When it's red, when it's green, and when it's blue.

Remember when you selected colors for yours - what were you guided by? If the old grandfather’s rule is that you need a color that attracts attention, that’s only half the battle.

In this article we will tell you about the general practice of meaning various colors, which are used in advertising.

Red color in advertising

Because its brightness and saturation attracts attention and immediately catches the eye. Just don’t need to “sculpt” it everywhere, first understand the properties of the impact of this color and think about how appropriate it will be in your advertising messages.

This is the color of love and passion. Very bold and daring - if you use it, you need to be confident.

Remember what in your everyday life do you associate the color red with?

Pomade
Prohibition signs
Blood
Ad title color

And think about whether your product and the specifics of the company’s activities can evoke the necessary associations with the color red. For example, I was amazed when I saw an advertisement for a dental clinic in red colors... Association with blood... Not the most pleasant association for such a field of activity.

Blue color in advertising

I confess - this is my favorite color. I don’t even know why, I like it - that’s all.

This is a strict color with a very important philosophy, which is associated with the following business qualities:

decency
responsibility
reliability
influence
seriousness

This is a calm color that is not “insolent”, it simply says - you have decency and responsibility in front of you, we don’t need to shout about it, it can be felt from a distance.

Why do you think business suits are dark? Blue colour predominates? You already know the answer.

They say blue is the favorite color in the United States. Although I am not an American, I share this love.

Green color in advertising

The color green evokes two associations - life and money.

Remember how I talked about the dental clinic and the color red? So, in this case, it would look more appropriate in such advertising green color. Red is pain, green is life.

Given the widespread love for the environment, the importance of green in advertising has increased significantly in recent years.

If you are selling success and wealth, take a closer look at this color. It’s not for nothing that “dollars” are popularly called “green” or “greens”.

Yellow color in advertising

Main character yellow is the sun. Associations - warmth, joy and happiness.

However, it is one of the colors that lures the eyes. Examples:

advertisements on poles
stickers on websites and print advertising like “Best Sellers”
price tags on goods

It is often found on various packages. Yellow is not as aggressive and provocative as red, but it nevertheless attracts the eye no worse than its more passionate counterpart.

Agree that a yellow background is not as irritating to the eye as a red one.

The color yellow has a very close friend - the golden shade. It has a different meaning - it is wealth, high cost, and also sophistication.

Receiving a “gold card” is considered prestigious - thanks to gold for the association.

Orange color in advertising

This is also a shade that is designed to attract attention.

It is the color of benefit, fertility, prosperity and productivity.

It is also the color of fun and joy, it is not for nothing that the group “Chaif” even has such a song as “Orange Mood”.

Orange is often used as a color for new products.

An ideal option for the entertainment sector, it is not suitable for a strict business and product, because with all its brightness it does not create the impression of high cost, maturity and seriousness.

Pink color in advertising

The color of tenderness and innocence, as well as mystery.

Its target audience is young people, mainly girls.

It may be a calm color, but it always has a sense of intimacy. One of the popular colors women's clothing, including underwear.

The color pink is also loved by children, so many sweet packages and wrappers often contain the color pink. Do you remember children's chewing gum? We often notice pink colors there too.

Black and white classic

But there is no need to associate them with good and evil. If white is the color of purity and beginning, then black is the color for the TOP segment, which speaks of status, high cost and even a certain formality.

Remember, premium and luxury cars - what are their most popular colors? That's right - black and white.

I hope this information was useful to you. Choose the right colors.

First, let's do a little experiment. Here is a set of colors: blue, green, orange, yellow, red. Close your eyes and imagine something associated with these colors. Now we will try to guess your associations. So, in order: sky, foliage, orange, sun, blood. If none of the points match, then you are either an incredibly creative genius with rich life experience, or colorblind, and this text is unlikely to be useful to you. If we hit the mark in at least one case, then we invite you, together with TAM.BY, to dive into the study of color perception and see examples of how marketers famously use one of the most powerful tools of influence.

Surely you have heard at least once in your life about such a concept as “color psychology”. This branch of psychology studies how we perceive color depending on cultural, social, physiological, emotional and a number of other factors. In addition, every person has personal experience, associated with profession, hobbies and situations that happened to him in life. Therefore, it is impossible to say exactly how someone will react to a certain color: no matter how much you say that yellow causes joy, you will ignore this color if you do not like it or evoke the opposite emotion. However, in a world where 85% of buyers cite color as the primary reason for choosing a product, marketers and designers cannot accept this “impossibility.” We will try to uncover their conspiracy and tell you how to stop reacting to colors the way they expect us to.

Why do we choose certain colors?

There are many theories about why we prefer one color or another. For example, evolutionary theory suggests that women like red because, from the time of gathering, they should have been able to see ripe berries and fruits in green foliage. Men, on the contrary, were engaged in hunting and fishing; accordingly, they are closer to blue, the color of water, or the colors of the animals they tracked: brown, gray, black.

Proponents of the linguistic approach are confident that even the name of a color evokes certain feelings, because unconsciously we react to advertising and the indoctrination of “color stereotypes” into us. For example, broadcasting red objects as indicators of determination, seductiveness and success. Having encountered the words “Ferrari” or “lipstick” in the text, in our imagination we automatically color them scarlet, because we have seen these objects in this color a thousand times.

