A young lad latched onto the color red. His favorite pieces of clothing were dominated by the bold color, which happened to look quite striking alongside his dark eyes and dark hair. So any chance he got, he surrounded himself with shades of red.
The cultured, older woman’s love of pink knew no bounds. Literally. Might you guess the name most people referred to her by? It was, of course, “Pink.” In fact, most folks had forgotten her given name years ago, if they ever knew it.
Throughout a successful career in women’s retail fashions, Elle was known for her striking ensembles that always included black. The dark hues created a distinguished yet elegant look that she carried well.
What had the young lad, “Pink” and Elle each discovered? That color mattered for reasons other than its obvious beauty. Whether on a conscious level or in a more subtle, intangible way, each experienced the power of color in a personal way.
Not everyone would know and acknowledge that color has such a dramatic effect. But marketers get it. They understand that color matters hugely, influencing emotions, thoughts, and feelings. We all understand how color associations work in the seasonal reds-and-greens of Christmas, the oranges-brown-and-golds of fall. That same instinct to associate color with memories can create strong brand recognition for businesses and products. A fact successfully utilized every day in the marketing world.
Marketers believe in the psychology of color. They know that the right colors will evoke sought-after emotions and behaviors. Whether it’s a child feeling comfortable surrounded by red, a successful businesswoman’s confidence bolstered by black, or a company’s branding displayed in the color palette most suited to their mission, color matters. They understand those general feelings and emotional responses are tied to specific colors, such as—
Red – conveys excitement, a sense of urgency, that can be powerful, passionate, fearless, OR dangerous, angry, and aggressive.
Yellow – associated with the sun and things happy, creative, optimistic, and smart—except for that link with crime scene tape.
Blue evokes serenity, loyalty, trustworthiness, security, dependability, and logic.
Green – makes us think of health, wealth, nature, and peacefulness.
Shutterstock’s creative director Flo Lau notes that in 2022, brands and agencies worldwide are adapting to color palettes that soothe, evoke stability, and balance. This is a shift from the more aggressive, “in your face” approach that consumers adopted in 2021, as the world “reckoned with the aftermath” of the pandemic.
Shutterstock’s 2022 Colour Trend report determined that serenity will be the key for ads and campaigns in 2022. In addition, Shutterstock.AI predicts that shades of green will be the most clickable color scheme, noting that downloads on Shutterstock of nature scenes, where green influences the visual palette, have increased year on year with mountain aerial shots rising in popularity by 1,396%.
At ASJ Partners, our team understands how color can catapult a brand to new heights. Our world-class marketing strategies for the recruiting and staffing world combine the best of traditional methods with cutting-edge technologies and emerging techniques. From website design and mobile apps to content writing for every aspect of your business, you can count on ASJ Partners. Drop us a line at weneedhelp@ASJpartners.com.
