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White color in advertising. Every hunter wants to know how the color in advertising affects our choice.

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, the brain activates various zones that make you react in a certain way to what you see.

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

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

The right color in advertising can increase your sales at times

Red in advertising encourages buyers 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. According to psychologists, the color red causes a strong desire to perform some kind of action. This color attracts attention better than anyone else, fixes it on the desired object.

The psychology of color claims that the semantics of red, as it were, says: “Do not pass by, pay attention. Act for the sake of acting: thoughtlessly, quickly, decisively, boldly.

Red also has a certain sexual vibe and is often used in advertisements with an erotic nature. It is also worth using the color red in those ads 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 do not overestimate the possibilities of red: it will be effective if used in moderation. Highlight a small inscription, or part of the ad, and this will be enough to attract attention. At the same time, if there is a lot of red, then this can cause some kind of disgust, irritation, or even aggression.

Orange color in advertising helps the buyer get the rush vitality, tunes in to optimism and joy. Our ancestors believed that Orange color gives health and develops Creative skills. Experts point out that given color best used in advertising of medicines, products for children, as well as various services that are related to the healthcare sector.

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The psychology of color notes that orange gives vivacity 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 in advertising sets up communication and communication skills. Psychologists note that yellow is very sociable and open, therefore, it is best used in advertising products of a similar type. It also betrays calmness and balance to violent emotions, calms excitement, makes a person feel calm and comfortable. Yellow is associated with warmth and joy, conveying the same emotions to those who look at it. An amazing fact: this color is able to “endow” many objects with intelligence. Therefore, advertising of modern gadgets is carried out in yellow colors, or all kinds of its shades.

This color goes well with red, creating an interesting fusion that attracts the eye of a person for a long time. good example is the Shell logo, and all their promotional items are made 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, heavy work equipment are also marked yellow flowers. If your ad is related to something like that, then feel free to take this color as a basis.

Green in advertising relaxes and softens, relieves sharpness and soothes a person. Green is associated with nature. He is very good at advertising various natural foods, medicines, skin care products. Often green is used in advertising for hospitals, pharmacies, clinics, health centers, etc.

What else do we have green besides nature? That's right, dollars. Therefore, this color can be used in advertising of various financial institutions, affiliate programs, ways to sell and earn. In addition to being non-intrusive and relaxing, green also provokes a desire to try something new, to experience something that you did not know before. It is not for nothing that dark green colors are used by banking companies - Privat Bank (Ukraine), Sberbank (Russia), Rosselkhozbank (Russia), etc.

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Pairs well with blue and white. It is the palette of these colors that is used in advertisements of 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 in advertising also evokes feelings. Of course, it does not act like pink, and is aimed more at platonic, spiritual relationships. This color is associated with the sky and water, with purity, tranquility, smooth movement and development. A very good and neat color, the correct use of which can bring a lot of benefits.

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

Blue colour - the best option in advertising. First, he is not irritable. This is the color of water, and you can look at it for hours. The most visited sites on the Internet (the same social networks) are based on blue. It attracts attention like red, but unlike the second, it will never cause irritation and anger. Very loyal color. It's even hard to delineate specific areas where you can use blue colors. They are ideal for advertising products that should be associated with reliability and credibility. Many companies use blue in their logos and corporate colors. The blue color and its shades are best used by airlines, 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 option. If you want to combine blue and some other color in your advertisement, then you need to be very careful not to create a repulsive effect. good option combining blue and red is the US flag. But this, it seems to us, is the exception rather than the rule. Blue is good in itself, and its skillful use will bring many benefits.

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purple in advertising not often used, but it should be given due attention. The psychology of color tells us that purple brings inner harmony and focus. It helps to delve into yourself, abstracting from everything unnecessary and disturbing for you in this moment. Another important detail - purple stimulates those parts of the brain that are responsible for creative potential and development. And it is no coincidence that creative people choose purple as the basis. Experienced marketers advise using this color in product advertisements where novelty and creativity need to be emphasized, or when advertising is aimed at creative people. A few purple elements are enough, and your message will be perceived in the right way.

black in advertising it is not very common to meet, and there is a completely logical explanation for this. For all people with a normal psyche, black is associated with something dark, gloomy, sad. It makes you dive into yourself, to experience not quite joyful feelings. Therefore, try not to make your advertising dark, do not overload it with black colors. Of course, there are world famous brands that use this color in their logos and commercials, but this is most likely an exception to the rule. And if the brand is known all over the world, then it can afford non-standard solutions.

