{"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":"basili-pazarlamada-renkler","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/tr\/art-design\/colours-in-print-marketing\/","title":{"rendered":"Bas\u0131l\u0131 pazarlamada renklerin \u00f6nemi"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>Bas\u0131l\u0131 bir reklam tasarlarken, mesaj genellikle en \u00f6nemli unsurdur.<\/p>\n<p>Ancak, ne kadar ikna edici olursa olsun, bu mesaj d\u00fcz, beyaz bir arka plan \u00fczerinde kolayca g\u00f6zden ka\u00e7abilir.<\/p>\n<p>\u0130\u015fte bu noktada renkler ger\u00e7ekten etkili olabilir.<\/p>\n<p>G\u00f6zleri reklam\u0131n\u0131za \u00e7ekebilir, m\u00fc\u015fterilerin farkl\u0131 duygular hissetmesini sa\u011flayabilir ve onlar\u0131 markan\u0131zla etkile\u015fime ge\u00e7meye te\u015fvik edebilirler.<\/p>\n<p>Bu k\u0131lavuzda, farkl\u0131 renklerin ne anlama geldi\u011fini ve bunlar\u0131 reklamlar\u0131n\u0131zda nas\u0131l etkili bir \u015fekilde kullanabilece\u011finizi anlaman\u0131za yard\u0131mc\u0131 olmak i\u00e7in temel renk teorisine dal\u0131yoruz.<\/p>\n<h2><strong>Renk teorisinin temelleri<\/strong><\/h2>\n<p>Renk teorisi, sanat ve bilimin bir birle\u015fimidir. Etkileyici g\u00f6rsel sonu\u00e7lar elde etmek i\u00e7in renk \u015femalar\u0131n\u0131 kullanmaya y\u00f6nelik kurallar ve y\u00f6nergeler i\u00e7erir.<\/p>\n<h3><strong>Renk \u00e7ark\u0131<\/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>Renk teorisinin temel ta\u015f\u0131 renk \u00e7ark\u0131d\u0131r.<\/p>\n<p>E\u011flenceli bir ger\u00e7ek, Sir Isaac Newton taraf\u0131ndan 17. y\u00fczy\u0131lda renk spektrumuyla ilgili \u00e7e\u015fitli ke\u015fifler yapt\u0131ktan sonra icat edilmi\u015ftir.<\/p>\n<p>Renk \u00e7ark\u0131 \u00fc\u00e7 renk kategorisinden olu\u015fur:<\/p>\n<ul>\n<li>Birincil<\/li>\n<li>\u0130kincil<\/li>\n<li>Tersiyer<\/li>\n<\/ul>\n<p>Bu kategorilerdeki renkler daha sonra iki b\u00f6l\u00fcme ayr\u0131l\u0131r:<\/p>\n<ul>\n<li>S\u0131cak<\/li>\n<li>G\u00fczel<\/li>\n<\/ul>\n<p>K\u0131rm\u0131z\u0131lar, turuncular ve sar\u0131lar gibi daha s\u0131cak tonlar\u0131n, biri taraf\u0131ndan bak\u0131ld\u0131\u011f\u0131nda enerji uyand\u0131rd\u0131\u011f\u0131 s\u00f6ylenir. Maviler ve morlar gibi daha so\u011fuk tonlar\u0131n ise g\u00f6z\u00fc rahatlatt\u0131\u011f\u0131 d\u00fc\u015f\u00fcn\u00fcl\u00fcr.<\/p>\n<p>Tekerlek \u00fczerinde birbirine yak\u0131n renkleri kullanmak renk uyumu olarak bilinen durumu yaratacakt\u0131r. Z\u0131t u\u00e7lardakiler ise tamamlay\u0131c\u0131 renkler olarak bilinir ve tasar\u0131m\u0131n\u0131zda kontrast yaratmak i\u00e7in iyidir.