The effective use of color in design has a proven impact on readability, conversion and engagement both online and offline. Sometimes subtle changes in color for headlines and direct response cues can significantly increase a reader’s overall impression of the communication. Color is shown to facilitate attention, recall, positive attitudes, perceived quality, and sales when compared to black and white. The trick is the effective use of color in ways that can positively impact associations to your brand and draw the intended response.
Color is a mood enhancer, it’s so obvious when you look around this site and pay even a hint of attention to way your react to groups of colours. There is a fine work by Shigenobu Kobayashi the founder and director of the Nippon Color and Design Research Institute called Color Image Scale that presents this idea of moods in color use and is a great starting place for discovering the impact or mood your color choices can send when used in association with your brand or simply to create a feeling in an ad or direct mail piece. Understanding how to use this element alone can have a dramatic impact on gaining reader or prospect participation. But, don’t default to red for attention getting, the research also shows that black and white can outperform or equate to color when used to evoke the necessary reaction.
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