{"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":"colours-in-print-marketing","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/art-design\/colours-in-print-marketing\/","title":{"rendered":"The importance of colours in print marketing"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>When designing a printed advertisement, the messaging is often the most important aspect.<\/p>\n<p>However, no matter how persuasive it is, that message might be easily overlooked on a plain, white background.<\/p>\n<p>That\u2019s where colours can really have an impact.<\/p>\n<p>They can draw eyes towards your ad, make customers feel different emotions and encourage them to interact with your brand.<\/p>\n<p>We\u2019re diving into basic colour theory in this guide, helping you understand what different colours mean and how to use them effectively in your advertising.<\/p>\n<h2><strong>Colour theory basics<\/strong><\/h2>\n<p>Colour theory is a combination of art and science. It includes rules and guidelines for using colour schemes to achieve impressive visual results.<\/p>\n<h3><strong>The colour wheel<\/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>The cornerstone of colour theory is the colour wheel.<\/p>\n<p>Fun fact, it was invented by Sir Isaac Newton in the 17th century after making several discoveries related to the colour spectrum.<\/p>\n<p>The colour wheel consists of three colour categories:<\/p>\n<ul>\n<li>Primary<\/li>\n<li>Secondary<\/li>\n<li>Tertiary<\/li>\n<\/ul>\n<p>The colours within these categories are then divided into two sections:<\/p>\n<ul>\n<li>Warm<\/li>\n<li>Cool<\/li>\n<\/ul>\n<p>Warmer tones, such as reds, oranges and yellows are said to invoke energy when viewed by someone. While cooler shades, such as blues and purples, are considered soothing to the eye.<\/p>\n<p>Using colours close to one another on the wheel will create what is known as colour harmonies. Whereas those on opposite ends are known as complementary colours and are good for creating contrasts in your design.<\/p>\n<h3><strong>Primary, secondary and tertiary colours<\/strong><\/h3>\n<p>In the standard colour wheel, the colours are divided into three groups. These are:<\/p>\n<p>Primary colours \u2013 which cannot be created by mixing shades together:<\/p>\n<ul>\n<li>Red<\/li>\n<li>Yellow<\/li>\n<li>Blue<\/li>\n<\/ul>\n<p>Secondary colours \u2013 made by mixing two of the primary colours together:<\/p>\n<ul>\n<li>Green<\/li>\n<li>Orange<\/li>\n<li>Purple<\/li>\n<\/ul>\n<p>Tertiary colours \u2013 created by mixing one primary and one secondary together:<\/p>\n<ul>\n<li>Red &amp; orange (Vermilion)<\/li>\n<li>Red &amp; purple (Magenta)<\/li>\n<li>Yellow &amp; green (Chartreuse)<\/li>\n<li>Yellow &amp; orange (Amber)<\/li>\n<li>Blue &amp; green (Teal)<\/li>\n<li>Blue &amp; purple (Violet)<\/li>\n<\/ul>\n<h3><strong>Colour models<\/strong><\/h3>\n<p>Now, how does colour theory extend to digital and print designing?<\/p>\n<p>Through two types of colour models that are most frequently used:<\/p>\n<ul>\n<li>RGB<\/li>\n<li>CMYK<\/li>\n<\/ul>\n<p>The <strong>RGB<\/strong> colour model is the blend of <strong>red<\/strong>, <strong>green<\/strong> and <strong>blue<\/strong> to create other shades. It\u2019s mainly used in digital designs, such as television adverts, mobile apps or webpages.<\/p>\n<p><strong>CMYK<\/strong> is the standard model for printed designs. It stands for <strong>C<\/strong>yan, <strong>M<\/strong>agenta, <strong>Y<\/strong>ellow and <strong>B<\/strong>lack \u2013 the colours you\u2019ll find on an ink cartridge. An exact balance of these tones will create the current shade for your printed materials.<\/p>\n<p>We\u2019ve got an in-depth blog on the print process for colours, check out our guide on Pantone vs CMYK.<\/p>\n<h2><strong>What different colours mean<\/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>Each colour gives off a specific emotion when we see it in an advert, whether it\u2019s a billboard, tv ad or <a href=\"https:\/\/www.solopress.com\/posters\/\" target=\"_blank\" rel=\"noopener noreferrer\">printed poster<\/a>.<\/p>\n<p>Here\u2019s a quick explanation about what they could mean for your print design:<\/p>\n<ul>\n<li><strong>Red<\/strong> \u2013 if you want to make an impact, red is the way to go. This intensely hot colour represents everything from danger and war, to strength and power, as well as love and passion.<\/li>\n<li><strong>Yellow<\/strong> \u2013 the brightest and most energetic of the warm tones, yellow depicts happiness, hope and optimism. Use in designs to create a friendly and welcoming mood.<\/li>\n<li><strong>Blue<\/strong> \u2013 blue symbolises a mixture of emotions, from sadness to calmness and even duty and strength. Use lighter shades to convey relaxation and dark tones for reliability.<\/li>\n<li><strong>Green<\/strong> \u2013 the colour of nature and growth, as well as wealth and consistency. Eco brands, new companies and growing enterprises can all use green to symbolise modernity and renewal.<\/li>\n<li><strong>Orange<\/strong> \u2013 combining red\u2019s fire and yellow\u2019s energy, orange is the colour of productivity. It represents change, activity and encouragement \u2013 great for encouraging a customer to take action.<\/li>\n<li><strong>Purple<\/strong> \u2013 traditionally, purple was the colour of royalty. Nowadays it\u2019s used to show creativity, mystery and spirit. If you\u2019re showing a new product or service, or changing your branding, purple is perfect.<\/li>\n<\/ul>\n<h2><strong>How do brands use colours in advertising?<\/strong><\/h2>\n<p>It\u2019s said that colours increase brand awareness by 80%.<\/p>\n<p>That\u2019s why, when we think of a famous company, the first thing we see is their brand colours.