Colours in Culture

Colours in Advertising...

The advertising world revolves around the principle of attraction. Whatever the product, in the end, the advertisement should attract the consumer. How do ads manage to attract attention? One of the first things you notice about any advertisement is the colors. In ads that don’t have a multimedia advantage (like ads in the newspaper or on a billboard), the colors and design are the only things holding the ad together. Colors, therefore, are one of the things that advertising experts study, especially since they can have so many different connotations in different contexts.

I have used Yellow/Gold in Goldbloom's logo of the 'Golden Sun'. Yellow is a two-faced advertising color. Although it is the most eye-catching color, yellow can be fatiguing to the eye and overbearing to the mind. The use of yellow for important things, though, can be a good property as well. Yellow is a happy, energetic color, that sometimes symbolizes rejuvenation; hence the use of the color yellow in beauty products. People tend to associate yellow to sunshine and happiness, so towards that effect, it remains a good advertising color tool.

Orange is a more neutral shade of red. It has all the energetic warmth of the warmer half of the color wheel, but it doesn’t have red’s association with negative emotions. It is used as an adrenaline power shot, with a lot of use in energy drinks, orange-flavorings and children-associated products.

I have used the colour scheme of a black background against white writing on GoldBloom's website. According to research, black and white can be two of the best colors for advertising because they create a strong contrast when paired together. Black and white often signify opposite emotions: white is often associated with purity and perfection, while black usually represents power, elegance, or evil. When used together, however, black and white can create a sense that a company is highly professional. Often a splash of color, such as red, is included to accent the starkness, but the overall appeal of a black and white advertisement is created through contrast.