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White is the complete opposite of black. It carries openness, light, purity. But do not 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, drawings are depicted on a white background, which are aimed at normal familiarization, without further action. Using white color in advertising, you will not be able to focus on something specific, set the right priorities. Although in combination with red, white gives an excellent effect and an incredible result. Many inscriptions about discounts, promotions and sales are made on a white background in red letters, or vice versa.

That, perhaps, is all that we wanted to tell. 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!

There are no trifles in selling copywriting. At all. Never. Even what seems insignificant to you personally can become the main motive for making a purchase for the buyer.

However, the wrong selection of colors for the design of the selling text can easily become a reason for the unconscious rejection of your offer.

How important is it to use the right colors when designing sales texts? Very important. It's incredibly important. It is the colors that sometimes play a decisive role in. Scare away - the buyer will leave even the most beautiful selling text. You will be able to create comfortable color images - the reader will forgive you even numerous flaws in the text and failures in the presentation of information.

We have already touched on the importance of using colors in the design of sales texts. Today I would like to conduct a workshop and introduce you to the correct use of colors in advertising. In our case, this will be the practice of designing selling pages and landings.

How to use colors in sales text?

Remember that for each type of goods there are "their" colors. Your task is to decide which colors are suitable for your material. We have to repeat ourselves: you can create an incredibly powerful text about baby diapers, but fail miserably just because you allowed the use of black and red shades in the design of the material.

So, let's deal with each of the colors in more detail:

Red in advertising . This is the color of energy and will, it carries a powerful sexual connotation and stands out from any other colors. The red color in the sales text is almost mandatory, but remember that if there is too much of this color, it begins to become a source of aggression and danger. Too much red is already bad.

Due to its catchiness, it is often used in sales and as in the sale of goods for men (bright sexual overtones). Most often used in the design of the main elements of advertising material. Pairs well with white.

Orange. It is the color of cheerfulness, fun, optimism. The color is positive and attractive. Perfect for headings and subheadings. Orange is a warm color and is very popular with children. Great for designing sites and texts designed to advertise children's products, medicines, health care.

Yellow. The color of sociability, openness and good nature. It symbolizes affection and sociability. Not as bright as red and orange, and therefore more often used either as a background or as a means of decorating minor details. It is also perfect for decorating selling texts about children's goods, creativity, relaxation (a symbol of the sun and idleness). Yellow goes well with blue and green.

Green color. Green is the color of health, relaxation, freshness. Such a text carries a huge charge of confidence (remember the green checkboxes and the “order” buttons). Often associated with lightness and wealth. Green color somewhat visually reduces the amount of text. Try writing a call to action on a red background. That's right, it will only alienate the reader, unconsciously causing a feeling of anxiety. And now carry out the same procedure using green. A completely different picture: you already believe such an appeal!

Pink color. It has long been firmly established as the best color for expressing a romantic and tender relationship. Advertising driveshafts or all-terrain vehicles on a pink background will look ridiculous, but selling texts advertising women's products, dating sites, perfumes and cosmetics - that's it! Oddly enough, pink color has practically no effect on men, but children and women love it.

Blue. Blue is the color of harmony, purity and sublimity. This color perfectly calms the reader, removes the feeling of danger, convinces the buyer of the veracity of what was said, gives a sense of the integrity of the image. Often used to design texts about business and earnings. Used to advertise medicines, goods for children, perfumes, innovative products.

Blue colour. Blue is the color of clarity, concentration, peace. Attracts attention, but does not repel. Does not cause a feeling of negativity or aggression. Practically universal color, can be used to design any texts. Naturally, it is necessary to ensure that there is not too much color.

Black color. The color of mystery, saturation, complexity, elitism. As the main element of the design of the selling text, it is detrimental, since it causes depressive associations in large numbers, in addition, reading on a black background is very tiring. It goes well with white, yellow and many other "light" colors. It is used in the design of texts where it is necessary to emphasize the elitism, prestige and high cost of the service.

White color in advertising. Associated with purity, freshness, sincerity, innocence, peace. Symbolizes knowledge, openness, simplicity. Perfectly harmonizes with yellow, blue, black, red and green. As a background for a sales text, it is almost ideal, since it carries a completely neutral message, inviting the reader to make their own personal choice, therefore, it does not press on a subconscious level. It is used in selling services everywhere.

