Which text is better remembered. What colors attract customers What colors of tex are better to remember

08.09.2020

Hmmmmm... here I quoted a post on how to remove creep radio from my blog. I read it carefully - what a long procedure, between us speaking!
But now is not about that. About frames, background and font color and about your eyes and psyche. Because what is written in red on black is, in my opinion, a disaster for your eyesight and mood.))))))))))))))))))))))))))))))))) )))))))))))))
So.

Table for clarity:

White - openness and neutrality
This is the background of black or blue font in a notebook, as well as the color of the font on the black background of the blackboard in the classroom, laid down for us since childhood. The white font in contrast goes well with red, green, blue and black backgrounds, and the white background with the same font colors. The effect of white font on the user with different background colors:
red background - drawing attention to information;
black background - increased attention to information of a secondary plan and conclusion;
green background - soft informing about problems;
blue background - convincing formation of the essence of information.

Blue - tenderness and softness
It is the color of harmony, friendship, affection and kindred spirits. The cyan font has poor contrast against the backgrounds shown, but the cyan background works well with the black, red, yellow, and white font colors. The blue background is used to lull the visitor into caution, and also encourages him to make innovative decisions.

Yellow - sociability, sociability and openness
This is the color of balance and inner harmony, it is well remembered and perceived by cheerful active people. Color activates the development, and the activity of thought, it is not for nothing that one of the directions for presenting information was called the “yellow press”, since it gives a long discussion of its information. The yellow color of the font in contrast goes well with black, blue, green and red backgrounds, and the background with black, blue, green and red font colors. The effect of yellow font on the user with different background colors:
black background - tertiary information and conclusion;
green background - soft information about small possible problems;
blue background - convincing formation of a detailed essence of business information.

Green - the removal of nervous tension and the severity of the experience
This is the color of calm, reducing pain and fatigue, the formation of balance. The associations caused by color are freshness and naturalness. The green font in contrast goes well with yellow and white backgrounds, and the background with yellow and white fonts. The effect of green font on the user with different background colors:
white background - drawing attention to pleasant information;
yellow background - display of unpleasant information;
blue background - remembering the essence of business information.

Brown - stability, realistic mood
This is the color of self-sufficient people. The brown font goes well with blue, yellow and white, and the background with yellow and white font colors. The effect of brown font on the user with different background colors:
white background - enhances the attributes of information;
yellow background - strengthens guaranteed result in the mind of the user;
blue background - strengthens the cohesion of users in the team.

Red - tension, attention, action
This is an eye-catching color. Red font goes well with black, blue, yellow and white background colors, and red background with black, white and yellow font colors. The effect of red font on the user with different background colors:
white background - highlighting important information;
black background - boredom;
yellow background - user association;
blue background - the desire of new users to unite.

For some reason, nothing is written about the black color. I found something here:

Black- First of all, of course, black is associated with something sinister, secret, terrible. (Black magic, a black cat are symbols of evil witchcraft, diabolical forces, a black hand is a character of children's fears, a black box is a complex, closed system).

Emotions and associations: power, sophistication, nervousness.

The strongest of the neutral colors, black, appears on almost every website. It can evoke different associations depending on the colors that accompany it, or dominate them if used excessively.

The strength and neutrality of black make it great choice for large blocks of text, but as a base color it can create a feeling of nervousness or even be associated with evil.

For most sites, black is used to create a sense of sophistication. The combination of black and white in a minimalist design gives the impression of elegance and style.

Yes, like this.

As for the frames and fluttering sparkles - a terrible aoyapovost and bad taste. When I see this on a blog, I just move on to another one. I will only read it as a last resort if I really need info.

Good luck picking colors for the background and font!

Contrary to popular belief, the size of the letters in the text does not play a role in the perception of information, but the design of the text affects the amount of its memorization.

It has been experimentally proved that information printed in an unfamiliar and hard-to-read font is remembered by a person in a larger volume. According to psychologists, people often overestimate their ability to learn. Many people know cases when knowledge, firmly seated in memory, fly out of the head just at the moment when they are especially needed.

