Colour of Advertisements

Back in the 1950s, people depended mainly on the radio, the printing press and the black and white television as media for advertising. These three media largely limited the visual experience of the viewer, as there was not a wide spectrum of colours used here. However, as technology advanced and introduced the television with colour and the Internet, advertisements have become increasingly vibrant and diverse, along with the importance of colour in advertising.

Colour is all around us. It is the lenses by which we perceive the world. Often, we take them for granted, not realising the effects specific colours may have on us that others do not, and also some colours that hold cultural significance or have stereotypical ideas associated with them. Since the world has perceived light, we have perceived colour. How we register colour is when light beams enter our eyes, pigments in our eyes determine the different colours and lastly will send out a message to our brains. Thus, colours do affect how we feel and react to certain advertisements. Because we do not actively think of colours and the ideas they remind us of, the effect colours have on us is subliminal. Although we are not conscious of it all the time, this affective effect colours have on us is very powerful, as humans have been conditioned to accept colours to represent specific ideas such as the stereotypical blue for boy and pink for girl.

Thus, it is essential for designers of advertisements to be aware of the different responses different colours will bring about and thus have the ability to make the choice of which colour to use to enhance their advertisement. Generally, colours can be compartmentalised into two categories ?warm, bright and loud colours like red or orange and passive, serene and soothing colours such as blue or green. Designers must use these colours to their favour and compliment the general attractiveness of the advertisement or the underlying message. Colours, other than emotionally affecting people, also have physical effects. They may affect the visibility of an object, for instance, a yellow or white object may look larger than the same object of other colours. Another example would be that human responses are 12% quicker than usual under red lighting.

Other than the responses some colours may be able to stimulate, most of them hold human-constructed meaning or significance as well.

Red	Associated with all things intense and passionate, danger, fire, energy and excitement Highly erotic Symbol for violence, blood and war High visibility → used for road signs Indicates courage → used in many countries' flags China - indicates celebration or luck India - colour of purity (used in weddings)
Yellow	Colour of sunshine Indicates energy, optimism, joy, hope and warmth Seen before other colours when placed against black Symbol of spontaneity and impulsiveness Dull yellow is associated with decay, sickness, jealousy and deceit Asia - symbol of royalty and sacredness
Blue	Depth and stability → colour of the sky and sea Symbol of freedom Associated with tranquillity, wisdom and loyalty Symbolic of cleanliness, technology and security Slows human metabolism → calms and soothes Masculine colour China - associated with immortality Hindus - the colour of Krishna Jews - holiness Middle East - protective colour
Orange	Associated with enthusiasm, attractiveness, stimulation, creativity and warmth Increases oxygen supply to the brain; an invigorating effect Symbol of fall and harvest Ireland - religious significance (Protestant)
Green	Associated with Nature, youth, fortune and vigour Also associated with feelings of envy and jealousy Sharp and acute → not a relaxing colour Connotes inexperience (a greenhorn) Darker green associated with money Improves vision The colour of Islam
Purple	Connotes royalty, nobility, wealth and extravagance Symbolic of wisdom, magic and arrogance Associated with mourning 75 percent of pre-adolescent children prefer purple to all other colours
Gray	Associated with security and solid Connotes maturity, old age and dignity Symbolic of conservativeness and boredom
Brown	Associated with Earth, home and comfort India - the colour of mourning
White	Connotes purity, simplicity and faith Associated with clinical elements → hospitals Colour of perfection Represents peace or virginity → colour of doves and snow respectively Japan - white carnations signify death
Black	Gothic representations → death and evil Symbol of grief Associated with power, mystery and fear Positive connotations - elegance and class Aggressive and strong colour

Thus, advertising can be enhanced through the use of specific colours to attract attention on the most fundamental level, to support and emphasise products that will appeal to the target group, and to reinforce the underlying meaning of the advertisements.