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Does Color Matter?

YES it does!  There are three areas to consider when considering color production:

  • First is the desired intent of the designer

  • Second, consider the response of the audience

  • Third, consider your ability to output your vision

These three areas come together in the actual color on the paper. In order to understand how color on paper can bring these areas together, it helps to understand what emotions colors may invoke.

The Value of Color

Recent neurological and psychological research shows the significance of colors is often subconsciously triggered. Studies have shown that as much as 60% of consumers decide to purchase a new product based on its color — as opposed to quality, workmanship, or price guarantee. A consumer will evaluate most products within the first 60 seconds. Consequently, the presentation of any document is key to the success or failure of any campaign, whether that document is for internal use or for external marketing.

The Meaning of Color

Dr. Max Luscher, a Swiss psychologist, developed the meaning of specific colors and their relationship to multiple traits. Luscher claims there are four "psychological primary colors."

1) Dark Blue: Represents a need for tranquility.
2) Green: Persistent, obstinate, and self-centered.
3) Orange-Red: Excitable and assertive.
4) Yellow: Extroverted, optimistic, and joyful.

Primary Colors:

Red is an emotionally charged color. It tends to increase the respiration rate and raise blood pressure and can even increase you appetite. It creates excitement and is often associated with danger, war, power, strength, passion, desire, and love.

Blue is a trusted color. It can provide a sense of tranquility and security along with tending to symbolize loyalty, wisdom, trust, faith, confidence, and intelligence.  Blue tends to have the opposite affect as red wand can actually suppress the appetite.

Yellow is the happy color… it is the color of sunshine. It creates a sense of cheerfulness and helps to stimulate mental activity. When yellow is very bright, it can attract attention. It can also provide a very sharp contrast to dark colors. Yellow can have the appearance of being brighter than white if over used yet, it can also be disturbing if used too much. Requires the most complex visual processing, and is recognized by humans faster than any other color. Generally, companies with products associated with energy and technological innovation combine yellow's spontaneity and red's impulsiveness and power for their trademark. 

Secondary Colors:

Orange is the combination of the happiness of yellow and the energy and strength of red, symbolizing creativity, determination, enthusiasm, and success. In addition, orange indicates affordability. Because of its similarity to red, it is great to promote food.

Green tends to suggest endurance and stability, representing harmony, growth, and freshness. Green indicates safety and is obviously associated with money and wealth. With the interest in “green” products, it is the only color that can promote organic foods and products effectively. Certain shades of this color are used in interior design to make people feel "tended" and secure.

Violet or purple combines the energy and strength of red with the stability of blue. It represents nobility, ambition, power, and luxury; and symbolizes extravagance and wealth. It is often associated with dignity, independence, wisdom, and magic.

White is purity, goodness, light, and innocence. It is considered perfection. White is generally positive and simple. Often it is the color of charitable organizations, low-fat foods, and dairy products.

Black is elegant, powerful, and formal, but can also be associated with death. In marketing, it is dignified. In certain contexts, black is very negative (blacklist, black humor, etc). It can also denote prestige.

We Can Help

Your printed documents can help you to communicate more effectively knowing the correct color to send the message. Our color multi-function systems and printers provide the best quality color reproduction so you can be sure to create the most effective presentation possible for your clients.

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