Examples of color combinations in advertising

As you understand, the possibilities of designing selling texts are completely endless. You can experiment endlessly, constantly achieving new results. In order for you to immediately have some initial capital, we suggest that you familiarize yourself with those color combinations in advertising that have already proven themselves well. Try, add, fantasize!

Red on white;

Yellow on black;

Green on yellow.

White on blue;

Black on yellow;

White on black;

Blue on yellow;

Blue color on white.

Good luck to you, friends!

Color does not just significantly affect visual perception. Color is a tool that is widely used in marketing. The results of numerous studies confirm that colors affect consumers. Different colors, stimulating parts of the brain, provoke different emotions: from excitement to calmness. Using this psychological factor, brands have learned to attract the target audience. How do you use color in marketing?

How color affects a person

Red

Stimulates appetite, often used in fast foods.
Causes a sense of urgency, urgency.
Often used during full sales.
Associated with movement, emotional excitement and passion.
Instantly draws attention.
Physically stimulates the body, causes nerve impulses, increases blood pressure and accelerates the rhythm of heart contractions.

Blue

Preferred color for men.
Associated with tranquility, water and reliability.
It evokes a sense of security and a sense of trust towards the brand.
Suppresses appetite, stimulates productivity.
The most popular color for offices and conservative brands.
It has a calming effect on the mind, causes a feeling of peace.
In children, this color is associated with growing up.

Green

Associated with health, tranquility and nature.
Also associated with money, wealthy people or successful brands.
It is used to decorate the interiors of shops, promotes relaxation.
Often used to promote environmental responsibility.
Green is associated with harmony, helps to achieve a balance between the body and emotions, gives determination.

Violet

Associated with loyalty, wisdom and respect.
Stimulates the parts of the brain responsible for solving certain problems and creativity.
Often used in the cosmetic industry, especially for anti-aging products.
Popular with creative and original brands and services.

Yellow

Inspires optimism and cheerfulness
Used to attract impulsive shoppers and window shoppers.
Stimulates the logical centers of the brain, causes enthusiasm.
If applied too often, it can cause feelings of anxiety.

Black

Associated with power, strength, power, stability.
Often used as a symbol of intelligence.
Used as a way to reduce the size of something.
Excessive blotches of black acts depressingly on a person.

Grey

A symbol of practicality, constancy and solidarity.
Excessive presence often causes a feeling of insignificance of something.
Gray somewhat smooths out the emotions associated with an age crisis, depression or death.

White

White is a feeling of impeccability, purity and security. Neutrality.
The absence of something specific (used when there is no need to evoke any specific emotions provoked by certain colors).
It can serve as a signal for a creative impulse.

Proper application of color theory

Contrast selection

Contrast reduces the load on visual perception and focuses the user's attention on specific objects.

one-stop fashion

The choice of strong, complementary colors makes it easier to read
A color scheme in which a particular element is the lightest prevents eye strain by focusing attention.
The lack of contrast between the design element and the background inevitably leads to eye strain.
The current design trend is the background in very light colors, the text and other elements are dark. Or vice versa...

Color Resonance Sets the Mood of Your Web Design

Choosing lighter colors conveys the energy of the brand to users, so it's easier to get feedback from potential customers.
If the site is filled with content and it is desirable for readers to focus on it, it is better to choose a more neutral or dark color scheme to relax the user.

Different color schemes - different effect

black and white

Use the same color in different variations, adding shades and midtones as needed. An eye-friendly option. It is used when the design of a product or website is made in the tradition of minimalism.

Complementary

Use two colors opposite each other on the color wheel. This approach, like the previous one, does not create an unnecessary burden on visual perception. Often this scheme is used by the printing press for greater color diversity.

Tricolor

Harmonizing effect; scheme is popular among web designers. It is worth resorting to if you need a powerful impact on the visual component of the website.

What results can be achieved using color in marketing?

The color of the brand has an impact on the consumer when buying products

3% pay attention to the texture of the product
1% of consumers make their purchase decision based on smell or sound
93% focus on appearance

Color may be the only reason to buy

84.7% of customers believe that color is the "trump card" of the brand
52% do not return to the store if they do not like its aesthetic component.
80% of buyers believe that color has influenced brand popularity

Color and large corporations

McDonald's

Red and yellow are the colors that children love the most.

