{"id":68314,"date":"2020-07-03T13:17:28","date_gmt":"2020-07-03T12:17:28","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=68314"},"modified":"2020-07-03T15:46:14","modified_gmt":"2020-07-03T14:46:14","slug":"farver-i-trykt-markedsforing","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/art-design\/colours-in-print-marketing\/","title":{"rendered":"Farvernes betydning i trykt markedsf\u00f8ring"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>N\u00e5r man designer en trykt reklame, er budskabet ofte det vigtigste aspekt.<\/p>\n<p>Men uanset hvor overbevisende det er, kan budskabet let blive overset p\u00e5 en almindelig, hvid baggrund.<\/p>\n<p>Det er her, farverne virkelig kan have en effekt.<\/p>\n<p>De kan tr\u00e6kke \u00f8jnene til din annonce, f\u00e5 kunderne til at f\u00f8le forskellige f\u00f8lelser og opfordre dem til at interagere med dit brand.<\/p>\n<p>I denne guide dykker vi ned i den grundl\u00e6ggende farvel\u00e6re og hj\u00e6lper dig med at forst\u00e5, hvad forskellige farver betyder, og hvordan du kan bruge dem effektivt i din reklame.<\/p>\n<h2><strong>Grundl\u00e6ggende farvel\u00e6re<\/strong><\/h2>\n<p>Farveteori er en kombination af kunst og videnskab. Den omfatter regler og retningslinjer for, hvordan man bruger farveskemaer til at opn\u00e5 imponerende visuelle resultater.<\/p>\n<h3><strong>Farvehjulet<\/strong><\/h3>\n<h3><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/colour_wheelUK.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-68335\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/colour_wheelUK.jpg\" alt=\"\" width=\"899\" height=\"623\" \/><\/a><\/h3>\n<p>Hj\u00f8rnestenen i farveteorien er farvehjulet.<\/p>\n<p>Det blev sjovt nok opfundet af Sir Isaac Newton i det 17. \u00e5rhundrede, efter at han havde gjort flere opdagelser i forbindelse med farvespektret.<\/p>\n<p>Farvehjulet best\u00e5r af tre farvekategorier:<\/p>\n<ul>\n<li>Prim\u00e6r<\/li>\n<li>Sekund\u00e6r<\/li>\n<li>Terti\u00e6r<\/li>\n<\/ul>\n<p>Farverne inden for disse kategorier er derefter opdelt i to sektioner:<\/p>\n<ul>\n<li>Varm<\/li>\n<li>Cool<\/li>\n<\/ul>\n<p>Varmere toner som r\u00f8d, orange og gul siges at fremkalde energi, n\u00e5r de ses af nogen. Mens k\u00f8ligere nuancer som bl\u00e5 og lilla anses for at v\u00e6re beroligende for \u00f8jet.<\/p>\n<p>Hvis du bruger farver t\u00e6t p\u00e5 hinanden p\u00e5 hjulet, skaber du det, der kaldes farveharmonier. De farver, der ligger i hver sin ende, kaldes komplement\u00e6rfarver og er gode til at skabe kontraster i dit design.<\/p>\n<h3><strong>Prim\u00e6re, sekund\u00e6re og terti\u00e6re farver<\/strong><\/h3>\n<p>I standardfarvehjulet er farverne inddelt i tre grupper. Disse er<\/p>\n<p>Prim\u00e6rfarver - som ikke kan skabes ved at blande nuancer sammen:<\/p>\n<ul>\n<li>R\u00f8d<\/li>\n<li>Gul<\/li>\n<li>Bl\u00e5<\/li>\n<\/ul>\n<p>Sekund\u00e6re farver - fremstilles ved at blande to af de prim\u00e6re farver sammen:<\/p>\n<ul>\n<li>Gr\u00f8n<\/li>\n<li>Orange<\/li>\n<li>Lilla<\/li>\n<\/ul>\n<p>Terti\u00e6re farver - skabes ved at blande en prim\u00e6r og en sekund\u00e6r sammen:<\/p>\n<ul>\n<li>R\u00f8d og orange (Vermilion)<\/li>\n<li>R\u00f8d og lilla (magenta)<\/li>\n<li>Gul og gr\u00f8n (Chartreuse)<\/li>\n<li>Gul og orange (Amber)<\/li>\n<li>Bl\u00e5 og gr\u00f8n (Teal)<\/li>\n<li>Bl\u00e5 og lilla (violet)<\/li>\n<\/ul>\n<h3><strong>Farvemodeller<\/strong><\/h3>\n<p>Hvordan udvides farveteorien nu til digital og trykt design?<\/p>\n<p>Gennem to typer af farvemodeller, der oftest anvendes:<\/p>\n<ul>\n<li>RGB<\/li>\n<li>CMYK<\/li>\n<\/ul>\n<p>Den <strong>RGB<\/strong> farvemodellen er en blanding af <strong>r\u00f8d<\/strong>, <strong>gr\u00f8n<\/strong> og <strong>bl\u00e5<\/strong> for at skabe andre nuancer. Det bruges hovedsageligt i digitale designs, som f.eks. tv-reklamer, mobilapps eller websider.<\/p>\n<p><strong>CMYK<\/strong> er standardmodellen for trykte designs. Den st\u00e5r for <strong>C<\/strong>yan, <strong>M<\/strong>agenta, <strong>Y<\/strong>og <strong>B<\/strong>mangler - de farver, du finder p\u00e5 en bl\u00e6kpatron. En n\u00f8jagtig balance mellem disse toner vil skabe den aktuelle nuance til dine trykte materialer.