The search for a clue to this phenomenon began recently, and, according to experts, is nearing completion. University of California psychologist Robert A. Bjork believes that these studies will help people find out how strong their knowledge is and not be disappointed in their abilities.

Erroneous judgments about the strength of the acquired knowledge are formed based on human inclinations and preferences. Many people are sure that the information received will stick in their memory for a long time, despite cases proving the opposite. As repeatedly confirmed by researchers, this conviction is formed at the subconscious level and is fixed in the human mind automatically.

McAlester College, New York, conducted a study in 1996 in which first-year students had to memorize the answers to final tests. The final test results of these students were at a worse level than those who were not shown the answers.

According to Dr. Björk, it was the availability of ready-made solutions that influenced the level of perception of information by the test-takers. In the absence of a ready-made answer, the student would have to take into account every detail when looking for solutions to the question, which means that the information would fit better in his memory.

For this reason, researchers have a negative attitude towards the use by students of ready-made answers to previous exams in preparation for the final test. Such "help" does not contribute to a solid assimilation of information, disorienting the student.

The results of modern experiments, published in the popular scientific journal "Psychological Science", revealed a strong influence of text fonts on the level of perception of knowledge and memorization of information. During the study, participants were asked to examine a list of different words printed in a variety of fonts. The letter size of each word also varied. The task of the test participants was to study the list and try to predict which word from it will be remembered for a long time. The subjects were firmly convinced that words in large letters would be remembered better and for a long time. But their attention was practically not paid to the fonts.

Daniel M. Oppenheimer, summing up the results of the experiment, emphasized that it is words written in an unusual font that are more firmly retained in memory, because they attract attention and make you concentrate on the material being studied. Despite the fact that a person tends to think about the content of the text without using complex fonts, however, when reading a text with an unfamiliar design, he has to pay more attention to its content.

Robert A. Björk, commenting on the test results, hopes that the use of unfamiliar fonts in the text will help students to be more thoughtful when preparing for exams, and will ensure high grades when passing them.

How to choose the right colors for your presentation

Choosing the right colors for your PowerPoint can quickly become a surprisingly difficult task. This is immediately noticeable when color combinations in do not look good, but it is more difficult to determine what exactly is done wrong. If you don't know where to start, here are a few things to keep in mind the next time you start creating . Let's talk about colors to avoid, contrast levels and color combinations.

What Not to Do

Transitional color - Headache
Transitional, or they are also called vibrating, are combinations of colors that give the illusion that they are vibrating on the screen. Not only do they look bad, but they can actually cause headaches and have been known to even make some people nauseous. If you need to use bright colours, always use them with a neutral background.

Low color contrast
A low contrast between background and text may well be appropriate if you are designing for high-quality printing or if you will be displaying on a monitor. If you will be displaying on the screen using a projector, remember that the projector is limited in colors. Therefore, colors with little difference or low contrast may become invisible. Examples of low contrast are when you have a blue background and red font - it will ripple. Or a yellow background and pink font... I recommend always using high contrast colors when creating images that will be viewed on a projector.

black and white
Print design can look professional and elegant in black and white, but in black and white, black and white usually look dull and undesigned. If it is necessary to do in black and white colors, I recommend adding a slight gradient to create some depth/variety.

The emotional power of color

Also, when choosing a primary color (background or text), it is necessary to take into account the emotions that colors evoke. So, for example, if you are presenting an intimate services salon, you can safely do it in red colors, but for a family vacation club, red in in large numbers would be completely inappropriate. Why? See color description below.