At the same time, red indicates something that you need to pay attention to because it is different: it costs less, looks brighter, tastes sweeter. Thus, many companies encourage their customers to make purchases using labels with the inscription “Red Price”. There is also research showing that shoppers prefer more sophisticated color names to conventional ones. You will be more likely to choose “mint” over a simple blue or “Marsala” over a boring burgundy.

Another thing that influences choice is our gender. According to Joe Hallock's famous 2003 study, while most men and women share similar preferences for blue and green and dislike brown and orange, they were split on purple: only 8% of women said it was their least favorite color, compared with 22% of men. % are not his fans.

There are sciences, for example, color science, which analyze the processes of color perception based on physical, physiological and psychological reactions. It is thanks to the work of scientists in this field that we know how colors affect mood or state - the same red makes breathing quicken and the heart beat faster.

Realizing the enormous impact that choosing the right color can have on attracting new customers, advertising departments around the world are poring over studies and books by color scientists. Let's look at examples of how they try to manipulate us with the help of color.

Red

The most popular and most meaningful color in advertising. No other color evokes such a range of emotions and associations as red. According to surveys, for many people this color is associated with danger, anxiety, rage and fear. It seems that these are not very good emotions to associate your brand or product with. But the fact is that these feelings are abstract, that is, they evoke an idea on a subconscious level. But many brands use other aspects to create a story around color.

For example, Coca-Cola made red the color of Christmas, pleasure and pleasant anticipation. Other companies take advantage of this because it is more profitable for them to adapt to the idea that you have already formed than to create a new one. Clothing manufacturers in winter collections Red is often used because it is easier to sell during this period. Who needs a yellow or purple reindeer sweater?

It has been proven that red causes an unconscious feeling of hunger, which is why all famous fast food chains have red in their names. Another consistent use of red is to attract attention. Therefore, all kinds of “promotions”, “discounts” and “sales” are written either in red or on a red background. It arouses interest and encourages action, so if you see an abundance of this color in a store, rest assured: they are at least trying to sell you something. Seduced by the illusion of activity and determination, in reality you are simply following the lead of a bright bait.

Yellow

Perhaps the second most popular color. Besides the fact that it is as bright as red and is just as actively used to attract attention (when you are in a store, look at the color of the discounted price tags), yellow has its own line of associations. You can probably name them yourself, so let’s check the lists: joy, warmth, energy, sun, childhood, positive. It’s not for nothing that the smiling emoticon is neither blue nor pink.

The color of lightning and taxis all over the world, yellow is associated with something fast and swift. Now look how yellow in combination with other colors affects the perception of speed:

Because of its brightness and sunshine, children love yellow - and manufacturers of children's products take advantage of this, convincing parents that yellow jars are a wonderful choice. At the same time, the compositions are often unsafe for children, so we urge moms and dads to pay attention not only to the appearance, but also to the contents.

This color is also associated with home and everyday life. Packaging detergents, rubber gloves and dish sponges are traditionally made yellow, so whether on purpose or not, manufacturers strengthen the connection between yellow and household chores in our minds, so when choosing between yellow and purple window cleaner, we may unconsciously choose the first - simply because we already got used to it.

Green

The color of life, nature, movement and harmony. Strongly associated with health benefits and the right choice, which is why it has become one of the favorites of some unscrupulous manufacturers. Even the concept of “green camouflage” or “greenwashing” (from the English green - green) appeared. This is a marketing technique that creates a “green” image around a product or service when in fact there is no reason to do so.

There are quite harmless examples of greenwashing - for example, an image of a green leaf and the inscription “100% natural” are placed on the packaging of buckwheat. Yes, this may be done to make you prefer this particular packaging, but it won’t do you any harm overall - after all, it’s just buckwheat. However, there are also truly dangerous examples when marketers, trying to promote a product by speculating on the topic of benefits and environmental friendliness, can sell products that are harmful to health, such as household chemicals, under the guise of uncertified “eco”, “bio” and “organic” labels. To avoid falling for this scam, learn to understand the ingredients in products and read them carefully.

Remember another image that arises when you mention the color green? That's right, American dollars, which combined the idea of “green” and wealth. Therefore, many banks issue their form style in green.

Blue

Is there a single person who has not heard the statement that blue brings peace? We doubt it. However, this is too categorical if used without context: in one case, blue will indeed be the color of calm and confidence (it’s not for nothing that many airlines choose it for their logos), but in another it can be associated with fear - for example, if we are afraid depths and think about the ocean. Blue is also the only color that is unnatural in food, so it can cause discomfort and even nausea if found in food.

Research notes that blue and its shades are the favorite of the majority of the population, and thanks to several popular social networks, blue has also become the color of communication. Indeed, this color is rarely used for “imposition”; it is rather associated with something neutral, calm, with water and intelligence. However, these representations can also be used for manipulation: for example, if an unknown company wants to earn your trust, it will most likely resort to blue for its logo.

Due to the stereotypes that surround us since childhood, blue is considered the color of boys, and blue is the color of men, and marketers cleverly use this if they want to sell “male” products - for example, shampoos or shower gels, although in composition they have nothing different from the rest.

Today we looked at the so-called primary colors that are most often used in advertising. We’ll continue the conversation next week, but in the meantime, send your examples of using “color stereotypes” and become more aware of

Have you ever thought about the fact that each color means something and causes certain reactions in people? You may not even notice it, but when you see yellow, red, blue, or any other color, different areas in the brain are activated that make you react in a certain way to what you see.

Very often the “right” colors are used in advertising to achieve the desired effect. If you want to attract the attention of a potential buyer, then use bright red; if you want to relax, then use blue or green. There is even a whole science - color psychology, which determines the influence of certain colors and their shades on a person’s perception of reality.