<\/p>\n<h3><strong>Birincil, ikincil ve \u00fc\u00e7\u00fcnc\u00fcl renkler<\/strong><\/h3>\n<p>Standart renk \u00e7emberinde renkler \u00fc\u00e7 gruba ayr\u0131l\u0131r. Bunlar<\/p>\n<p>Birincil renkler - tonlar\u0131 birbirine kar\u0131\u015ft\u0131rarak olu\u015fturulamaz:<\/p>\n<ul>\n<li>K\u0131rm\u0131z\u0131<\/li>\n<li>Sar\u0131<\/li>\n<li>Mavi<\/li>\n<\/ul>\n<p>\u0130kincil renkler - iki ana rengin birlikte kar\u0131\u015ft\u0131r\u0131lmas\u0131yla elde edilir:<\/p>\n<ul>\n<li>Ye\u015fil<\/li>\n<li>Turuncu<\/li>\n<li>Mor<\/li>\n<\/ul>\n<p>\u00dc\u00e7\u00fcnc\u00fcl renkler - bir birincil ve bir ikincil rengin birlikte kar\u0131\u015ft\u0131r\u0131lmas\u0131yla olu\u015fturulur:<\/p>\n<ul>\n<li>K\u0131rm\u0131z\u0131 ve turuncu (Vermilion)<\/li>\n<li>K\u0131rm\u0131z\u0131 ve mor (Magenta)<\/li>\n<li>Sar\u0131 ve ye\u015fil (Chartreuse)<\/li>\n<li>Sar\u0131 ve turuncu (Amber)<\/li>\n<li>Mavi ve ye\u015fil (Teal)<\/li>\n<li>Mavi ve mor (Menek\u015fe)<\/li>\n<\/ul>\n<h3><strong>Renk modelleri<\/strong><\/h3>\n<p>Peki, renk teorisi dijital ve bask\u0131 tasar\u0131m\u0131na nas\u0131l uzan\u0131yor?<\/p>\n<p>En s\u0131k kullan\u0131lan iki t\u00fcr renk modeli arac\u0131l\u0131\u011f\u0131yla:<\/p>\n<ul>\n<li>RGB<\/li>\n<li>CMYK<\/li>\n<\/ul>\n<p>Bu <strong>RGB<\/strong> renk modeli a\u015fa\u011f\u0131dakilerin kar\u0131\u015f\u0131m\u0131d\u0131r <strong>k\u0131rm\u0131z\u0131<\/strong>, <strong>ye\u015fil<\/strong> ve <strong>mavi<\/strong> di\u011fer tonlar\u0131 olu\u015fturmak i\u00e7in. Genellikle televizyon reklamlar\u0131, mobil uygulamalar veya web sayfalar\u0131 gibi dijital tasar\u0131mlarda kullan\u0131l\u0131r.<\/p>\n<p><strong>CMYK<\/strong> bas\u0131l\u0131 tasar\u0131mlar i\u00e7in standart modeldir. Anlam\u0131 <strong>C<\/strong>Yan, <strong>M<\/strong>Agenta, <strong>Y<\/strong>ellow ve <strong>B<\/strong>eksik - bir m\u00fcrekkep kartu\u015funda bulaca\u011f\u0131n\u0131z renkler. Bu tonlar\u0131n tam bir dengesi, bas\u0131l\u0131 malzemeleriniz i\u00e7in mevcut tonu olu\u015fturacakt\u0131r.<\/p>\n<p>Renkler i\u00e7in bask\u0131 s\u00fcreci hakk\u0131nda derinlemesine bir blogumuz var, Pantone vs CMYK k\u0131lavuzumuza g\u00f6z at\u0131n.<\/p>\n<h2><strong>Farkl\u0131 renklerin anlam\u0131<\/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>\u0130ster reklam panosu, ister televizyon reklam\u0131 olsun, bir reklamda g\u00f6rd\u00fc\u011f\u00fcm\u00fczde her renk belirli bir duygu yayar. <a href=\"https:\/\/www.solopress.com\/blog\/tr\/posterler\/\" target=\"_blank\" rel=\"noopener noreferrer\">bas\u0131l\u0131 poster<\/a>.