Red - it is a very active color that is associated with healthy ambition, movement, determination. Red expresses impulse, perseverance, passion, danger, love.
Orange - this is the color with which career is most often associated. Orange color causes a certain enthusiasm, disposition towards oneself. This color is associated with courage, enthusiasm, leadership qualities.
Yellow associated with wisdom, mental activity, intellect, respect and wealth.
Green associated with life, birth and nature, as it symbolizes growth, development, prosperity and well-being. Green is able to relax us, improve vision and restrain emotions.
Blue more often everything is associated with honesty, frankness, devotion. Blue is a peaceful, serene and soothing color. However, if we are talking about dark blue (closer to black), then this color can evoke sadness and depression.
White color energizes us, harmonizes, expands possibilities. White color is associated with truth, frankness, innocence, "divinity".
Black color associated with death, rebirth and transition. In fashion, this color means power and strength, as well as submission to beauty.
Brown often seen as a neutral color, neither warm nor cold. This color symbolizes stability, reliability, support, reality.
Violet - this color is associated with luxury, elegance, royalty, on the other hand, it sometimes creates a feeling of artificiality. This color symbolizes intuition, spiritual and physical connection, inspiration.

Any advertisement has a psychological impact on a person. But only high-quality affects the consciousness and subconsciousness of the consumer purposefully. In that main secret its effectiveness. Unlike other types of outdoor food advertising, it is characterized by a large coverage of the perceiving audience. Signboards, posters, posters, billboards (billboards, firewalls, skyboards), light installations with bright images of food products and concise text are used as advertising sources. They are located almost everywhere, attracting our attention. Their main goal is a constant reminder of the product.

In outdoor advertising of food products, the psychological impact on the consumer is not only a color picture of a juicy fruit with dew drops or a jet of a drink pouring from a colorful package. The font of the text also plays an important role.

* color,

* unusual,

* large,

* easy to read,

* contrasting with the background of the shield in accordance with Figure 1.

Figure 1. Background and font contrast.

AT different types advertisements, especially direct mail, political or PR promotions often use cursive type. His psychological function- reducing the distance between the advertiser and the consumer by creating a trusting relationship with the help of the font. However, this font is unacceptable for outdoor advertising. It is harder to read and much slower to read than common Russian font types like Times or Arial. For the perception of text at a distance, bold types of fonts are most effective. If the advertising material is perceived from a distance of 20 meters, then the height of the letters must be more than 3 cm. If the distance to the billboard is 50 meters, then the letters must be at least 5 cm.

The following color combinations can be attributed to the “joyful”, and therefore memorable consumer:

* white on green,

* green on yellow,

*yellow on green,

* yellow on white.

"Sad" color combinations:

* blue on black,

* purple on black,

* black on blue.

Neutral color combinations:

* blue on blue,

* blue on white,

* purple on blue.

"Aggressive" color combinations:

* red on black,

* brown on blue,

* purple on black,

* blue on black,

* blue on brown,

* green on purple.

From a variety of materials for outdoor advertising of products, the consumer selects billboards with a contrasting combination of letters and background, and, therefore, remembers them better. Dark letters on a light background are perceived better than light type on a dark background in accordance with Figure 2. The usual combination of white and black is also unsuccessful.

Figure 2. Background and font contrast.

The five most perceived by the consumer contrasting color combinations of letters and backgrounds:

* black letters on a yellow background,

* green on white,

* red on white,

* blue on white,

* white on blue.

However, if used ineptly, the "halo effect" can do a disservice. For example, an image of a public person or an erotic-looking woman draws the attention of the consumer to itself, distracting him from the advertised products, say, dark chocolate or rich pastries.

Writing successful texts is one of the most important factors of PR events: a well-written speech will gather more listeners, a text built according to the rules of journalism is more likely to be published.

In order for the text of the advertisement to attract the buyer, it is necessary to follow some rules. The advertising idea must be conveyed by the most optimal way and without further ado. This does not mean that the advertising text should be utterly short. The text advertising message should reflect the essence of the advertised product, its quality, unique and distinctive characteristics in accordance with Figure 3.

All additional information that is not directly related to the advertised product reduces the effectiveness of advertising, creates some barriers to the correct perception of information. The literacy of an advertising message is the most important element of a successful text.

Ad text with grammatical and spelling errors looks at least funny. According to one such advertising text, a potential buyer will judge the entire company, which will certainly lead to a decrease in the company's credibility, trust in it, and hence a decrease in sales. You should also select words in accordance with their meaning, avoid ambiguous words and phrases. In this case, you risk being misunderstood or, even worse, misunderstood.