We recommend reading:

In this article we will talk about how to use colors in advertising, and how to make it as effective as possible using puns, sounds and various color schemes.

The right color in advertising can increase your sales significantly

Red color in advertising motivates the buyer to take decisive action. We are sure you have noticed that red colors are used during the season of discounts and sales, as well as in order to convey to the buyer some urgent and very important information. As psychologists note, the color red evokes a strong desire to perform some action. This color attracts attention better than all others and fixes it on the desired object.

Color psychology claims that the semantics of red seems to say: “Don’t pass by, pay attention. Act for the sake of acting: thoughtlessly, quickly, decisively, boldly.”

The color red also has certain sexual vibes, and is often used in advertising with an erotic nature. It is also worth using the color red in advertising whose target audience is men. For them it has always been iconic. Apparently, the male brain especially clearly perceives and concentrates on this spectrum of colors.

But don’t overestimate the capabilities of red: it will be effective if used in moderation. Highlight a small inscription or part of an ad, and this will be enough to attract attention. At the same time, if there is a lot of red, it can cause some kind of disgust, irritation, or even aggression.

Orange color in advertising helps the buyer get a rush vitality, sets you up for optimism and joy. Our ancestors believed that the color orange gives health and develops creativity. Experts note that this color is best used in advertising medicines, products for children, as well as various services related to the healthcare sector.

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Color psychology notes that orange gives vigor and activity, but at the same time leaves a person in a calm state. This is its characteristic distinguishing feature from the red color, which also gives strength, but at the same time excites and excites.

Yellow color in advertising encourages communication and sociability. Psychologists note that yellow is very sociable and open, therefore, it is best used in advertising products of a similar type. It also brings calm and balance to violent emotions, calms anxiety, and makes a person feel calm and comfortable. The color yellow is associated with warmth and joy, conveying the same emotions to those who look at it. Amazing fact: this color is capable of “endowing” many objects with intelligence. Therefore, advertising of modern gadgets is done in yellow colors, or all its possible shades.

This color goes well with red, creating an interesting fusion that attracts a person’s gaze for a long time. A good example is the Shell logo, and all of their advertising products are designed in these colors.

But do not forget that yellow is also used in a completely different interpretation. This is the color of risky and dangerous situations. It is on the cars of gas services and rescuers, on radiation signs and all kinds of warnings about threats. Tractors, bulldozers, and heavy work equipment are also marked in yellow. If your advertising is related to something like this, then feel free to use this particular color as a basis.

Green color in advertising relaxes and softens, relieves severity and calms a person. Green is associated with nature. He is very good at advertising various natural products nutrition, medicines, skin care products. Green is often used in advertising of hospitals, pharmacies, clinics, health centers, etc.

What else green do we have besides nature? That's right, dollars. Therefore, this color can be used in advertising of various financial institutions, affiliate programs, methods of sales and earnings. In addition to being non-intrusive and relaxing, green also provokes the desire to try something new, to experience something that was previously unknown. It’s not for nothing that dark green colors are used by banking companies - Privat Bank (Ukraine), Sberbank (Russia), Rosselkhozbank (Russia), etc.

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Goes great with blue and white. It is the palette of these colors that is used in advertisements for various products of natural origin.

Pink color in advertising associated with romance and relationships. It is the advertising of products in this direction that should be accompanied by pink flowers and its shades. Color psychology notes that pink enhances feelings, making us more tender and affectionate. The advertising spectrum where this color can be used is very wide: from beauty salons, advertising of perfumes and cosmetics, to marriage agencies and family centers.

Blue color in advertising also tunes in to feelings. Of course, it acts differently than pink, and is aimed more at platonic, spiritual relationships. This color is associated with sky and water, with purity, tranquility, smooth movement and development. Very nice and neat color correct use which can bring a lot of benefits.

Blue color is also associated with spiritual development. Therefore, it would be appropriate to use it in advertising of various centers spiritual development, yoga courses, some esoteric lectures and meetings.

Blue color– the best option in advertising. First of all, he is not irritable. It's the color of water and you can stare at it for hours. The most visited sites on the Internet (the same social networks) use blue as their base color. It attracts attention like red, but unlike the second one it will never cause irritation and anger. Very loyal color. It's even hard to outline specific areas where you can use blue colors. They are ideal for advertising products that should be associated with reliability and authority. Many companies use blue in their logos and corporate colors. It is best to use blue color and its shades for companies involved in air transportation, airports, manufacturers of air conditioners and fans, breath fresheners, mineral water, seaports and travel companies.

Blue goes well with white, and this is perhaps a win-win. If you want to combine blue and some other color in your advertising, then you need to be very careful so as not to create a repulsive effect. Good option combining blue and red is the US flag. But this, it seems to us, is an exception to the rule rather than a pattern. Blue is good in itself, and its skillful use will bring many benefits.

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Purple color in advertising It is not used often, but it should be given due attention. Color psychology tells us that purple brings inner harmony and concentration. It helps you go deeper into yourself, abstracting from everything unnecessary and disturbing for you at the moment. Another one important detail– violet stimulates those areas of the brain that are responsible for creativity and development. And it is absolutely no coincidence that creative people choose purple as their basis. Experienced marketers advise using this color in advertising products where novelty and creativity need to be emphasized, or in cases where advertising is aimed at creative people. A few purple elements are enough, and your message will be perceived in the right way.