<\/p>\n<p>Vi har en dybdeg\u00e5ende blog om printprocessen for farver, se vores guide om Pantone vs CMYK.<\/p>\n<h2><strong>Hvad forskellige farver betyder<\/strong><\/h2>\n<h2><a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/29199572-6ae2-45dc-b0c2-cebc69025850.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-68326\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/29199572-6ae2-45dc-b0c2-cebc69025850.jpg\" alt=\"\" width=\"800\" height=\"600\" \/><\/a><\/h2>\n<p>Hver farve udsender en bestemt f\u00f8lelse, n\u00e5r vi ser den i en reklame, uanset om det er et billboard, en tv-reklame eller... <a href=\"https:\/\/www.solopress.com\/blog\/da\/plakater\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trykt plakat<\/a>.<\/p>\n<p>Her er en hurtig forklaring p\u00e5, hvad de kan betyde for dit printdesign:<\/p>\n<ul>\n<li><strong>R\u00f8d<\/strong> - Hvis du vil g\u00f8re indtryk, er r\u00f8d vejen frem. Denne intenst varme farve repr\u00e6senterer alt fra fare og krig til styrke og magt samt k\u00e6rlighed og lidenskab.<\/li>\n<li><strong>Gul<\/strong> - Gul er den lyseste og mest energiske af de varme toner og symboliserer lykke, h\u00e5b og optimisme. Brug den i design for at skabe en venlig og indbydende stemning.<\/li>\n<li><strong>Bl\u00e5<\/strong> - Bl\u00e5 symboliserer en blanding af f\u00f8lelser, fra tristhed til ro og endda pligt og styrke. Brug lysere nuancer til at formidle afslapning og m\u00f8rke toner til p\u00e5lidelighed.<\/li>\n<li><strong>Gr\u00f8n<\/strong> - Farven p\u00e5 natur og v\u00e6kst samt rigdom og konsistens. \u00d8kom\u00e6rker, nye virksomheder og virksomheder i v\u00e6kst kan alle bruge gr\u00f8n til at symbolisere modernitet og fornyelse.<\/li>\n<li><strong>Orange<\/strong> - Med en kombination af r\u00f8d ild og gul energi er orange produktivitetens farve. Den repr\u00e6senterer forandring, aktivitet og opmuntring - perfekt til at f\u00e5 en kunde til at handle.<\/li>\n<li><strong>Lilla<\/strong> - Traditionelt var lilla de kongeliges farve. I dag bruges den til at vise kreativitet, mystik og \u00e5nd. Hvis du skal vise et nyt produkt eller en ny service eller \u00e6ndre din branding, er lilla perfekt.<\/li>\n<\/ul>\n<h2><strong>Hvordan bruger brands farver i reklamer?<\/strong><\/h2>\n<p>Det siges, at farver \u00f8ger brandbevidstheden med 80%.<\/p>\n<p>Derfor er det f\u00f8rste, vi ser, n\u00e5r vi t\u00e6nker p\u00e5 en ber\u00f8mt virksomhed, deres brandfarver.<\/p>\n<p>Virksomheder, der forst\u00e5r betydningen af farver og bruger dem til deres fordel, er dem, vi er mest tilb\u00f8jelige til at huske. Hvad er McDonalds trods alt uden sit r\u00f8de og gule signaturlogo? Hvad ville Coca-Cola repr\u00e6sentere i gr\u00f8n emballage?<\/p>\n<p>Ud over at blive genkendt kan den rigtige farvebalance ogs\u00e5 hj\u00e6lpe dig med at overbevise, tiltr\u00e6kke og appellere til dine kunder. Det kan igen \u00f8ge salget og forbedre afkastet af din investering.<\/p>\n<h3><strong>Succesfulde brands og deres farver<\/strong><\/h3>\n<p>Hvis vi g\u00e5r tilbage til McDonalds-eksemplet, s\u00e5 symboliserer de velkendte gule buer lykke. Mens den r\u00f8de baggrund skildrer lyst og k\u00e6rlighed.<\/p>\n<p>Sammen med m\u00e6rkets signatur-tagline \"I'm lovin' it\" g\u00f8r disse farver dig sulten efter McDonald's, s\u00e5 snart du ser dem.<\/p>\n<p>De lysegule buer er ogs\u00e5 nemme at f\u00e5 \u00f8je p\u00e5, og den r\u00f8de farve signalerer, at man skal stoppe - det g\u00f8r McDonald's til et fastfood-sted, uanset hvorn\u00e5r p\u00e5 dagen det er.<\/p>\n<p>Bl\u00e5 er det mest popul\u00e6re valg for brands, da dens rolige, st\u00e6rke toner er med til at formidle tillid til virksomheden. Teknologivirksomheder som Samsung, Dell og Intel s\u00e5vel som virksomheder fra helt andre sektorer som Solopress, Ikea og PayPal foretr\u00e6kker alle bl\u00e5 branding.<\/p>\n<p>Det, der adskiller dem, er de bl\u00e5 nuancer, de bruger. Disse forskellige toner sender budskaber til kunderne, som er unikke for den p\u00e5g\u00e6ldende virksomhed.