The position of the text also plays an important role. Buyers are accustomed to the arrangement of consecutive words from left to right, lines - from top to bottom. A different arrangement of the text takes place only when it is done without prejudice to the meaning of the advertising message and correct perception.

It is better to choose the color of the advertising text that contrasts with the background of the advertisement. Naturally, you cannot write in black letters on a black background; in this situation, you need a light background (white, pink, etc.). It is better to choose colors that are compatible with each other (for example, yellow combined with blue, green with orange, etc.), since the combination of colors has a beneficial effect on the human psyche, creating a pleasant image.

If an advertising series is being thought about, then the meaning of the text of one advertising message (moreover, completed) should serve as the beginning of another, which, in turn, is a continuation of the first. External similarity and compositional unity will provide the effect of accumulation of individual advertising influences in the consumer. The importance of color in advertising cannot be overestimated. Color is the most effective and cheapest way to attract attention. Its impact is immediate. It can attract or repel. Even before a person reads the text, the color will already deposit information at the subconscious level. What is the secret of such a powerful influence of color. One of the features of the perception of the surrounding reality in most people is precisely the visual system of perception. With our eyes, we literally absorb what surrounds us. Color is just a property of the objects of the surrounding reality. When developing a booklet, poster or other promotional product, it is important to think over the design: the location of the text, the selection and location of the picture, and of course the background in the color scheme against which the advertisement will be perceived in the best way. The main thing in creativity is an idea that will captivate everyone around. And one of the leading roles is played by color. The color itself in advertising can become the main hyperidea.

The theory of color is currently disclosed in various scientific and practical areas: fine arts, theory of creativity, psychology of color, color science, coloring. Let's consider four main ideas about color in advertising: classic, high-tech, mainstream and provocative.

· In the classics, everything is definite: strict tone, cultural traditions, binding to the type of promotional products.

Hi-tech - style high technology, has huge potential for growth and influence. All around we see a real emancipation of this style, and often the use of its attributes is out of place.

· Mainstream is a fashion trend. This direction, like fashion itself, is very changeable. It is impossible not to take into account the domination of mass culture and the desire of most sellers to get into the buying mainstream.

In this section, it is also worth paying attention to young people. It is they who are ready to easily accept the new, abandoning traditional schemes. At the same time, they tend to copy the behavior of their peers.

· Provocation is a challenge to classics, high-tech and even mainstream. This is a departure from the norms and rules. It can be something that provokes criticism of the supporters of the classics, high-tech or mainstream. (for example, Malevich's "Black Square" drenched in green paint)

Considering high-tech or mainstream, you can determine the main color combinations:

On a white background, neutral tones of golden yellow, cream, bluish-gray.

Bright lines/spots of red, orange, crimson, hot pink over large fields of metallic gray or other dull colors.

The same combinations, but on a darker background. Instead of a red-orange-raspberry combination, juicy green can appear.

The combination of orange and gray has become one of the main ones in high-tech. An interesting property of this combination, with a minimum contrast in tone, is that it has an extreme contrast in saturation. And it is rather problematic to choose a third color for this combination: orange excludes all bright colors, and gray excludes all pale ones. In addition to gray, white and black are often used as the main colors. In the first case, neutral tones of golden yellow, cream, bluish-gray are added. In the second - pink, blue, beige, green colors.

In general, these styles open the widest field for creative search for the best option when developing a design. In outdoor advertising of food products, the psychological impact on the consumer is not only a color picture of a juicy fruit with dew drops or a jet of a drink pouring from a colorful package. An important role is played by the font of the text.

Any advertisement has a psychological impact on a person. But only high-quality affects the consciousness and subconsciousness of the consumer purposefully. This is the main secret of its effectiveness. Unlike other types of outdoor food advertising, it is characterized by a large coverage of the perceiving audience. Signboards, posters, posters, billboards (billboards, firewalls, skyboards), light installations with bright images of food products and concise text are used as advertising sources. They are located almost everywhere, attracting our attention. Their main goal is a constant reminder of the product in accordance with Figure 4.