Black color in advertising you don’t see it very often, and there is a completely logical explanation for this. All people with a normal psyche associate black with something dark, gloomy, and sad. It makes you plunge into yourself and experience not entirely joyful feelings. Therefore, try not to make your advertising dark, do not overload it with black colors. Of course there is worldwide famous brands, who use this color in their logos and commercials, but this is most likely the exception to the rule. And if a brand is known throughout the world, then it can afford non-standard solutions.

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White is the exact opposite of black. It carries openness, light, purity. But don't forget that this is a completely neutral color. Although it will never cause irritation or negative emotions, it will be very difficult to convey the desired message with the help of white. As a rule, inscriptions and drawings are depicted on a white background, which are aimed at general familiarization, without further active actions. Using White color in advertising, you will not be able to focus on something specific or set the right priorities. Although in combination with red, white gives an excellent effect and incredible results. Many inscriptions about discounts, promotions and sales are made on a white background in red letters, or vice versa.

That's probably all we wanted to tell you. Now you know more about the psychology of color, and you can correctly use the right shades in your advertising. Always experiment, combine colors, look for optimal solutions, and watch people's reactions. Good luck!

It's gray autumn outside, and it's time for our third article.
Let's try to improve the mood at least a little with the help of color.
Today we’ll talk about yellow - the sunniest, most positive, cheerful color.
and at the same time the most informational, consumer and “cheap” color.

Every day should contain a bright deed.

Even the most ridiculous one.

Even if it's a yellow scarf,

tied on a birch tree.

Josef Emets

Facts you may know:

Yellow is the color of the Sun, therefore it often symbolizes warmth,
happiness and pleasure. This light color and warm, it evokes in a person
positive emotions, associated with joy and fun, fills
energy and gives vitality. If you think that you are not loved,
do not understand, or you are oppressed by a feeling of internal enslavement,
use yellow!
This color stimulates mental activity. Preference for yellow means the desire for independence, the search for new knowledge.
Yellow color has a warm, encouraging effect. Yellow
helps us hope and expect the best, but data from many
studies prove that yellow color in large quantities causes
anxiety in the brain and is reflected in human behavior.
This is the brightest color in the spectrum.
The words "yellow", "green" and "gold" are of the same origin.
The word "green" was formed on the basis of the common Slavic zelen and is
cognate with the adjective "yellow". In addition, the word "yellow" and
also German Gold - “gold”, “ash” (because ash is gray-yellow) of the same
the root of "gold". Over time, ideas about color often change,
and the ancient alternation of the sounds “g” and “z” goes back to Indo-European
era.
Yellow is a feminine color, it is the color of intuition inherent in feminine
the beginning. In Ancient Egypt, yellow represented a woman. In Greek
mythology, this color belonged to Aphrodite, Athena, and in the East yellow and
white are interchangeable and yellow signifies the feminine principle Yin.
In Brazil, this color is a symbol of despair, among Muslims in Syria -
symbol of death. In China, yellow is a very popular color and has been for a long time.
considered sacred as it is a symbol of empire, power and
splendor. Yellow for America means prosperity. For Russian
For a person, yellow is a sign of separation and betrayal.
During mass diseases and quarantine in Europe, yellow was hung
flag. Until the 12th century, yellow was associated only with joy and
happiness, but after the 12th century it became yellow clothes given to victims
Inquisition.
According to Confucius, "the sign of faith is contained in the color yellow." Yellow -
symbol of deity, wealth, luck and achievements in many worlds
religions (Buddhism, Judaism, Tantrism, Islam).
IN English language yellow is associated with cowardice. IN
In Arabic, a “yellow smile” is called an insincere smile. In French
“yellow laughter” (rire jaune) - artificial, artificial.
After the publication of the Yellow Book magazine, the color yellow remained in England for a long time
became a symbol of everything strange and eccentric, denoting
an entire era associated with the names of Oscar Wilde and Aubrey Beardsley. Yellow
Oscar Wilde's sunflower found its continuation in an orange carrot,
decorating the costume of Alexei Kruchenykh. And Mayakovsky invariably caused a sensation
with her famous yellow blouse. The appearance of this unusual costume
explained by chance: “I never had suits. There were two blouses -
of the most vile kind. A proven way is to decorate with a tie. No money.
I took a piece of yellow ribbon from my sister. Tied up. Furor. So, the most
The most noticeable and beautiful thing in a person is a tie. Obviously, increase the tie,
the furore will also increase. And since the sizes of ties are limited, I went for
trick: I made a tie shirt and a shirt tie." And one more thing
quote: “I am an impudent person, for whom the highest pleasure is to barge in, wearing
yellow
jacket, in a gathering of people nobly preserving modesty and decency under decorous frock coats, tailcoats and jackets.”
Currently, yellow emoticons are recognized all over the world.
Graphite pencils are colored yellow. This is due to the fact
that historically the best graphite was in China and was only painted yellow
Chinese pencils.
By decree of Nicholas I, which legalized in pre-revolutionary Russia
prostitution and brothels, prostitutes were required to have
a special “yellow ticket”, which in particular described in detail
their state of health.
Yellow light has minimal dispersion in the atmosphere, so
used as a signal, warning color. Often goes to
combined with black oblique stripes to enhance contrast.
A yellow traffic light means it is forbidden to start
movement at the intersection, but you can continue moving already started.
A yellow card in football means a warning.
The expression "yellow jersey leader" refers to a person
ahead of everyone else in something. The yellow jersey was the first time
introduced at the 1903 Tour de France cycling race. The yellow color of the jersey is associated with
by the newspaper L'Auto, which sponsored the Tour and was printed on yellow paper.
Nowadays the yellow jersey is used in many other cycling races, skiing
sports and biathlon.
The yellow press refers to low-quality publications chasing
sensations and gossip. The term comes from the comic strip The Yellow Kid.
published in 1894-1898 in the New York World and New York newspapers
Journal American. Both newspapers were known for reporting on
murders, accidents, etc. to entertain the readers. Except
In addition, they began a controversy among themselves over the authorship of the comic. Third
the newspaper called them “yellow press”, and the expression became popular.
Yellow House is a colloquial term meaning psychiatric
hospital. The walls in such establishments were often painted yellow.
It was believed to have a calming effect on patients.

