Posters are a common part of everyday life—but how many make an impact on you? How many cause you to stop and look, or even better, capture your attention long enough to read the information? The appeal, or otherwise, of a poster can be largely due to its colors. Color can have a great impact on the effectiveness of your advertising.
Quick intro to Color Theory
The way the colors are organized on a color wheel is no accident. You may know the primary colors, and the secondary colors you create when you mix them, but do you know about tertiary colors? You get a tertiary color when you mix even more colors together.
One half of the colors—red, orange, and yellow—are considered ‘warm’ colors. These can often be associated with sunlight or fire. The other half are ‘cool’ colors—green, blue, and purple—and may make you think of gentle things, such as water, or grass under your fingertips.
You can also move away from the initial pure colors and play around with different tints and hues. This allows you to go from a normal yellow to a neon yellow for vibrancy, or to a pastel yellow for a softer effect.
Making sure all of these elements are understood is an important step in designing the perfect poster to advertise your business or products.
Colors and Emotions
You will have heard the sayings “feeling blue,” “green with envy,” and “seeing red.” Colors have the power to evoke deep emotions, often without us realizing.
No color elicits only one emotion. Blue can symbolize tranquility and security but can just as easily mean loneliness or cold. Generally, it is a good idea to use two colors to balance one another and also to add visual interest. When you begin to consider multiple colors, you begin to form your color palette.
Sticking with that chosen color palette is very important for your branding presentation. Choosing all new colors with no specific intention or direction is a common mistake when business owners design their own advertising materials. Choosing a handful of colors that represent your brand and then sticking to them across your various print posters and advertisements is the way to go.
Not all shades of the same color may end up visually appealing when paired together. You can use different apps or websites to help you select your perfect palette, or you can find a common palette and make it your own. When you think of certain companies, you will often have an image in your mind of their colors or color palette. For example, McDonald’s has a striking color palette of red, white, and yellow—colors that capture our attention quickly from afar and are easily identifiable. The logo for their Instagram app is a combination of bold purple, pink, orange, and yellow, and this branding is carried over to other apps, such as Layout, Hyperlapse, and Boomerang.
By creating a consistent palette, you can choose when and where to utilize the colors. Essentially, if your colors are green, blue, and white, you might consider using blue for any header fonts, white for the body font, and green as a border or for background design elements.
Why does this matter?
Despite internet advertising or advertising and promotions on apps, etc., posters and physical print advertising are still a staple in society. A great poster design will make people want to display them, extending the promotion and reach of your business or event.
At Essential Sign, we can help advise you on the best use of colors while bringing your poster dreams to life! Visit us today for high-quality printing for any project, big or small.