<\/p>\n<p>\u0130\u015fte bask\u0131 tasar\u0131m\u0131n\u0131z i\u00e7in ne anlama gelebilecekleri hakk\u0131nda k\u0131sa bir a\u00e7\u0131klama:<\/p>\n<ul>\n<li><strong>K\u0131rm\u0131z\u0131<\/strong> - E\u011fer bir etki yaratmak istiyorsan\u0131z, k\u0131rm\u0131z\u0131 tam size g\u00f6re. Bu son derece s\u0131cak renk, tehlike ve sava\u015ftan g\u00fc\u00e7 ve kuvvete, a\u015fk ve tutkuya kadar her \u015feyi temsil eder.<\/li>\n<li><strong>Sar\u0131<\/strong> - S\u0131cak tonlar\u0131n en parlak ve enerjik olan\u0131 sar\u0131; mutlulu\u011fu, umudu ve iyimserli\u011fi temsil eder. Samimi ve s\u0131cak bir hava yaratmak i\u00e7in tasar\u0131mlarda kullan\u0131n.<\/li>\n<li><strong>Mavi<\/strong> - Mavi, \u00fcz\u00fcnt\u00fcden sakinli\u011fe ve hatta g\u00f6rev ve g\u00fcce kadar bir\u00e7ok duyguyu sembolize eder. Rahatl\u0131\u011f\u0131 ifade etmek i\u00e7in a\u00e7\u0131k tonlar\u0131, g\u00fcvenilirlik i\u00e7in koyu tonlar\u0131 kullan\u0131n.<\/li>\n<li><strong>Ye\u015fil<\/strong> - Do\u011fan\u0131n ve b\u00fcy\u00fcmenin yan\u0131 s\u0131ra zenginlik ve tutarl\u0131l\u0131\u011f\u0131n rengidir. Eko markalar, yeni \u015firketler ve b\u00fcy\u00fcyen i\u015fletmeler modernli\u011fi ve yenilenmeyi sembolize etmek i\u00e7in ye\u015fili kullanabilir.<\/li>\n<li><strong>Turuncu<\/strong> - K\u0131rm\u0131z\u0131n\u0131n ate\u015fi ve sar\u0131n\u0131n enerjisini birle\u015ftiren turuncu, \u00fcretkenli\u011fin rengidir. De\u011fi\u015fimi, etkinli\u011fi ve cesaretlendirmeyi temsil eder - bir m\u00fc\u015fteriyi harekete ge\u00e7meye te\u015fvik etmek i\u00e7in harikad\u0131r.<\/li>\n<li><strong>Mor<\/strong> - Geleneksel olarak mor, kraliyetin rengiydi. G\u00fcn\u00fcm\u00fczde ise yarat\u0131c\u0131l\u0131\u011f\u0131, gizemi ve ruhu g\u00f6stermek i\u00e7in kullan\u0131l\u0131yor. Yeni bir \u00fcr\u00fcn veya hizmet sunuyorsan\u0131z ya da markan\u0131z\u0131 de\u011fi\u015ftiriyorsan\u0131z mor m\u00fckemmel bir renktir.<\/li>\n<\/ul>\n<h2><strong>Markalar reklamlarda renkleri nas\u0131l kullan\u0131yor?<\/strong><\/h2>\n<p>Renklerin marka bilinirli\u011fini 80% oran\u0131nda art\u0131rd\u0131\u011f\u0131 s\u00f6yleniyor.<\/p>\n<p>Bu nedenle, \u00fcnl\u00fc bir \u015firketi d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde ilk g\u00f6rd\u00fc\u011f\u00fcm\u00fcz \u015fey marka renkleridir.<\/p>\n<p>Renklerin ard\u0131ndaki anlam\u0131 anlayan ve onlar\u0131 kendi avantajlar\u0131na kullanan i\u015fletmeler, hat\u0131rlama olas\u0131l\u0131\u011f\u0131m\u0131z\u0131n en y\u00fcksek oldu\u011fu i\u015fletmelerdir. Sonu\u00e7ta, k\u0131rm\u0131z\u0131 ve sar\u0131 imza logosu olmadan McDonalds nedir ki? Coca-Cola ye\u015fil ambalaj\u0131yla neyi temsil ederdi?