As you begin to design your logo and signage, consider the effect your artwork is likely going to have on the thousands – millions, perhaps – of humans that will be seeing it. We’re a strange mammal. Intelligent and literate, yes, but we’re processing a lot of visual information we’re not even aware of, and it absolutely impacts our purchasing decisions.

Wouldn’t it be fantastic if we knew exactly what a certain color would make everyone do? Unfortunately, it’s not quite that simple. (Then again, that’s probably best. Mind control through color might make marketing easy, but more than a little terrifying.)

Although theory that colors universally predict behavior don’t really hold water (blue calms, red entices, green increases productivity, etc.), there IS evidence that color matters. Research tells us that color holds associations for each of us individually. The trick is to look for shared associations among groups … groups like your target audience.

Let’s try an exercise with just one color – pink – to get our heads around the concept.

Q: What do you associate with pink?
A: Common responses in modern American culture might be girls, babies, or makeup.

Q: What if your target market is families with kids?
A: Now pink might mean strawberry milkshakes or bubble gum, which appeal to boys and girls alike.

Q: What if you want to reach people getting married?
A: The association of pink with flowers, cake, and dresses is common enough to both brides and grooms.

These are just generalities. Color can be deeply personal, so you have to be careful not to deter more than you attract. Research your target market to guide your color decisions. If you don’t, you may end up only eliciting the right response in just one person: yourself.

Ready to color your world? Contact us today!