Red

It is used as an appetite stimulant, a sense of urgency, thereby forcing the client to quickly place an order and immediately leave the catering establishment.

Yellow

Life-affirming, optimistic color. The yellow "M" symbol contributes to the positive perception of the McDonald's brand, and serves as a graphic complement to the "I'm lovin' it" slogan.

Mascot

The corporate mascot Ronald McDonald - a clown in yellow and red clothes - is a source of joyful emotions for children.

The combination of colors can also stimulate consumption and increase customer turnover.

Starbucks

Green

The only world famous brand that has green as its main color.

Mermaid

The image of a mermaid as a logo is another reason for associations with nature .

Relaxing effect

Promotes stress relief and relaxation. Green as an invitation to have a cup of coffee and relax.

Fanta Orange

Orange

Life-affirming and warm, it serves as a lure for impulsive buyers who are attracted to bright colors.

Fanta

The manufacturer is experimenting with ingredients, trying to achieve greater flavor diversity. Therefore, in the future, we can expect the appearance in the assortment of Fanta drinks of all kinds of colors of the rainbow spectrum.

Favourite drink

There are other flavor and color variations of this drink, but it is Fanta Orange that generates up to 70% of the total financial income.

Color is one of the most powerful tools in a designer's toolkit. With it, you can attract attention, create a certain mood, influence emotions, perception and behavior.

Did you know that among the reasons that motivate buyers to purchase a certain product, 90% falls on the share of color? Or that magazine ads in color get 26% more attention than black-and-white ads?

The conclusion is obvious: using the right color will help to achieve success. But then a natural question arises: how to choose correct color? To answer it, you will have to analyze several important aspects:

color associations
differences in color perception between men and women
color vision problems.

Not only does color help provide more objective information about a product, it can also provide a powerful psychological impact. The same colors can act differently - in particular, it depends on the nationality and place of residence of the person. Let us dwell on the color associations of people in the Western world.

Red color in psychology: danger, importance, passion

Red is the color of fire and blood. One of the most powerful colors in terms of impact, which is associated with love and war at the same time. The well-known expression to see red (literally translated from English “look at red”) means to get angry, lose your temper.

This color has a strong emotional impact. It can increase blood pressure or increase breathing rate.

Red is energetic and impulsive. It is associated with speed and strength. That is why Netflix and YouTube use it as their dominant color.

It is well known about the power of red to attract attention. In design, it is often used as a powerful color accent. Similar to red carpets at an awards show, red can be used to highlight critical details on a website page.

Orange color in psychology: confidence, energy, optimism

Orange is a very energetic color - like red, it excites, but to a lesser extent. It has an energetic aura, but without the aggressiveness inherent in red. Can create a happy atmosphere.

On the home page on Hipmunk, a flight search engine, the orange search button immediately grabs attention.

Like red, orange can grab attention, so it can be used to highlight important details like a call-to-action (CTA) button. Some people think it's too much simple solution, however, many applications and sites often use this “cheap” technique in a good way.

Yellow color in psychology: sun, happiness, attention

Oddly enough, yellow is associated with both joy and anxiety at the same time. It is often used to focus attention. Warning signs are an example. Yellow may be associated with danger, but to a lesser extent than red.

Yellow color immediately attracts attention when contrasted with black. The watch brand Breitling used this property when developing its official website.

The combination of yellow and black works especially well. A striking example of this is a New York taxi.

Green color in psychology: nature, development, success

Green is naturally associated with nature. It is associated with vitality and growth, since most of the plants on earth are green.

Green call to action button.

In design, this color is often used to create balance and harmony. However, to achieve balance, designers should consider color saturation.

Saturated green shades attract attention due to their energetic stimulating effect. That is why they are often used for the call to action button.

Blue color in psychology: comfort, relaxation, trust

Blue is the color of the sea and sky. One of the most significant and frequently used colors in user interface design. At the same time, the visual perception of design developments will largely depend on the correct choice of shade:

Light blue is associated with coolness, freedom and tranquility. Calmness can develop into trust, which is why this shade is often used in banks.
Dark blue shades are great for projects where stability and reliability are very important.

Blue is often associated with stability.

Purple color in psychology: luxury, spirituality, creativity

Natural purple is rarely found in nature, so it has a special role to play in design.

Historically associated with royalty, purple is still associated with luxury today. It subtly hints at the high quality of the product or site (even if it is not).

Purple is considered the color of happiness by most young people.

