Friday 18th April 2014
The colour which goes into the make up of a book may seem a completely random choice when you’re standing in the book store, but there is a lot of research and meaning behind the colour choices that will go into a books cover. It is the same for most forms of advertising, behind each colour of the spectrum there is an emotion held by the individual looking upon it, the clever advertisers know this and use it to their advantage too.
Most of us like to think we’re not swayed by any form of advertising trickery, but in truth we all are, if you went into a supermarket to buy toothpaste and one of the brands had decided to package their product in a brown box, the likely-hood is you would be swayed to buy another brand that seemed cleaner, fresher and brighter, the colour brown (in this case) does not meet that criteria.
But colour psychology covers such a broad spectrum, each of us will have a slightly differing view upon certain colours due to our own upbringing, culture, experiences and environment. So in a subtle manner colours will affect people in slightly different ways, in a broader way though, colour will have an effect upon peoples purchasing choices and snap decisions.
The power of colour
Any of the biggest brands will base the colour of their advertising upon the emotions they wish to attach to their product, for example; Ducati motorcycles tend to be produced in bright red, this colour represents excitement, passion, boldness, energy and power, all great emotions to associate with a motorcycle. However, if you were to completely rebrand them in beige then the emotion attached to the product would shift and not in a good way either.
Each colour will have its own specific uses and emotions, the colour beige may not be the best choice for a motorcycle but yet in advertising foundation products or bed linens the colour has a more useful role. What works for one design may not for another, and this is where we get into those boarder meanings behind each colour.
So here we’ve listed the boarder meanings and emotions associated to some colours:
Red: Excitement, energy, passion, love, power, strength, war, anger, danger, desire.
Pink: Love, romance, calm, acceptance, female, caring.
Beige/Ivory: unification, quiet, calm, simplicity.
Yellow: optimism, happiness, idealism, imagination, cowardice, jealousy, illness, hazards, friendship.
Blue: Peace, tranquillity, cold, calm, stability, trust, order, loyalty, security.
Purple: Royalty, nobility, spirituality, transformation, wisdom.
Orange: Energy, balance, enthusiasm, warmth, flamboyant.
Green: Nature, environment, good luck, youth, renewal, generosity, envy, fertility.
Brown: Earth, stability, outdoors, comfort, reliability, endurance.
Grey: Security, intelligence, modesty, maturity, practical, old age, conservative.
White: Reverence, purity, birth, simplicity, peace, precision, innocence, coldness.
Black: Power, sophistication, fear, elegance, wealth, mystery, depth, style.
So the next time you’re looking at the rows of books upon the shelf in front of you, or even just pushing the cart through the supermarket, just remember all of those products have had their colour choices made after lots of debate, each one has been designed to evoke a certain emotion within all of us.
See a selection our designs and book covers in our gallery