In various types of advertising, especially in direct mail, political or PR campaigns, handwriting is often used. Its psychological function is to reduce the distance between the advertiser and the consumer by creating a trusting relationship with the help of the font. However, this font is unacceptable for outdoor advertising. It is harder to read and much slower to read than common Russian font types like Times or Arial. For the perception of text at a distance, bold types of fonts are most effective. If the advertising material is perceived from a distance of 20 meters, then the height of the letters must be more than 3 cm. If the distance to the billboard is 50 meters, then the letters must be at least 5 cm.

An important psychological impact on the consumer is also provided by the color scheme of the billboard: the combination of the colors of the letters and the background. His emotional perception can be classified according to the signs "sad - joyful", "aggressive - non-aggressive".

It is important for product advertising designers to consider which color schemes the consumer considers "aggressive - non-aggressive". For example, a green apple on the same background can evoke positive emotions and be perceived as delicious. On the other - sour and cause negative emotions.

Color combinations with a light background are recognized as non-aggressive, blue on white is especially popular.

From a variety of materials for outdoor advertising of products, the consumer selects billboards with a contrasting combination of letters and background, and, therefore, remembers them better. Dark letters on a light background are perceived better than light letters on a dark background. The usual combination of white and black is also unsuccessful.

The consumer's perception of the color combinations of the shield changes with the weakening of natural external lighting. This significantly distorts the image of perception. In particular, at dusk on a billboard without artificial illumination, the red half of the spectrum appears darker than the blue-violet. Green color becomes lighter yellow. And blue is lighter than red, while during the day red is 10 times lighter than blue.

To increase the effectiveness of food promotion in outdoor advertising, the “halo effect” is often used. These are special techniques, as well as images familiar or unusual for the consumer, which draw attention to the advertised product. These are rotating or moving platforms on which billboards are installed; photographs of sexual subjects; images of an unusual type of people or food; humorous images, fairy-tale characters, etc. However, if used ineptly, the "halo effect" can do a disservice. For example, an image of a public person or an erotic-looking woman draws the attention of the consumer to itself, distracting him from the advertised products, say, dark chocolate or rich pastries.

The "identification effect" is often used. This is the emotional connection between the depicted image and the consumer that occurs during the perception of the billboard. For example, the expression of pleasure on the face of a girl eating ice cream is extremely impressive. A potential buyer unwittingly identifies with her, believing that they will get the same pleasure from the product.

In order for the shield to catch the eye of the consumer and keep his attention, the following methods are effective:

important information should be placed at the top of the shield, preferably in the upper right corner, since it is here that the consumer’s gaze lingers longer in accordance with Figure 5.

The price of the product must be indicated on the billboard.

The brilliant Russian writer, Nobel laureate Ivan Bunin proposed a color range for all letters of the Russian alphabet. The famous Lithuanian artist Čiurlionis has created a world-famous color and music collection of works.

Much has been written about the color hearing of A. Scriabin, who saw musical sounds in color. A whole trend in art - color music - is based on this property of the sounds of music.

There is evidence that speech sounds, especially vowels, can also be perceived in color. A. Rimbaud even wrote the sonnet "Vowels", in which he colored the sounds like this: A black; white - E; I - red; U - green; Oh - blue: I will tell their secret in my turn ...

But the French linguist K. Nirop attributed completely different colors to vowels: he considered I - blue, U - bright yellow, A - red. The German linguist A, Schlegel wrote that for him I is sky blue, A is red, O is purple. But the Russian poet A. Bely claimed that A seems to him white, E - yellow-green, I - blue, U - black, O bright orange. If we continue to name individual judgments about the color of vowels, then each sound will be painted in all the colors of the rainbow.

So, in this case, are there any definite sound-color correspondences at all? Isn't it fantasy. Or, perhaps, randomly occurring unstable associations between sound and color. And it is possible that sound connections are the result of extremely finely arranged mechanisms of perception of individuals.

Different answers were given to these questions, but most often they agreed that the connection "speech sound - color" is a rare purely individual phenomenon. Modern science recognizes a phenomenon as existing only when it is either directly observed, or reproducibly manifests itself in experiments, or is strictly calculated. Moreover, in any case, the last word remains with practice: it is necessary that the phenomenon function observably or that traces of its action be detected.

