Color in communication

Color is the most instantaneous of all non-verbal means of conveying meanings and ideas. Before the aesthetics of color began to be appreciated, human survival depended upon color as an integral part of the identification of warning signals and necessary items, whether animal, vegetable or mineral.

Today much of consumer reaction to color is subliminal, with most being unaware of the persuasive effect of color. In corporate identification, logos, advertising, signage, print, packaging and web communications color wields considerable power. In the .03 seconds that consumers’ eyes rests upon a package, color is an important ingredient in riveting the observers’ attention, appealing to they psyches and informing them of the package contents. Appropriate colors can have an impact on the perceived value of a product.

Colors invariably are influenced by what we feel. Infants perceive color differently than pre-adolescent and young adolescents. Every culture has its own heritage of color symbolism that is unique. We all need to do our homework on the perception of color in the specific cultural group with which we are dealing.

Have you considered how your branding and product colors impact your customer base?