Shades of yellow

100% Yellow - the brightest shade of yellow, it completely lacks
the other three components are CMYK. A simple formula makes this shade
the most common.

Golden yellow is obtained if you add a little to yellow
magenta. This is a group of yellow-orange shades characteristic of, for example,
natural amber or honey. Compared to pure yellow, this color
is perceived as more friendly and natural due to its warmth.
It is more common in nature. It is most often used for imitation
golden color

Lime is a shade between yellow and green, named after the color of the fruit. He
obtained by adding a small amount of blue to yellow. This
a cooler and fresher shade, undeservedly rarely used in
advertising and branding.

Olive is a dark shade of yellow. Close to the color of green fruits
olive tree. Can be formed by adding a small
amount of black into yellow paint. With further addition of black
olive turns into ocher. Color promotes calm and
pacification. It is often used in interiors, despite the fact that it
absorbs quite a lot of light, darkening the space, and requires
bright lighting.

Lemon is a lighter shade of yellow. It can be obtained by slightly diluting yellow with white.

Yellow color is actively used in advertising because the human eye
notices it first and it remains in memory longer than other colors. But these
yellow acquires wonderful properties only in proximity to saturated,
colors that contrast with it. The most profitable neighbor for yellow is,
of course, black. In terms of contrast, this pair surpasses even
black and white combination.

Yellow with black is the brightest and most aggressive color combination, we
found in objects that require increased attention. In nature it is
color of poisonous, life-threatening animals. In a person's life there is increased
attention is required, for example, on roads or at a construction site, when in a hurry:
taxis, barrier tapes, work equipment, navigation signs,
warning signs, etc. And all because this combination is one of
most easily visible to the eye.

Yellow and white are the embodiment of light and warmth. In advertising how
it is rarely used as an independent combination, because has a weak
contrast, but is found in the design of goods or interiors, if necessary
create a feeling of warmth and comfort, tenderness and friendliness.

Yellow and green are the most fun combination. The two most "frivolous"
open colors in the neighborhood create a summer, very sunny mood. TO
Moreover, this combination is clearly associated with the flags of such solar
countries like Jamaica, Brazil and many African countries. With this
it’s easy to overdo the combination, large quantities it will be annoying
and cause mistrust.

Blue is a bright color contrast to yellow. The combination contains
brightness and depth at the same time. It is very noticeable and often used
for consumer goods, and is also often found in
sporting goods.

Red enhances the qualities of yellow such as positivity and warmth,
It turns out to be a very friendly mixture. This combination is often used for
creating associations with accessibility and simplicity, for example in industry
fast food. Often found among entertainment brands:
Chupa-Chups, M&M`s (Red and Yellow), Disney characters, Ronald the clown
Macdonald, etc.

Examples of using yellow in communications

Emphasis/informativeness

Yellow is read by the brain faster than other colors, so it is actively
used when you need to highlight something or quickly convey information
or just to attract attention. It is to attract attention, not to make a statement.
leadership position or speak aggressively about yourself, as this allows
make it red. In order for yellow to work stronger, often
dark substrates are used - especially the combination of yellow + black. Here
how it works.

The history of the iconic Yellow Pages telephone directory dates back to
1883. In one of the printing houses that printed telephone
reference books, the usual color paper has run out. Then they had to
use the only paper left - yellow. This issue
directory attracted the attention of a huge number of people and had
incredible success. It was this accident that served as inspiration for
Reuben Donnelly, who created the Yellow Pages brand in 1886, becoming
the founder of an entire industry.

Classic note paper has been manufactured by 3M since 1968.
(under the name Post-it - since 1980). Fortune magazine included her in the list
the most important inventions of the 20th century. In its most common form, it is of course
It is yellow in color and measures 76 by 76 mm.

Yellow Cab was founded by John Hertz in 1915. By this time on
There were many taxi companies in the market.
The competition was incredibly high, and it was difficult to differentiate from competitors
it was almost impossible. To achieve its business goals, Herts
hired consultants who convinced him that yellow was the most
noticeable and eye-catching color. Consultants advised
repaint all taxi fleet cars yellow. Thus, companies
Hertsa managed to win the competition and perpetuate the tradition of the “yellow
taxi", which still exists today. And in 1929, Hertz decided to found
own car rental company. After making sure
practice in the prospects of yellow color, he decided to transfer
famous colors and the logo of his new company Hertz
Rent-a-Car.

An interesting example is the Nikon company, whose main colors are black and
yellow. At the same time, they chose yellow for roof installations
writing a logo. Few people dare to take such a step - after all, during the day this color
almost invisible against the background of the sunny sky, but at night all the risks
justified and Nikon signs are more noticeable than all others at night!