<\/p>\n<p>Businesses that understand the meaning behind colours and use them to their advantage are the ones we\u2019re most likely to remember. After all, what\u2019s McDonalds without its red and yellow signature logo? What would Coca-Cola represent in green packaging?<\/p>\n<p>Beyond being recognised, the right balance of colours can also help you persuade, attract and appeal to your customers. This in turn can boost sales and improve the return you get on your investment.<\/p>\n<h3><strong>Successful brands and their colours<\/strong><\/h3>\n<p>Going back to the McDonalds example, the widely recognised yellow arches symbolise happiness. While the red background depicts desire and love.<\/p>\n<p>Paired with the brand\u2019s signature tagline \u2018I\u2019m lovin\u2019 it\u2019, these colours make you hungry for McDonald&#8217;s as soon as you see them.<\/p>\n<p>The bright yellow arches are also easy to spot and the red signals you to stop \u2013 placing McDonald&#8217;s as a fast food haven, whatever time of day it is.<\/p>\n<p>Blue is the most popular choice for brands, as its calm, strong tones help convey trust and confidence in that company. Tech companies, such as Samsung, Dell and Intel, as well as businesses from totally different sectors, like Solopress, Ikea and PayPal, all favour blue branding.<\/p>\n<p>What sets them apart is the shades of blue they use. These different tones send messages to customers that are unique to that company.<\/p>\n<p>For example, Facebook and LinkedIn use darker blues to show strength and reliability in their channels, which are popular platforms for businesses. While Twitter\u2019s lighter, calmer tone better suits the everyday users looking for a place to write their thoughts.<\/p>\n<h2><strong>How can you use colours in your marketing?<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>When it comes to establishing a brand identity, colours should be at the top of your priority list.<\/p>\n<p>Here are a few helpful tips to master your use of colours in advertising:<\/p>\n<ol>\n<li><strong>Do some market research<\/strong> \u2013 ask your staff and customers what word or feeling comes to mind when they picture your brand. This can give you an indication as to whether your advertising is hitting the mark or falling short.<\/li>\n<li><strong>Brainstorm your brand<\/strong> \u2013 if your branding isn\u2019t representing your company, it\u2019s time for a refresh. Grab a blank sheet of paper, write your business\u2019 name in the middle and start brainstorming what emotions you want to display.<\/li>\n<li><strong>Pull your ideas together<\/strong> \u2013 look at the common themes between your research and your brainstorm and pull together the key emotions into a single plan. When you have everything in front of you, you\u2019re ready to rethink your branding.<\/li>\n<li><strong>Focus on two colours<\/strong> \u2013 match your goals against their associated colours and pick out two colours that best complement each other. Take care you don\u2019t create mixes that may not work. For instance, strength and growth sound fine in principle, but in practice, green and blue are rarely seen side by side.<\/li>\n<li><strong>Keep your marketing consistent<\/strong> \u2013 once you\u2019ve chosen your key colours, keep it consistent across your marketing channels, to ensure your message is heard. For instance, a <a href=\"https:\/\/www.solopress.com\/flyers-leaflets\/\" target=\"_blank\" rel=\"noopener noreferrer\">flyer or leaflet<\/a> with your latest promotion should feature the same logo and backdrop as a Facebook post on a new store opening.<\/li>\n<\/ol>\n<p>Ready to put your newfound colour theory into practice? Start printing your next batch of marketing materials by checking out our <a href=\"https:\/\/www.solopress.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">product range<\/a>.<\/p>\n","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 v27.4 - 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\/art-design\/colours-in-print-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\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? Find out with our guide to the meaning behind colours and how to use colours in advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/art-design\/colours-in-print-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2020-07-03T12:17:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-03T14:46:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/07\/c3f00472-f8c1-427d-be93-c0994577ec83.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#\\\/schema\\\/person\\\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"The importance of colours in print marketing\",\"datePublished\":\"2020-07-03T12:17:28+00:00\",\"dateModified\":\"2020-07-03T14:46:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/\"},\"wordCount\":1249,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/c3f00472-f8c1-427d-be93-c0994577ec83.jpg\",\"articleSection\":[\"Art &amp; Design\",\"Business &amp; Marketing\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/\",\"url\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/\",\"name\":\"The Importance of Colours in Print Marketing | Solopress UK\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/art-design\\\/colours-in-print-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.solopress.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/c3f00472-f8c1-427d-be93-c0994577ec83.jpg\",\"datePublished\":\"2020-07-03T12:17:28+00:00\",\"dateModified\":\"2020-07-03T14:46:14+00:00\",\"description\":\"What does your brand\u2019s colours say about your company? 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