Interestingly, 75% of children prefer purple to all other shades.

Black color in psychology: strength, grace, sophistication

Black is the strongest of all colors. It immediately attracts attention, which is why it is most often used for texts and accents.

The black “Get started” button is one of the first things you notice when you visit the Squarespace website.

When used as a dominant color - for example, to create a background - black can evoke original associations. With it, it is easier to achieve a sense of sophistication and mystery in the design.

White color in psychology: health, purity, chastity

White is often associated with purity, purity and virtue. Using the association of white with health or innovation, you can emphasize the safety of a promoted product from the field of medicine or high technology.

White areas create space around design elements, helping to emphasize or separate them from each other.

In design, white excels at shading its surrounding colors, making it popular as a secondary color. Proper use of the white box is a powerful design tool. Consider, for example, the Google search page. White color gives more expressiveness to other shades.

Grey: formality, neutrality, professionalism

Gray is a symbol of neutrality. It is easy to combine with other colors. As the main background grey colour creates a sense of formality, which is not always a bad thing. Like white, a gray background sets off other colors well.

Gray is usually paired with brighter color accents. On the Dropbox site, gray is used to highlight call-to-action buttons.

gender and color

While there are no certain norms, which colors are considered purely feminine and which are masculine. There are only the results of studies conducted over the past eight decades that allow some generalizations to be made. And although the data is mixed, one conclusion is undeniable: men and women have different color preferences.

Most Favorite Colors

Least favorite colors

Blue is the most popular color for both men and women. At the same time, men are much more likely than women to use variations on the theme of blue.
The most unpopular colors for men and women are brown, orange and yellow. Gray is the least favorite color for women and purple for men.
When it comes to shades and tones, men tend to prefer bold colors while women are more likely to opt for softer shades.
Most people think that pink is the color adored by all women, but this is not true. The number of his fans is a small percentage. Thus, although pink is associated with femininity in color psychology, it is not at all attractive to all women.

Color in marketing and business

The role of color in branding

When developing a brand philosophy, color takes center stage among other factors. Every color that we see directly or indirectly implies something, and this helps to influence the perception of a particular brand. Some colors go beyond individual brands to symbolize entire industries, such as blue for tourism, green for healthy eating, red for fast food.

There are no clear rules for choosing colors when developing a corporate identity. Some use color shades that are familiar to their industry, while others, on the contrary, prefer to go against tradition, believing that this helps to attract attention more effectively. For example, Virgin America decided to change the traditional concept when developing their website and application. And although it may not be quite what users expect from the airline's website, it nevertheless attracts attention.

There isn't even a hint of blue in the Virgin America iOS app.

Thus, an unexpected color choice can be an effective technique that will help attract users to your company.

Color and Conversion Rate Optimization

How can you use your knowledge of color theory and psychology to encourage people to click a button? The choice of color for the call to action (CTA) button is one of the oldest aspects of the Conversion vs. Optimization controversy. For every one who claims that red is the best color for a button because it attracts the most attention, there is an opponent who is sure that the best choice- green, because it is associated with safety and encourages action.

HubSpot presented the results of a market research (A / B test) that shows how the choice of color for the call to action button affects the number of registered users.

A/B testing is the most effective and commonly used marketing research method.

Although the green button was originally supposed to perform better, test results showed that the red button received 21% more clicks. That being said, HubSpot warned its users that the results of the test are somewhat subjective - perhaps the audience preferred red because it was the only saturated color on the site's page.

By itself, the color of a button does not affect its absolute effectiveness - what works well on one site may be ineffective on another. The statement that one color converts better than another is false, because there is no universal best color. However, there are still some rules based on practical experience that help you effectively use color to your advantage. One of them is the use psychological principle known as the "isolation effect". According to this principle, people better remember an object that stands out from the rest “like an eyesore”.

For example, if there is a lot of green in the design of your site or application, users will most likely not pay attention to the green button, despite the fact that A / B test data confirmed its effectiveness in another company.

Evernote Web Service. Their “It’s Free” call to action button is buried because it blends in with the background. It gets lost on the page and users don't notice it.

Sometimes you need to change the visual hierarchy of colors on a page to make your call to action button stand out. Contrast plays a very important role - if the color of the button does not attract the attention of a potential client, then there will be no registrations / sales.

A call to action (CTA) button really grabs the attention of users when it contrasts in color with the rest of the page elements.

