- Define the message: Is it serene, sensual, or spiritual?
- Should it suggest sweet tastes or scents, cleanliness or class?
- Select the dominant color that conveys the message.
- Choose supporting colors that reinforce the message.
- Fine tune choices for appropriateness to target market.
- Check competitors’ colors for similarities.
Of all the forms of non-verbal communication, color is the most instantaneous method of conveying messages and meanings.
Red: A chemical message is sent to your medulla and releases the hormone epinephrine. The reaction is physiological and we have no control over the effect. As a result, red is indelibly imprinted on the human mind to connect with excitement and high energy. Meanings: exciting, stimulating, sexy, dynamic, provocative.
Pink: Depending on the intensity, pink provokes many moods. Vivid pinks are seen as energetic and youthful. However, they tend to be perceived as faddish and do not age well. Magentas and fuchsias are perceived as more grown-up. The lighter, less saturated pinks are seen as tender and feminine. Pink is perceived as sweet-tasting and smelling. Foods, salons, cosmetics, perfumes and bath products are good candidates for using soft pink. Meaning: happy, sweet, romantic, youthful.
Orange: Orange is perceived as playful, and childlike. It is an excellent color for the younger or young-at-heart target market. Orange, reds and yellows have shown to exert a measurable effect on the autonomic nervous system, which stimulates appetite. Research shows lighter shades such as peach, coral and melon are pleasing to the sophisticated eye and very appealing to the upscale market. Meanings: friendly, vital, energizing, inviting.
Yellow: In every society, yellow is equated with the splendor of the sun. Yellow emulates sunshine, light and warmth. It is identified with imagination, and enlightenment. In the lightest variations, consumers see yellow as cheerful, mellow and soft. Bright daffodil yellows are equally cheerful, although more energetic. The eye sees highly reflective yellows before it notices any other color. Meanings: warming, sunny, luminous, enlightening.
Brown: Brown is the ultimate earth color associated with hearth and home, substance and stability. Historically, brown is revitalized in cost-conscious periods because of its association with a down to earth durability. This homey, earthy aspect of brown has played well in the food industry. The immediate response to brown breads, rice and grains is that it is wholesome, healthy and organic. Meanings: rustic, sheltering, rich, wholesome, durable.
Blue: Blue is seen as reliable, trustworthy, dependable, committed and confident. Notice how many banks and financial institutions use blue in their logos or advertisements. Deep navy blue is perceived as powerful and serious and therefore used for authoritative uniforms such as police and pilots. Consumers see teal blue as rich, unique and definitely upscale. Blue is one of the least gender-specific colors. Meanings: quiet, constant, dependable, cool, serene.
Green: Because of the association with nature and foliage, most consumers respond to mint green as refreshing. Bright greens are associated with renewal. Emerald greens are elegant, while deep greens are seen as stately. Deep greens are also associated with wealth and prestige and utilized for financial products. Yellow-greens are best used in gardening. The best greens to be used in the food industry are typical vegetable colors. In every area of design and multitude of color combinations, green can be used much the same as a neutral color. Meanings: refreshing, healing, soothing, nature, fresh.
Purple: Purple can mean many things depending on cultural heritage. In its most radiant intensities, it is the color of spirituality. It has a futuristic quality that speaks well for cutting edge technologies. It is also associated with uniqueness and creativity. Deep purples are viewed as regal and majestic so the perceived value of deeper purple products are greater than with many other colors. This is especially true in European markets. Meaning: elegant, mysterious, sensual, spiritual, regal.
Neutrals: Neutral tones are identified with time and antiquity. They are seen as solid, enduring, timeless, and classic. Neutrals are regarded as “safe” and non-offensive. They will not date a product since they are always in style. Meanings: quality, quiet, classic, timeless, natural.
White: White works well for contrast and imbues products with a sense of clarity and cleanliness. This is an excellent color to be used for infant, health and personal hygiene products. Off-whites are a bit more “friendly.” Creamy whites are perceived as delicious—excellent for dining areas and food packaging. Meaning: innocent, pure, bright, lightweight, pristine.
Black: Black is most closely associated with the magical mysteries of the night. Black is seen in every product category as the most sophisticated and highly stylized shade. The consumer sees black as the most powerful, dramatic, elegant and expensive presence. Black gives the message of strength. This is a definite plus wherever power, potency, longevity and weight are implied. This would work well for products where weight implies quality such as appliances. It would not be used on such things as boats and airplanes, as they would be seen as heavy. Black and white is the quintessential and most classic combination of strength and clarity, power and purity. Meaning: Strong, classic, elegant, powerful, mysterious.