International non-governmental organization Amnesty International
draws attention to human rights violations and advocates for respect for
international standards. Its tasks include mobilizing the public
to put pressure on individuals who violate human rights. Branded
The organization's colors—bright yellow and black—are best at attracting attention.
attention.

Simplicity, accessibility, discounts

Yellow color is very often used by companies dealing with direct
sales to attract attention. The most common color for
inscriptions about discounts and various promotions are, of course, yellow. Even IKEA
when you need to draw attention to discounts or promotions, can adapt
colors of your logo using a combination of yellow and black.

Best Buy debuts its famous yellow
price tag logo in 1987, it represents low cost and
friendly customer-oriented brand policy.

BIC's mission is to make consumers' lives easier. BIC Products
provide affordable solutions to everyday needs. This is what happens
since the creation of the first product - ballpoint pen BIC Cristal,
at the same time simple and reliable.

Two more examples of the use of yellow by automakers in
mass segment: Renault and Opel. These are affordable cars, although not
position themselves as such.

Energy, vigor, speed

Let's start right away with one of the most striking examples - DHL. Brand
uses a combination of warm yellow and red colors in its logo.
Yellow color perfectly emphasizes the company’s values, its speed,
energy and dynamism. And as if to confirm our words, while we
wrote this article, DHL released advertising banners with the slogan “Yellow is
color of speed."

Another example of using yellow to declare speed is Western
Union. The values of this brand are speed, trust, reliability and
convenience, which allows the company to always be close to its customers,
when they need support so much.

Lipton was founded at the end of the 19th century by Thomas Lipton.
Glasgow, Scotland. Under the slogan “from the plantation straight to the cup,” Lipton wanted
to make tea a popular and affordable drink for everyone - a product
high quality but reasonably priced. From the very beginning of sales to the market
three varieties of Lipton tea were offered. The best of them was called Quality-1,
it was sold in yellow packaging with a red Lipton logo. Now this
The variety is known throughout the world as Lipton Yellow Label. Lipton tea with yellow
packaging is distributed in 150 countries, but it is not sold in
Great Britain itself. The main product advantage of the products
tea brand Lipton is the content of theanine, which promotes
stimulation of brain activity, energy production and good
moods. That is why the Lipton brand positions itself as a drink
causing a surge of vivacity and creative inspiration.

Friendliness, communication, fun

Yellow is a very positive, friendly and open color. Even in
categories where traditionally it is believed that it is necessary to emphasize
seriousness and professionalism, there is a place for yellow.

Italian bank of the “new generation” CheBanca! It is based on
consulting and training model. In branding he uses very rare
combination of white and yellow; in interior design - absolutely
transparent walls, rooms without partitions and mobile offices with bright
yellow backlight, which can be easily installed anywhere. All this in
combined with completely new standards of customer service
(for example, the manager and the client are on the same side of the table and communicate
like good friends) creates an image of a friendly, understanding and
bank accessible to everyone.

Raiffeisen BANK — good example how traditionally "dangerous"
the combination of yellow and black can be turned into a very friendly one. His
a vivid emotional image shows that a bank is not something formal,
cold and unfamiliar, but on the contrary - warm and close. Bank slogan:
"Difference in attitude."

And one more bank that is positioned as a friend bank -
New Zealand ASB. He communicates as equals and speaks with clients on the same level
language. All his communication is built on the nuances of communication and turns of phrase
colloquial speech.

Now the representative of the communications sector is the familiar Beeline.
After the 2005 rebranding, many promised the new design a short life and
did not believe that a “dangerous” combination of colors could bring any
useful fruits. However, the idea embedded in the brand was able to overcome
stereotypes in people's minds, and now the yellow-black image of Beeline is firmly
associated with brightness, simplicity, friendliness and positive
emotions.

Australian wine brand Yellow Tail has implemented a real
revolution in the wine market. This wine brand has completely changed the attitude towards
categories. For Yellow Tail, wine is an affordable, easy drink for
everyone. The brand philosophy is reflected in the image: it is bright, laconic
packaging, a friendly and dynamic kangaroo (brand symbol), and
simple flavor combinations and textures. The Yellow Tail brand places special emphasis on
attention to the segment of young, active and sociable wine consumers.

Shocking, superiority, sarcasm

Yellow color can also be used if you need to emphasize your difference, rebellion, or disagreement.

Lamborghini cars are strongly associated with the color yellow.
The impetus that forced the manufacturer of tractors of its own design
Ferruccio Lamborghini, to develop sports supercars,
sparked a conflict with Enzo Ferrari. Lamborghini became interested in sports
cars and visited the office of the Ferrari manufacturer, intending to order
own a car and fix some shortcomings and shortcomings in the model
Ferrari 350GT. But Enzo Ferrari did not want to listen to a man who had
experience and your fertile ideas that can significantly increase
car performance. Moreover, Enzo sent him to study
"its own business" with the remark that "Lamborghini will never be worthy
rival to his cars." A year after the events described, in 1963
at the Turin auto show, Lamborghini presented to the public its first
Lamborghini 350 GT.

Since its inception, the Euroset company has attracted
attention with outrageous advertising and PR. And of course, the main color of this
brand - bright yellow - played into his hands, supporting his defiant image.
Euroset has so firmly staked its claim on this color in its market that
that even the rebranding of 2011 and the obvious softening of the image aside
greater friendliness did not touch this color.

