The importance of colour in advertising and marketing

The colours that are chosen when creating advertisements are of great importance. Do you know what they symbolise and why exactly this combination of colours and not another has been used in the font on this particular poster?

Corporate identity is often based on the colours of the brand, and sight subconsciously sends stimuli to the brain of the recipient of the image. That is why we often find red glaring and irritating, as opposed to green, which brings peace and serenity.

Meaning of individual colours

Green colour

It is inherently the colour of nature. We associate it with health, peace, ecology, the environment, safety, gardens and herbs. This colour on the road, indicates to us that we can drive safely, or cross the road. In advertising, it is used in the logos of brands that want to assure us of their health and safety credentials. In foodstuffs, it stands for freshness or organic origin.

The colour green refers to the Explorer Archetype, open spaces, large green areas, and other attributes of a traveller

Red colour

It is striking, stands out strongly from the background, and we associate it with intimacy, love, emotion and speed. When used in excess, it can be a visual irritant. It is used by brands that want to keep our emotions in tension, for example the speed of Ferrari, or the family love of Coca Cola. The colour red is used for various buttons on websites urging us to take action.

The archetype of the Rebel, the Hero and the Lover refers to this colour.

Colour yellow

It stimulates action, and gives energy. It is associated with sunshine, joy, family, happiness and energy. As a warm colour it is used to evoke positive emotions and emphasise feelings of security and carefreeness. Used by brands such as McDonald’s, Ikea, RMF, Shell and Nikon.

It will work excellently with the Guardian Archetype.

Blue colour

It is the colour of water and sky. We associate it with loyalty, trust, stability, purity, freshness, frost, wisdom and security. Combined with business, and technological innovation. Works best on websites with buttons for information. Used in logos of brands such as Facebook, Adidas, Philips, Twitter, Ford, Samsung, Nokia, Intel, PZU.

Also used for the Sage Archetype.

Orange colour

It is a warm colour with a mixture of red and yellow, for this reason it also combines their characteristics. Screaming and cheerful, it contains orange, which is particularly favoured by young people. It refers to desire, dominance, is warning and emphasises high quality. Used in the logos of Allegro, CCC, Polsat, Orange, Nickelodion, CinemaCity.

The Archetype of the Jester and the Leader.

Black colour

It is a dark colour, a little dark, and very versatile. This colour is elegant, luxurious and classic. This is because this colour is worn by us at special moments in our lives, for exams, special occasions and when we are going through a bereavement. Many logos presented in black have the same good look as the original.