But when it comes to the human psyche, everything looks different. In this area, science, as in the zone of a "picnic on the side of the road", is still rare and difficult to penetrate, and having penetrated, it stumbles upon incomprehensible "full dummies" that it cannot open with its tools. Psychic phenomena are most often not directly observed, sometimes they appear in experiments, sometimes they don’t, they are difficult to calculate, and the traces of their functioning are indefinite, unsteady, and irregular. Especially in the area of the subconscious. Let's say intuition. Everyone can recall cases when, as it seems to us, the right decision or deed was prompted to us by intuition. Moreover, as it turned out in the process of working on artificial intelligence, a person in difficult situations makes a decision not by enumeration of all options, but heuristically, subconsciously, intuitively finds right way. But on the other hand, intuition often fails. How to understand when intuition whispers the right decision to us, and when it trickily pushes us into a dead end.

So it is with sound-color correspondences. If they exist, then who is right - A. Rimbaud or A. Bely. Whose intuition is more correct.

The idea of the experiments is simple: the reactions of many subjects to a certain stimulus are recorded, and then the statistical processing of the received material follows in order to identify the main trends in the reactions. The recording technique is varied: the subjects are either presented with speech sounds - you need to choose colors for them, or you are presented with various color cards - you need to write sounds on them, or you are given the task to line up the sounds by color, say, from "redest" to "least red", "most blue" to "least blue", etc.

Many such experiments with thousands of informants have shown that the vast majority of subjects color at least the vowels quite definitely. Opinions are especially unanimous regarding the three vowels - A, E, I. The sound and the letter (sound letter) A are quite consistently called red, E is clearly green, and I is definitely blue. Everyone considers the sound letter O to be light and bright, but although most of the subjects call it yellow, the answers are still quite common: “white”. It turns out that it is sunny.

Interestingly, linguists consider the vowels A, O, E, and I to be the main, supporting for the human speech apparatus and the main ones in all languages. And physicists consider the colors corresponding to these vowels to be the main ones, because their combinations give all other colors and shades. This is what color photography and color television use. Is it not surprising that in the language, the correspondences to the main colors turned out to be the most clear.

Apparently, the "collective intuition" of people is manifested here: the color arrangement of the world is reflected in the color arrangement of the language. The names of the main colors are most often found in speech, and the sounds O, A, E, I are the most frequent of the vowels. And between the names of the primary colors and these vowels, in turn, there is a connection: the name of a certain color contains a correspondingly “colored” sound, and it occupies the most important position in the word - the shock position: red, blue.

The remaining vowels have a tint coloration, as well as the colors with which they are associated, moreover, this connection can be traced less clearly - there is more variation in the opinions of the subjects. So, U - is associated with dark shades of blue: dark blue, dark blue, dark blue-green, dark purple. The sound letter Yu is also associated with shades of blue, but with light ones: blue, light lilac.

The sound letter Y behaves interestingly. In spelling, it is similar to E, and in sound to O. And in terms of color, it is quite definitely located between the yellow O and the green Hedgehog, about half of the subjects call it yellow, and half green. So Yo is a light yellow-green.

But I almost does not differ in color from A, except that it is perceived as lighter and brighter.

As for Y, here we should not talk about color, but rather about the light characteristic. If O is the sound letter of light, then Y is the sound letter of darkness, darkness. It is the darkest of all vowels, and the subjects unanimously give it the darkest characteristics - dark brown, black.

It is curious that the perception, strictly speaking, of the consonant sound Y was clearly influenced by the graphic form of the letter Y, which conveys this sound. The similarity of Y with Y led to similar color assessments - Y is perceived as a blue sound letter, although with less certainty than Y.

The letter E had to be excluded from the analysis. Although it transmits almost the same sound, which in most cases is transmitted by the letter E, the green sound letter E does not turn out according to the answers of the subjects: the letter form is different. And in general, no specific color is associated with E. And since E is extremely rare in texts (much less often than all other vowels), it was decided not to take it into account in further analysis of the texts.

