{"id":4815,"date":"2022-07-12T16:43:26","date_gmt":"2022-07-12T21:43:26","guid":{"rendered":"https:\/\/smartpress.com\/blog\/?p=4815"},"modified":"2025-07-28T09:17:08","modified_gmt":"2025-07-28T14:17:08","slug":"color-psychology-how-to-use-it-for-marketing-sales","status":"publish","type":"post","link":"https:\/\/smartpress.com\/blog\/features\/color-psychology-how-to-use-it-for-marketing-sales","title":{"rendered":"Color Psychology: How to Use It for Marketing &#038; Sales"},"content":{"rendered":"<!--the_content--><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-6\"> <p>The right color attracts the right customer. You know the one &#8211; the target customer, the repeat customer, the high-value customer. That\u2019s why color psychology is crucial in print marketing. See how certain tints pair with certain tactics to create the reactions and results you want, plus get insider tips on how to use color effectively from Smartpress\u2019 own creative director.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <\/span><\/p> <h2>Key Takeaways<\/h2> <ul> <li><span style=\"font-weight: 400;\"><span data-sheets-root=\"1\"><a href=\"#set-the-tone\">Colors have powerful psychological effects that influence how people feel and act. <\/a>Strategic use of color in print marketing can guide customer behavior, building trust and spark excitement.<\/span><\/span><\/li> <li><span style=\"font-weight: 400;\"><span data-sheets-root=\"1\"><a href=\"#red\">Individual colors elicit specific emotional responses and are effective when conveying specific messages.<\/a> Green is ideal for eco-friendly brands, blue creates trust in financial or medical industries and purple radiates luxury or innovation.<\/span><\/span><\/li> <li><span style=\"font-weight: 400;\"><span data-sheets-root=\"1\"><a href=\"#q-&amp;-a\">Choosing colors should align with your brand\u2019s message, industry norms and the content you&#8217;re presenting.<\/a> Leverage the negative space to enhance the visual impact of color, creating contrast, balance and more elegant, engaging designs.<\/span><\/span><\/li> <\/ul> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2022\/07\/color_pyschology_spectrum.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=6fb7ce6f8d89f96c761836d8cb17b285\" alt=\"Seven print marketing pieces designed across the color spectrum in red, orange, yellow, green, blue, purple and black.\"   data-recalc-dims=\"1\" \/><\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"set-the-tone\">Color Psychology Sets the Tone<\/h2> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--><\/span><\/p> <p>When you think about it, colors do indeed elicit certain emotions, which lead to certain behaviors. It\u2019s why we wear the clothes we wear, paint rooms to create the right vibe and, as it turns out, engage with certain products and companies.<\/p> <p>&nbsp;<\/p> <p>In short, the importance of visuals in buying habits can\u2019t be overlooked. So why would you overlook color in your print marketing? You wouldn\u2019t, which is why you\u2019re here. And why online printing with Smartpress takes your color strategy all the way over the rainbow to that pot of gold, aka your sales.<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>So where to begin with color marketing? The first step is deciding on what kind of response you\u2019re trying to elicit.<\/p> <ul> <li>If you want an awareness campaign to appeal to people\u2019s emotions, you might choose a cool palette.<\/li> <li>If you want a product campaign to result in sales, a warm palette creates an energetic spark.<\/li> <\/ul> <p>&nbsp;<\/p> <p>Experiment with both and see which one makes the most sense. And if you\u2019re still not sure, don\u2019t worry. We\u2019re about to break it down color by color with design tips from our very own creative director, Ferenc Andahazy.<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p><em><strong>Hint:<\/strong><\/em> As a premium online printer, our print quality is second-to-none. Find all you need to know about color and ink <a href=\"https:\/\/smartpress.com\/support\/color-ink\">here<\/a>.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <\/span><\/p> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/07\/Red_IMG_0119_1080x1080.jpg\" alt=\"Two hands holding a custom drink menu with a red and black design and a spiral binding.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Spiral Coil Booklet: 14 mil Synthetic &#8211; White throughout, 5 x 11&#8243;<\/p><\/figcaption><\/figure><\/div>  <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/07\/Social-monday-12-20-21-Die-Cut-Magnet-NEW.gif\" alt=\"Orange color marketing\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">Die-Cut Magnet: .020 mil &#8211; White, 18 x 17&#8243;<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--><\/span><\/p> <h2 id=\"red\">Stir Things Up With Red<\/h2> <p>Red stimulates our nervous system, which is why you have to be strategic about using it. A little can highlight a CTA (call to action) but a lot can feel like visual screaming.