Color and Usability

Design is not only about beautiful decoration, but functionality and usability are perhaps the two most important principles for any UX designer to work with.

Color is a tool that helps guide the eye to the right objects. Right choice color in interface design not only attracts users, but also improves the efficiency of the user interface.

Color limit

Applying different colors in design, balance should be sought. The more colors you use, the harder it is to balance. Using too many colors is a common developer mistake. Perhaps they are trying in this way to have the maximum impact on users and convey to them as much as possible more information, however, this can be very confusing for people visiting the site.

Whatever color shades you use, too many colors create an unfortunate visual effect.

Interior designers adhere to simple rule 60–30–10, which works well for website development as well. This timeless technique will help you choose a balanced color scheme: 60% should be the dominant color, 30% the secondary color and 10% the accent color. This ratio guarantees color balance and a comfortable transition of the gaze from one object to another.

The formula 60% + 30% + 10% is the key to the balance of the colors used.

Availability of color perception

People perceive colors in different ways. Approximately 8% of all men and 0.5% of all women are colorblind to some degree. The combination of red with green suffers most from the violation of color perception. The only way to avoid problems is to try not to use this color combination.

Many colorblind people find it difficult to distinguish between red and green.

Let's take a common situation as an example. Have you ever received a message about incorrectly filling out a form - something like "Fields marked in red are required"? Although this is not a big problem for users with normal vision, for people who are colorblind, such a message can be frustrating.

Website developers use only two colors for the form filling operation: red and green. But colorblind people do not distinguish between the fields highlighted by these colors.

As stated in the W3C recommendations, colors should not be used as the sole visual tool for the following purposes: conveying information, inciting action and response, highlighting a visual element. Following these recommendations, website developers should pay attention to some points: the error response message should be more informative, for example: "The email address you entered is not available"; or maybe add an icon next to the field to fill in to grab the user's attention.

Additional visual cues and built-in error checking help highlight an incorrectly filled field.

Are there several ways to help test your user interface for accessibility?

The WebAIM service will help with checking color combinations.
Using the graphic editor Adobe Photoshop will help you to correct images using Color Universal Design. This will ensure the availability of graphic information for people with impaired color perception, including color blindness.

Conclusion

We've looked at several color-related factors that can affect how your site or app's user interface works. But we never managed to answer the question: “How to find the right color?”. But you may have already guessed that there is no “best” color for conversion at all. One color does not do much. The most important thing is what colors you choose and how you combine them with each other.

If your goal is to increase your conversion rate, then you need to seriously analyze the information: what users really need, what language or style of speech is most accessible to them, what way they prefer to buy products. A well-designed website is a website that satisfies users.

People rarely think about the fact that colors greatly affect the perception of certain objects that may be encountered in life. But who, if not advertising agencies, is well aware of this fact. No matter what you mean, color has a very great importance in this area. So how to evoke the desired emotions in the consumer with the help of colors?

In almost any type of advertising, there are all sorts of elements that are perceived visually: all kinds of announcements, leaflets, catalogs, signs on the Internet. As part of the corporate identity, visual components can be considered frames, trademarks, any eye-catching text moments. It is clear that in this case it is logical to assume the effectiveness of color. It is the selection of which color to choose for advertising that takes a lot of time.

The main functions of colors in advertising

For color, as a component of corporate identity, several main functions have been identified:

facilitating the understanding of the idea that the creators wanted to convey with their goods and services. So, for example, if the question arises of how to most effectively express the taste of this or that ice cream in advertising. Of course, this is easiest to show with color. The human memory reacts very quickly to such visual effects, as if comparing the real taste with what is visually perceived through advertising posters. Such is the psychology of color in advertising.
increase in the percentage of memorability of an advertising campaign. According to statistics, black-and-white advertising is remembered by consumers by 40%, two-color advertising by 45%, but full-color bright advertising by all 70%. You can immediately recall how people identify the trademarks of many companies by color: Beeline, Coca-Cola, and so on.
highlighting the dominant moments of advertising. Advertisers first of all have to decide which components will be accents in advertising. Statistics show that 70% of customers pay attention to advertising dominated by illustrations, and 40% to text ads. Regardless of how much attention is paid to text advertising, it is the font and similar nuances that professionals pay the most attention to. Good readable text promotes better memorization and assimilation of advertising. There are special combinations of colors in advertising, in which the font will look the most impressive. The best option is to use 2 or 3 colors, which can be supplemented with all sorts of shades.
Emphasis on the unique properties of the advertised products and services. Each color attracts certain buyers. In order to reflect the high quality of products with the help of colors, you can use combinations of black with red or blue with silver.
formation positive emotions about the ad you see. Everyone knows that the influence of color on the perception of advertising in relation to the expression of emotions is very large. Some shades cause aggression, and some, on the contrary, are conducive to calm and peace. Advertising designers always have one goal with respect to color combinations: location to positive emotions. It is goodwill and positivity that will subsequently encourage customers to purchase a particular product.