Of course, not all sound-color correspondences are equally firmly fixed in the subconscious. There are subjects who in all experiments show clear and uniform results that coincide with the "collective opinion" of all respondents, and there are also those whose answers in different experiments are contradictory, unstable, and no definite coloring of sounds can be traced from their answers. Well, well, because color blind people do not see the color of objects, but this does not mean that the coloring of objects does not exist. It is important that most of the subjects as a whole consistently and fairly uniformly establish quite definite connections between sound and color, although almost no one is aware of this.

If there are correspondences of speech sounds to certain colors, even in the subconscious, then they must manifest themselves somewhere, the sound color must somehow function in speech. And perhaps, first of all, you need to look for manifestations of sound-color halos where sound side especially important. The sound color effect can play its role in the case when a certain color picture is created, and the vowel pattern should support, “highlight” this picture with the sounds of the corresponding color.

If this is so, then it is natural to expect that when describing, for example, red objects and phenomena, the role of red A and Z will be emphasized in the text; they will occur more often than usual, especially in the most important, most visible positions (say, percussion). The description of something blue will be accompanied by the injection of blue I, U, Yu; green - by injecting E, E, etc.

Have you ever thought about the fact that each color means something and causes certain reactions in people. You may not even notice it, but when you see yellow, red, blue, or any other color, various zones in the brain are activated that make you react in a certain way to what you see.

Very often, the "correct" colors are used in advertising to achieve the desired effect. If you want to draw the attention of a potential buyer, then use a bright red color, if you want to relax, then blue or green. There is even a whole science - the psychology of color, which determines the influence of certain colors and their shades on a person's perception of reality.

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In this article, we will talk about how to use colors in advertising, and how to make it, advertising, as effective as possible using wordplay, sounds and all kinds of color schemes.

The right color in advertising can increase your sales at times

Red in advertising encourages buyers to take decisive action. We are sure you have noticed that red colors are used during the season of discounts and sales, as well as in order to convey to the buyer some urgent and very important information. According to psychologists, the color red causes a strong desire to perform some kind of action. This color attracts attention better than anyone else, fixes it on the desired object.

The psychology of color claims that the semantics of red, as it were, says: “Do not pass by, pay attention. Act for the sake of acting: thoughtlessly, quickly, decisively, boldly.

Red also has a certain sexual vibe and is often used in advertisements with an erotic nature. It is also worth using the color red in those ads whose target audience is men. For them, it has always been iconic. Apparently, the male brain especially clearly perceives and concentrates on this spectrum of colors.

But do not overestimate the possibilities of red: it will be effective if used in moderation. Highlight a small inscription, or part of the ad, and this will be enough to attract attention. At the same time, if there is a lot of red, then this can cause some kind of disgust, irritation, or even aggression.

Orange color in advertising helps the buyer to get a surge of vitality, adjusts to optimism and joy. Our ancestors believed that orange gives health and develops creativity. Experts note that this color is best used in advertising of medicines, goods for children, as well as various services related to the healthcare sector.

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The psychology of color notes that orange gives vivacity and activity, but at the same time leaves a person in a calm state. This is his characteristic distinguishing feature from the red color, which also gives strength, but at the same time excites and excites.

yellow in advertising sets up communication and communication skills. Psychologists note that yellow is very sociable and open, therefore, it is best used in advertising products of a similar type. It also betrays calmness and balance to violent emotions, calms excitement, makes a person feel calm and comfortable. Yellow is associated with warmth and joy, conveying the same emotions to those who look at it. Amazing Fact: this color is able to "endow" many objects with intelligence. Therefore, advertising of modern gadgets is carried out in yellow colors, or all kinds of its shades.

This color goes well with red, creating an interesting fusion that attracts the eye of a person for a long time. good example is the Shell logo, and all their promotional items are made in these colors.

But do not forget that yellow is also used in a completely different interpretation. This is the color of risky and dangerous situations. It is on the cars of gas services and rescuers, on radiation signs and all kinds of warnings about threats. Tractors, bulldozers, heavy work equipment are also marked in yellow. If your ad is related to something like that, then feel free to take this color as a basis.