Hooligan inscriptions on yellow posters advertising French
shoe brand ERAM, are very frivolous and frivolous. In short, then
they have the same meaning: for the sake of shoes, the price of which is only 40-50 €, people went
for various sacrifices. And you'd have to be crazy to pay
more.

We decided to add Wonderbra here too. This company is famous
with his shocking advertisements, he also actively uses the color yellow in his
communications.

Industrial yellow

Equipment and transport services

For the already mentioned reason of "fast reading", the yellow color became
traditional for various types of special equipment and service
services: Karcher, Dyson, Stanley tools. Signal, distinguishable
from afar, the yellow color of technology is indicated in many color reference books as
Caterpillar Yellow.

Selective Yellow - the color of car fog lights
headlights The use of this shade of yellow in headlights is due to its
ability to improve visibility by removing blue light from headlights, so
how light in the blue region of the range is difficult for visual perception
person. Selected yellow does not blind the driver in rain, fog, snow
and does not create glare on wet roads. This shade lies outside the RGB gamut -
such a pure yellow cannot be achieved using RGB means.

Energy industry

Because yellow adds "warmth and heat" to any color combination, it is traditionally used in the energy field.

Food industry

Yellow color stimulates appetite, so it is often combined with red
used in the food industry. McDonalds giving up
red in favor of green, leaving yellow behind.

National color

Yellow is far from the most beloved and widespread national color.
color. One can distinguish a persistent combination of red and yellow,
associated with Spain. The yellow-green combination is typical for
Brazil and Lithuania. Yellow in combination with blue will be strong for many
associate with Ukraine. Yellow is an important state color for
Vietnam, Romania and Moldova, Macedonia, many South American and
African countries.

Despite the absence of yellow on the flag of Thailand, it is the color
His Majesty, and this is the second most important color for the country.

The most famous Swedish brands IKEA (which, however, is no longer
very Swedish) and METRO use the combination in their logos
blue and yellow, identical to the country's flag. You can also add here
pharmaceutical brand of AstraZeneca, Swedish postal operator Posten, global
leader in the production of equipment, materials for welding and cutting ESAB.

We love the color yellow and the Germans, who have red-yellow-black
National flag. This color is the basis of the style not only
the mentioned German brands Karcher and Opel, but also the national
the German post office Deutsche Post, the Berlin transport company BVG, and
also Commerzbank - the second largest bank in Germany. UHU adhesives,
energy company Yellow Strom, manufacturer of electrical
Harting connectors, German airlines Condor and Lufthansa also
use yellow.

Light and color are essential for effective advertising. Psychologists believe that light challenges a person and calls him to action. Shades of lighting evoke different moods in him. The combination of various lighting elements should provide such a play of light and shadow as to help show the product in a more favorable light, and vice versa, to weaken the perception of its least effective attributes.

Psychological studies have shown that a store window with lighting of 800 lux aroused the interest of 5 out of 100 passersby, with illumination of 1,200 lux, 20 people “lingered,” and illumination of 2,000 lux attracted the attention of 25 passers-by. It has been established: the weaker the light source, the thicker the shadow it causes, which results in the visitor’s fatigue in his efforts to examine the light and dark sides of the advertised product.

When preparing a poster, booklet or other printed advertisement, it is very important to think through the design well: position the text correctly, find an effective picture and choose the color scheme against which the product advertisement will be perceived best.

According to the results obtained in the course of numerous psychological experiments, scientists concluded that color in a certain way influences a person’s perception of body weight, room temperature and assessment of the distance of an object.

Thus, red, yellow, orange colors visually bring the object closer, increasing its volume and, as it were, “warming up” it. Light blue, blue, violet, black - visually move the object away, make it smaller and “cool” it. Therefore, when choosing a particular color to advertise a product, you should evaluate it in terms of these parameters.

The perception of color depends on the emotional state of a person. This is precisely what explains the fact that a person, depending on his emotional state, is attracted to some colors, indifferent to others and does not accept others. These patterns were discovered by Max Luscher in the middle of the 20th century. Creating your color test, Luscher proceeded from the fact that human perception of color was formed as a result of lifestyle and interaction with the environment over a long period of historical development.

At first, human life was determined mainly by two factors that were not subject to arbitrary change: night and day, light and darkness. Night meant conditions when vigorous activity could cease. The day required active action - searching for food, basic arrangement. Hence, the dark blue color was associated with the peace of the night, and yellow with the sunny day and its worries. The red color was reminiscent of blood, flame and related situations that required high mobilization and activity.

The attitude towards color was determined by the nature of life activity of many generations, gaining stability, and any manifestation of life activity, in turn, was always accompanied by one or another emotional state. Therefore, the attitude towards color has always been and remains emotional.

In addition, Luscher made another important conclusion for the advertising industry - color not only causes an appropriate reaction in a person depending on his emotional state, but also shapes his emotions in a certain way.

Semantics of color

Red - instills determination, is able to evoke in a person a strong desire to perform one or another action and, in relation to the topic of our conversation, to make an energetic effort and buy, for example, the advertised product. This color, like no other, can quickly attract attention and fix the eye on the subject of advertising. The semantics of this color is “attention, don’t pass by, act for the sake of action: boldly, thoughtlessly, give in to your first feelings.” The color red also has a certain sexual charge. This is especially necessary to take into account those who advertise products addressed to men, for whom red has always been a symbolic color.

However, do not overestimate this color: it is good in moderation. Thus, a small detail of an ad or catalog highlighted in red will be appropriate and will immediately attract attention, while its excessive use can cause aggressiveness and even irritation with the subject of the advertisement in the consumer.