In this regard, there are some rules for the use of colors:

- two complementary colors always look very attractive and increase the effectiveness of advertising;

- according to statistics, the difference between paying readers' attention to color and black-and-white advertising almost reaches 80%;

- consumers pay more attention to advertising made in light colors than in dark ones;

The influence of colors on the emotions of customers

As in every field of activity, you can highlight some main points, so you can highlight the main colors in advertising. It is worth understanding what a person feels when he sees certain shades on an advertising poster, what ideas and thoughts visit his head, is he sad or happy?

Red is the most active and popular color in advertising.. It evokes a "storm" of emotions in people, is associated with invincible willpower, energy, dynamism. This color most encourages the acquisition of purchases. In addition, the red color also carries with it some kind of sexual activity, so it is often used in advertising for the stronger sex.

All kinds of variations of red are also often used in advertising, they cause much less negative emotions. Pink color is perceived by many people even as a symbol of tenderness. In a word, advertising, which somehow uses red or colors close to it, attracts a lot of attention.

Bright orange color almost every person is associated with activity and vigor. This color is also very popular, but its excess can quickly tire a person. Orange is very fond of children, so advertising of any toys or other children's products is accompanied by these shades.
Yellow color, which is not for nothing that children from an early age associate with the sun. This element, like no other, greatly stimulates brain activity, has a positive effect on mood, and encourages communication. Yellow is the lightest color on the spectrum, so writing on black will be easy to read and remember. The use of these shades will also be effective in advertising for children, advertising for travel agencies, as well as various entertainment programs and events.

In addition, yellow color goes very well with other colors. So, for example, in combination with blue, it carries a charge of some kind of youth energy, with purple it resembles something aristocratic, and with green it evokes a feeling of cheerfulness (people can also associate this combination with rebirth).

Green color is a symbol of spring, the personification of health and some freshness. This color usually makes people feel calm, relaxed, up or down. Most often it is used as a background. This color and its shades can usually be seen in advertising of any medical subject.
Blue color also evokes a feeling of calmness and peace. A person perceives this color as something quiet and distant. Shades of this kind will not attract as much attention to themselves as, for example, shades of red, but at the same time, they are guaranteed not to cause negative emotions.
Purple color always symbolizes something solemn or mysterious. People perceive it as an incentive to any creative ideas. The best option The use of purple in advertising is to promote creative products and services, emphasizing their originality and uniqueness.
Gray color is the personification of neutrality, rigor, solidity. Even if there is a lot of it in the brochure, it will not cause irritation in the observer.
Almost everyone associates white with purity. Like green, white is mainly used as a background. It is used in advertising where they just want to convey information about the product, without trying to induce a person to show any emotions.
And finally, one of the main colors is black.. This color, of course, is the main one for fonts, as if emphasizing their sophistication. Also, black color complements other shades well and is used as a frame. It is very contrasting, it is not for nothing that they say that next to black, other colors seem to begin to glow. However, this color cannot be used as a background color. And if this background is also chosen for a long text, reading can be very long and tedious.

Of course, it is impossible to choose color combinations for advertising for all occasions. It is worth remembering that different people different perception, which depends on the person himself, his gender, age, and so on. In addition, you can take into account people of different nationalities, since many simply have different symbols. So, for example, for Europeans, white is purity and new beginnings, but Eastern people consider this color to be mourning.

You can sum up and make a list of criteria that will help in choosing the color scheme in advertising:

- what image should be created;

- potential consumers who will be attracted by this advertisement, their gender, age, profession, and so on;

- the influence of colors on psychophysiological characteristics;

- the possibility of building a composition using color;

— environment, which affects the perception of advertising, and, accordingly, color;

Thus, taking into account all the possibilities and features described above, you can create an advertisement that will attract many more customers who are lured by their favorite colors and shades..

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