It is connected with the history of ethnic groups, their legends, traditions and customs. Cultural characteristics complicate the task of unification of color solutions in advertising; it makes it necessary to find a «compromise» color scheme.
You can think that color design of advertising production is the simplest stage of product positioning. But it is a delusion. If you are trying to find a more effective color scheme, you have to remember some nuances: psychological influence of colors, associations with these colors, culture of the region, where the product will be sold, features of this group of products.
American psychologists have recently found that color plays the main role in advertising, when a person makes his or her own opinion about some products. Each color has its own psychological meaning.
Warm colors — red, yellow, orange — are bright, so they cause positive emotions.
Pastel shades are soft and are associated with tenderness and bliss. They have a beneficial effect on people.
Colors of soil are natural and practical.
The cold color scheme is calm. These colors are for intelligent people.
These color characteristics have to be considered when you choose color scheme for your product.
Some brands like using classical color combinations. They are red on white; yellow on black; green on yellow; white on blue; black on yellow; white on black; blue on yellow; blue on white.
Consequently, combinations of colors in advertising not only attract customers to the product, they create something we call «brand colors».