<\/p>\n<p>Tan\u0131nman\u0131n \u00f6tesinde, do\u011fru renk dengesi m\u00fc\u015fterilerinizi ikna etmenize, \u00e7ekmenize ve onlara hitap etmenize de yard\u0131mc\u0131 olabilir. Bu da sat\u0131\u015flar\u0131 art\u0131rabilir ve yat\u0131r\u0131m\u0131n\u0131zdan elde etti\u011finiz geri d\u00f6n\u00fc\u015f\u00fc iyile\u015ftirebilir.<\/p>\n<h3><strong>Ba\u015far\u0131l\u0131 markalar ve renkleri<\/strong><\/h3>\n<p>McDonalds \u00f6rne\u011fine geri d\u00f6necek olursak, yayg\u0131n olarak bilinen sar\u0131 kemerler mutlulu\u011fu sembolize eder. K\u0131rm\u0131z\u0131 arka plan ise arzu ve a\u015fk\u0131 tasvir etmektedir.<\/p>\n<p>Markan\u0131n imzas\u0131 niteli\u011findeki \"I'm lovin' it\" slogan\u0131yla e\u015fle\u015ftirilen bu renkler, g\u00f6r\u00fcr g\u00f6rmez McDonald's i\u00e7in ac\u0131kman\u0131za neden oluyor.<\/p>\n<p>Parlak sar\u0131 kemerleri fark etmek de kolayd\u0131r ve k\u0131rm\u0131z\u0131 size durman\u0131z\u0131 i\u015faret eder - McDonald's'\u0131 g\u00fcn\u00fcn hangi saatinde olursa olsun bir fast food cenneti olarak konumland\u0131r\u0131r.<\/p>\n<p>Mavi, markalar i\u00e7in en pop\u00fcler se\u00e7imdir, \u00e7\u00fcnk\u00fc sakin ve g\u00fc\u00e7l\u00fc tonlar\u0131 o \u015firkete olan g\u00fcven ve itimad\u0131 ifade etmeye yard\u0131mc\u0131 olur. Samsung, Dell ve Intel gibi teknoloji \u015firketlerinin yan\u0131 s\u0131ra Solopress, Ikea ve PayPal gibi tamamen farkl\u0131 sekt\u00f6rlerden i\u015fletmeler de mavi markay\u0131 tercih ediyor.<\/p>\n<p>Onlar\u0131 di\u011ferlerinden ay\u0131ran \u015fey, kulland\u0131klar\u0131 mavi tonlar\u0131d\u0131r. Bu farkl\u0131 tonlar m\u00fc\u015fterilere o \u015firkete \u00f6zg\u00fc mesajlar g\u00f6nderiyor.<\/p>\n<p>\u00d6rne\u011fin, Facebook ve LinkedIn, i\u015fletmeler i\u00e7in pop\u00fcler platformlar olan kanallar\u0131nda g\u00fc\u00e7 ve g\u00fcvenilirli\u011fi g\u00f6stermek i\u00e7in daha koyu maviler kullan\u0131r. Twitter'\u0131n daha a\u00e7\u0131k, daha sakin tonu ise d\u00fc\u015f\u00fcncelerini yazmak i\u00e7in bir yer arayan g\u00fcnl\u00fck kullan\u0131c\u0131lara daha uygun.<\/p>\n<h2><strong>Renkleri pazarlaman\u0131zda nas\u0131l kullanabilirsiniz?<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>Bir marka kimli\u011fi olu\u015fturmak s\u00f6z konusu oldu\u011funda, renkler \u00f6ncelik listenizin en ba\u015f\u0131nda yer almal\u0131d\u0131r.<\/p>\n<p>\u0130\u015fte reklamc\u0131l\u0131kta renk kullan\u0131m\u0131nda ustala\u015fman\u0131z i\u00e7in birka\u00e7 yararl\u0131 ipucu:<\/p>\n<ol>\n<li><strong>Biraz pazar ara\u015ft\u0131rmas\u0131 yap\u0131n<\/strong> - Personelinize ve m\u00fc\u015fterilerinize markan\u0131z\u0131 hayal ettiklerinde ak\u0131llar\u0131na hangi kelimenin veya duygunun geldi\u011fini sorun. Bu, reklamlar\u0131n\u0131z\u0131n hedefe ula\u015f\u0131p ula\u015fmad\u0131\u011f\u0131 veya yetersiz kal\u0131p kalmad\u0131\u011f\u0131 konusunda size bir g\u00f6sterge verebilir.