Speaking of colors – all colors have different associations, and it’s important to consider what types of emotions you want to evoke in your viewers. Your colors choices have to be on point, because the colors are the first thing that viewers notice in an ad.
Colors can also be subjective, and have different associations in different cultures, so make sure to study you target audience when selecting your colors. Below is a list or colors and the kinds of emotions they typically evoke in viewers for a western audience. Your ads are going to be different combinations of these colors that create the overall mood:
Red: associated with danger, passion, anger, excitement, speed, and love. The most powerful color and attractive to all audiences, also known to stimulate appetite. Use in moderation.
Orange: associated with vitality, happiness. Not as overpowering as red and it energetic, inviting and friendly (it’s a great color for a call to action button.)
Yellow: Associated with humor, sunshine, optimism, energy. Touches of yellow can capture a viewer’s attention and it’s even more energetic than orange and red and should be used judiciously – too much yellow is irritating to a viewer’s eyes because it reflects the most light of any color.
Green: Associated with health, freshness, wealth, the environment, growth, nurturing, and new beginnings. It’s the easiest color on the eyes.
Blue: Associated with safety, trust, clarity, serenity, intellect, formality, elegance, truth, refreshment, coldness, masculinity.
Purple: Associated with luxury, royalty, extravagance, wisdom, magic, ambition, femininity, and creativity. It has a soothing, calming effect on a viewer.
Pink: Associated with love, sweetness, femininity, and babies. The most feminine color.
Black: Associated with exclusivity, evil, mystery, power, prestige, grief, and formality. It’s traditional, and corporate and black text on a white background is the most readable color combination.
White: Associated with purity, cleanliness, modernity, sterility, simplicity, honesty, innocence, virginity, goodness.
Brown: Associated with nature, wood, leather, and humility. Balances out stronger colors, and good for background colors and textures.
Gray: Associated with neutrality and practicality. When used as a background it intensifies other colors.
Finally, when designing your ads, make sure you’re designing in RGB color mode. Your banner ad is only ever going to be displayed on-screen.
Atul kumar
www.facebook.com/universaldesigner
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