Green in advertising relaxes and softens, relieves sharpness and soothes a person. Green is associated with nature. He is very good at advertising various natural foods, medicines, skin care products. Often green is used in advertising for hospitals, pharmacies, clinics, health centers, etc.

What else do we have green besides nature? That's right, dollars. Therefore, this color can be used in advertising of various financial institutions, affiliate programs, ways of selling and earning. In addition to being non-intrusive and relaxing, green also provokes a desire to try something new, to experience something that you did not know before. It is not for nothing that dark green colors are used by banking companies - Privat Bank (Ukraine), Sberbank (Russia), Rosselkhozbank (Russia), etc.

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Pairs well with blue and white. It is the palette of these colors that is used in advertisements of various products of natural origin.

pink in advertising associated with romance and relationships. It is the advertising of products in this direction that should be accompanied by pink flowers and its shades. Color psychology notes that pink enhances feelings, making us more tender and affectionate. The advertising spectrum where this color can be used is very wide: from beauty salons, advertising of perfumes and cosmetics, to marriage agencies and family centers.

blue in advertising also evokes feelings. Of course, it does not act like pink, and is aimed more at platonic, spiritual relationships. This color is associated with the sky and water, with purity, tranquility, smooth movement and development. A very good and neat color, the correct use of which can bring a lot of benefits.

Blue is also associated with spiritual development. Therefore, it would be appropriate to use it in advertising various centers of spiritual development, yoga courses, some esoteric lectures and meetings.

Blue color- most best option in advertising. First, he is not irritable. This is the color of water, and you can look at it for hours. The most visited sites on the Internet (the same social media), use blue as the base color. It attracts attention like red, but unlike the second, it will never cause irritation and anger. Very loyal color. It's even hard to delineate specific areas where you can use blue colors. They are ideal for advertising products that should be associated with reliability and credibility. Many companies use blue in their logos and corporate colors. The blue color and its shades are best used by airlines, airports, manufacturers of air conditioners and fans, breath fresheners, mineral water, seaports and travel companies.

Blue goes well with white, and this is perhaps a win-win option. If you want to combine blue and some other color in your advertisement, then you need to be very careful not to create a repulsive effect. good option combining blue and red is the US flag. But this, it seems to us, is the exception rather than the rule. Blue is good in itself, and its skillful use will bring many benefits.

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purple in advertising not often used, but it should be given due attention. The psychology of color tells us that purple brings inner harmony and focus. It helps to delve into yourself, abstracting from everything unnecessary and disturbing for you at the moment. Another important detail - purple stimulates those parts of the brain that are responsible for creativity and development. And it is no coincidence that creative people choose purple as the basis. Experienced marketers advise using this color in product advertisements where novelty and creativity need to be emphasized, or when advertising is aimed at creative people. A few purple elements are enough, and your message will be perceived in the right way.

black in advertising it is not very common to meet, and there is a completely logical explanation for this. For all people with a normal psyche, black is associated with something dark, gloomy, sad. It makes you dive into yourself, to experience not quite joyful feelings. Therefore, try not to make your advertising dark, do not overload it with black colors. Of course, there are world-famous brands that use this color in their logos and commercials, but this is most likely the exception to the rule. And if the brand is known all over the world, then it can afford non-standard solutions.

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White is the complete opposite of black. It carries openness, light, purity. But do not forget that this is a completely neutral color. Although he never causes irritation or negative emotions, but it will be very difficult to convey the desired message with the help of white. As a rule, inscriptions, drawings are depicted on a white background, which are aimed at normal familiarization, without further action. Using white color in advertising, you will not be able to focus on something specific, set the right priorities. Although in combination with red, white gives an excellent effect and an incredible result. Many inscriptions about discounts, promotions and sales are made on a white background in red letters, or vice versa.

That, perhaps, is all that we wanted to tell. Now you know more about the psychology of color, and you can correctly use the right shades in your advertising. Always experiment, combine colors, look for the best solutions, and watch people's reactions. Good luck!