<\/p>\n<p>For eksempel bruger Facebook og LinkedIn m\u00f8rkere bl\u00e5 farver til at vise styrke og p\u00e5lidelighed i deres kanaler, som er popul\u00e6re platforme for virksomheder. Mens Twitters lysere, roligere tone passer bedre til hverdagsbrugere, der leder efter et sted at skrive deres tanker.<\/p>\n<h2><strong>Hvordan kan du bruge farver i din markedsf\u00f8ring?<br \/>\n<\/strong><br \/>\n<a href=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/b54510a1-17db-4588-adc9-bfee48292771.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-68332\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/b54510a1-17db-4588-adc9-bfee48292771.jpg\" alt=\"\" width=\"800\" height=\"600\" \/><\/a><\/h2>\n<p>N\u00e5r det handler om at skabe en brandidentitet, b\u00f8r farver st\u00e5 \u00f8verst p\u00e5 din prioriteringsliste.<\/p>\n<p>Her er et par nyttige tips til at f\u00e5 styr p\u00e5 din brug af farver i reklamer:<\/p>\n<ol>\n<li><strong>Lav nogle markedsunders\u00f8gelser<\/strong> - Sp\u00f8rg dine medarbejdere og kunder, hvilket ord eller hvilken f\u00f8lelse de kommer til at t\u00e6nke p\u00e5, n\u00e5r de forestiller sig dit brand. Det kan give dig en indikation af, om din reklame rammer plet eller ikke.<\/li>\n<li><strong>Brainstorm p\u00e5 dit brand<\/strong> - Hvis din branding ikke repr\u00e6senterer din virksomhed, er det tid til en opfriskning. Tag et blankt stykke papir, skriv din virksomheds navn i midten, og begynd at brainstorme over, hvilke f\u00f8lelser du vil vise.<\/li>\n<li><strong>Saml dine ideer sammen<\/strong> - Se p\u00e5 de f\u00e6lles temaer mellem din research og din brainstorm, og saml de vigtigste f\u00f8lelser i en enkelt plan. N\u00e5r du har det hele foran dig, er du klar til at gent\u00e6nke din branding.<\/li>\n<li><strong>Fokuser p\u00e5 to farver<\/strong> - Match dine m\u00e5l med de tilh\u00f8rende farver, og v\u00e6lg to farver, der bedst supplerer hinanden. Pas p\u00e5, at du ikke laver blandinger, som m\u00e5ske ikke fungerer. For eksempel lyder styrke og v\u00e6kst fint i princippet, men i praksis ses gr\u00f8n og bl\u00e5 sj\u00e6ldent side om side.<\/li>\n<li><strong>Hold din markedsf\u00f8ring konsekvent<\/strong> - N\u00e5r du har valgt dine n\u00f8glefarver, skal du holde dem konsistente p\u00e5 tv\u00e6rs af dine markedsf\u00f8ringskanaler for at sikre, at dit budskab bliver h\u00f8rt. For eksempel kan en <a href=\"https:\/\/www.solopress.com\/blog\/da\/flyers-og-foldere\/\" target=\"_blank\" rel=\"noopener noreferrer\">flyer eller folder<\/a> med din seneste kampagne skal have samme logo og baggrund som et Facebook-opslag om en ny butiks\u00e5bning.<\/li>\n<\/ol>\n<p>Er du klar til at oms\u00e6tte din nyfundne farveteori til praksis? Begynd at printe dit n\u00e6ste parti marketingmaterialer ved at tjekke vores <a href=\"https:\/\/www.solopress.com\/blog\/da\/\" target=\"_blank\" rel=\"noopener noreferrer\">Produktsortiment<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>When designing a printed advertisement, the messaging is often the most important aspect. However, no matter how persuasive it is, that message might be easily overlooked on a plain, white background. That\u2019s where colours can really have an impact. They can draw eyes towards your ad, make customers feel different emotions and encourage them to [&hellip;]<\/p>\n","protected":false},"author":134,"featured_media":68329,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[545,547],"tags":[],"class_list":{"0":"post-68314","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-art-design","8":"category-business-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Importance of Colours in Print Marketing | Solopress UK<\/title>\n<meta name=\"description\" content=\"What does your brand\u2019s colours say about your company? Find out with our guide to the meaning behind colours and how to use colours in advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/da\/kunstdesign\/farver-i-trykt-markedsforing\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Importance of Colours in Print Marketing | Solopress UK\" \/>\n<meta property=\"og:description\" content=\"What does your brand\u2019s colours say about your company? 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