Orange - helps to induce a surge of vitality, gives an optimistic tone. The ancients considered it the color of health and creativity. This color is best used in advertising medicines, children's products, as well as health and education services. Orange color adds activity, but at the same time gives a feeling of inner balance and spiritual harmony.

Yellow - sets up communication skills. This is the color of openness and sociability. It also helps to bring balance to runaway emotions, find inner peace, and calm emotional unrest. In addition, yellow can “endow” an object with intelligence, therefore, for example, advertising of high-tech products is best done in yellow. This color will be successful in advertising children's products, services of travel agencies, as well as advertising and PR agencies.

Green - softens everything, relieves the severity of experiences. This color has a healing, relaxing effect. And it will be appropriate and effective in advertising medicines, water purification systems, dental clinics and pharmacies, veterinary hospitals, health and environmental protection centers.

Pink - an excellent assistant in the field of personal relationships: it enhances feelings, makes us more attentive, affectionate and sensitive. The range of use of this color can be the widest: from advertising perfumes, products for women and children to the services of marriage agencies and family centers.

Blue - also tunes in to the area of feelings, but more sublime, more platonic than mundane. This is the color of friendly affection, kinship of souls. Blue is the color of peace and universal harmony. It makes it possible to feel an invisible connection with the Universe and is able to give the subject a holistic appearance, and the issue or matter - globality and a favorable outcome.

Blue - helps to concentrate on what is most necessary: not to get lost in details, not to be scattered. A blue detail in a catalog or advertising brochure will immediately attract attention and, unlike red, will never cause negative emotions.

Violet - the color of inner concentration. This color promotes internal deepening: it will help you abstract from everything unnecessary at the moment and concentrate on main problem. Another interesting detail is that purple stimulates the brain well and promotes solving creative problems. It is no coincidence that purple is so loved by creative people. Therefore, if you are advertising a product with which you want to emphasize the creativity of the product or are focused on providing services to the creative elite, a detail in purple will be simply necessary!

Black - the color of self-immersion: it helps to isolate yourself from everything, isolate yourself and concentrate on solving a particular problem. At the same time, this color can induce melancholy and despondency. In black comes a feeling of loneliness and isolation from the outside world. That is why it is better not to use this color in print advertising. This recommendation, of course, does not apply to fonts and tables. It is in relation to them that, with rare exceptions, it is better not to experiment.

White- the color of complete openness, readiness to perceive the world in all its diversity. This color is also good because it does not cause any unpleasant sensations. One has only to note that the mono-use of this color in print advertising can create a neutral effect when the advertising consumer is simply informed of information about the product, without establishing any emphasis or priorities.

It is interesting that each country has its own attitude towards color, and even has its own national and cultural specifics, which must be taken into account when developing an advertising campaign in a particular country.

In America, red is associated with love, yellow with prosperity, green with hope, blue with loyalty, white represents purity, calm, peace, and black is a symbol of complexity and emergency. In Austria, the most popular color is green, in Bulgaria - dark green and brown, in Pakistan - emerald green, and in Holland - orange and blue.

In general, the closer to the East, the more importance is attached to the symbolism of color. Thus, in China, red means kindness and courage, black means honesty, and white, unlike the symbol of purity and holiness generally accepted by Europeans, is associated with meanness and deceit. Therefore, when developing an advertising campaign, say, in China, you need to choose the right color scheme, otherwise there is a chance of being misunderstood.

As for Russia, our favorite color has always been red, which from time immemorial has been associated with wealth and love. Until now, the key colors that decorate the Russian flag remain red, white and blue (a symbol of purity and spiritual improvement).

The symbolism of color in Japan is interesting, although here everything is somewhat more complicated due to the fact that much depends on the form of the color image. Very interesting data regarding the influence of color and graphic solutions on human emotions. It is generally accepted that vertical or horizontal straight lines are associated with calm, clarity and even solidity, while curved lines are associated with grace and ease. However, this is only true under certain conditions. For example, the more frequent the vertical and horizontal lines and the more contrasting the colors chosen to depict them, the more unpleasant sensations they produce.

Simple and symmetrical forms are “read” much faster than others. The most difficult to perceive are fantastic, sophisticated forms, devoid of obvious associations. They attract attention, but can cause an unpredictable attitude.

It has been established that the symbolism of the reflection of the form corresponds to real sensations. For example, a zigzag line “^” conveys the impression of a sharp change, concentration of force, rapid release of energy. This is how all nations graphically depict lightning. Unbalanced forms cause feelings of discomfort; a person strives to mentally complete and complete unfinished forms.

The strong emotional impact of certain shapes and color combinations was noticed and mastered in ancient times. Color and shape were purposefully used for psychotherapeutic purposes. The perception of color and emotional attitude towards it depends mainly on the emotional state of a person. It turned out that certain emotional states A person’s relationship to color and color combinations corresponds to his stable relationship: one color is preferred, another does not evoke any special emotions, and a third is completely rejected.

Color	Symbol of visual-sensory perception
Color	Distance	Size	Temperature	Spiritual mood	Hygienic impact
Green	far	reduces	neutral, very cold	very calm	fresh
Red	close	increases	warm	annoying, disturbing	-
Orange	very close	increases	very warm	exciting, exciting	-
Yellow	close	-	very warm	exciting, exciting	-
Brown	very close	-	neutral	-	filthy
Violet	very close	-	cold	aggressively anxious, discouraging	-