What colors stimulate a person’s appetite? What colors make us feel happy? Many of the reactions to color that a human being experiences are driven by instinct.

Color is a powerful element for enhancing your designs.  It can help shape what a reader or viewer sees, feels and remembers. It adds an additional “dimension” for communicating ideas and conveying meaning.  Research confirms that color has a strong impact on basic learning behaviors.

Color is convenient and inexpensive to use whether you are working with a high or low budget. Yet, many people feel insecure about working with colors. Keep in mind that each one of us has a lifetime of experience which began with baby toys and continues through life in nature, art, the media, clothes and furnishings. Here are some guidelines and suggestions to aid anyone in the use of color in marketing materials.

Color can be used for a wide variety of objectives:

  • Grabs attention
  • Helps emphasize a word or item
  • Highlights a specific item in a group
  • Identifies specific features of equipment (such a red “ON” switch)
  • Differentiates variable factors in graphs and charts
  • Signals the transition to a new topic or subject
  • Prioritizes information or data (cool to warm)
  • Shows direction (as in road signs)
  • Groups categories of components or ideas
  • Adds impact and clarity to drawings
  • Directs where the eyes go and whether they track vertically or horizontally
  • Reinforces recurring themes
  • Illustrates relationships and patterns
  • Essential for use in maps
  • Makes large collections of data easier to work with
  • Speeds the sorting of information and items
  • Help students recall key information
  • Makes information in manuals easier to find
  • Creates or changes a mood
  • Energizes the physical space