<\/li>\n<li><strong>Markan\u0131z i\u00e7in beyin f\u0131rt\u0131nas\u0131 yap\u0131n<\/strong> - Markan\u0131z \u015firketinizi temsil etmiyorsa, yenilenme zaman\u0131 gelmi\u015f demektir. Bo\u015f bir ka\u011f\u0131t al\u0131n, ortas\u0131na i\u015fletmenizin ad\u0131n\u0131 yaz\u0131n ve hangi duygular\u0131 sergilemek istedi\u011finize dair beyin f\u0131rt\u0131nas\u0131 yapmaya ba\u015flay\u0131n.<\/li>\n<li><strong>Fikirlerinizi bir araya getirin<\/strong> - Ara\u015ft\u0131rman\u0131z ve beyin f\u0131rt\u0131nan\u0131z aras\u0131ndaki ortak temalara bak\u0131n ve temel duygular\u0131 tek bir planda bir araya getirin. Her \u015fey \u00f6n\u00fcn\u00fczde oldu\u011funda, markan\u0131z\u0131 yeniden d\u00fc\u015f\u00fcnmeye haz\u0131rs\u0131n\u0131z demektir.<\/li>\n<li><strong>\u0130ki renge odaklan\u0131n<\/strong> - Hedeflerinizi ilgili renklerle e\u015fle\u015ftirin ve birbirini en iyi tamamlayan iki rengi se\u00e7in. \u0130\u015fe yaramayacak kar\u0131\u015f\u0131mlar yaratmamaya \u00f6zen g\u00f6sterin. \u00d6rne\u011fin, g\u00fc\u00e7 ve b\u00fcy\u00fcme prensipte kula\u011fa ho\u015f gelse de pratikte ye\u015fil ve mavi nadiren yan yana g\u00f6r\u00fcl\u00fcr.<\/li>\n<li><strong>Pazarlaman\u0131z\u0131 tutarl\u0131 tutun<\/strong> - Anahtar renklerinizi se\u00e7tikten sonra, mesaj\u0131n\u0131z\u0131n duyulmas\u0131n\u0131 sa\u011flamak i\u00e7in pazarlama kanallar\u0131n\u0131zda tutarl\u0131 olmas\u0131n\u0131 sa\u011flay\u0131n. \u00d6rne\u011fin, bir <a href=\"https:\/\/www.solopress.com\/blog\/tr\/el-ilanlari-brosurler\/\" target=\"_blank\" rel=\"noopener noreferrer\">el ilan\u0131 veya bro\u015f\u00fcr<\/a> yeni bir ma\u011faza a\u00e7\u0131l\u0131\u015f\u0131yla ilgili bir Facebook g\u00f6nderisiyle ayn\u0131 logoya ve arka plana sahip olmal\u0131d\u0131r.<\/li>\n<\/ol>\n<p>Yeni \u00f6\u011frendi\u011finiz renk teorisini uygulamaya haz\u0131r m\u0131s\u0131n\u0131z? Bir sonraki pazarlama materyallerinizi yazd\u0131rmaya ba\u015flamak i\u00e7in <a href=\"https:\/\/www.solopress.com\/blog\/tr\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00fcr\u00fcn yelpazesi\u0307<\/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\/tr\/sanat-tasarimi\/basili-pazarlamada-renkler\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\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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