<\/p> <p><em>General associations:<\/em><\/p> <ul> <li>Intensity, strength, love, danger, action<\/li> <\/ul> <p><em>Great for:<\/em><\/p> <ul> <li>Gym <a href=\"https:\/\/smartpress.com\/offering\/sell-sheet-printing\">flyers<\/a>, <a href=\"https:\/\/smartpress.com\/shop\/menu-printing\">restaurant menus<\/a>, <a href=\"https:\/\/smartpress.com\/shop\/direct-mail-printing\">direct mail<\/a> CTAs<\/li> <\/ul> <p><em>Andahazy\u2019s advice:<\/em><br \/> \u201cRed has to be the most powerful color, so proceed to use it with caution. But that\u2019s also what makes it so appealing. It can be interpreted as anything from medical to passion, danger and more.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <h2>Get a Burst of Energy With Orange<\/h2> <p>Orange is an energetic color that embodies the intensity of red but with a friendliness that\u2019s accessible. An effective accent color, orange grabs attention every time.<\/p> <p><em>General associations:<\/em><\/p> <ul> <li>Energy, boldness, upbeat, enthusiasm, courage<\/li> <\/ul> <p><em>Great for:<\/em><\/p> <ul> <li><a href=\"https:\/\/smartpress.com\/shop\/business-card-printing\">Business card<\/a> accents, nonprofit outreach <a href=\"https:\/\/smartpress.com\/offering\/brochure-printing\">brochures<\/a>, travel company <a href=\"https:\/\/smartpress.com\/offering\/postcard-printing\">postcards<\/a><\/li> <\/ul> <p><em>Andahazy\u2019s advice:<\/em><br \/> \u201cOrange is really versatile and can be combined with many other colors and neutrals. Orange and gray combos always work nicely. And blue color schemes can use orange as an accent color. I always think of orange and blue as the best complementary color scheme.\u201d<\/p> <p>&nbsp;<\/p> <p><em><strong>Hint:<\/strong><\/em> On the orange shade spectrum, Pantone Color of the Year 2024 Peach Fuzz knows how to make an impact on print. See how to design with it: <a href=\"\/blog\/features\/peach-fuzz-designing-with-pantone-color-of-the-year-2024\" target=\"_blank\" rel=\"noopener\">Peach Fuzz: Designing with Pantone Color of the Year 2024<\/a>.<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/07\/SOCIAL_Tri-fold-Mailer-Campaign_Tri-Fold-Pocket-Mailer-ANIMATE.gif\" alt=\"How to print with yellow\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">TRI-FOLD POCKET MAILER: 100# COATED MATTE WHITE COVER, 21.5 X 10.5\u2033<\/p><\/figcaption><\/figure><\/div>  <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/07\/green-270184421_351044366354539_2085546825218491103_n.jpeg\" alt=\"A nonprofit annual report booklet for Seed Effect with a group of smiling people on the cover.\"   \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignright\"><p class=\"wp-caption-text\">Saddle Stitch Booklet: 100# UNCOATED SMOOTH WHITE COVER WITH 70# UNCOATED SMOOTH WHITE TEXT INTERIOR PAGES, 11 X 8.5\u2033<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--><\/span><\/p> <h2>Soften Your Sell With Yellow<\/h2> <p>With its optimism, yellow has a way of making people more receptive to what\u2019s being communicated to them.<\/p> <p><em>General associations:<\/em><\/p> <ul> <li>Cheerfulness, accessibility, friendliness, optimism, affordability<\/li> <\/ul> <p><em>Great for:<\/em><\/p> <ul> <li>A <a href=\"https:\/\/smartpress.com\/offering\/saddle-stitch-booklet-printing\">catalog<\/a> offering budget-friendly products, <a href=\"https:\/\/smartpress.com\/shop\/labels-stickers\">labels<\/a> on jars of homemade goodies, annual reports with positive earnings, <a href=\"\/blog\/features\/print-marketing-trends-6-strategies-for-summer-2022\">summer marketing<\/a><\/li> <\/ul> <p><em>Andahazy\u2019s advice:<\/em><br \/> \u201cInstead of using a primary yellow, try using pastel tones or neon yellows to modernize your palette. Also, yellow tends to have low color contrast on white backgrounds, so steer away from choosing yellow for your text color in most situations.\u201d<\/p> <p>&nbsp;<\/p> <p><strong><em>DYK:<\/em><\/strong> Yellow is part of the CMYK <a href=\"https:\/\/smartpress.com\/support\/color-ink\/color-space\">color space<\/a>. This color space also includes cyan, magenta and black and is used for printed materials.<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <h2>Go Green With Green<\/h2> <p>Green creates positive feelings in customers because of its connection with nature and the environment. But go too dark and you\u2019re slipping into jealous and greedy connotations, so choose your shades wisely.<\/p> <p><em>General associations:<\/em><\/p> <ul> <li>Nature, environmental responsibility, tranquility, growth, creativity, rebirth<\/li> <\/ul> <p><em>Great for:<\/em><\/p> <ul> <li>Carbon neutral businesses, <a href=\"https:\/\/smartpress.com\/offering\/door-hanger\">door hangers<\/a> for lawn care companies, <a href=\"https:\/\/smartpress.com\/offering\/self-mailer\">mailers<\/a> promoting products that help create a \u201cnew you\u201d or provide a \u201cfresh start\u201d<\/li> <\/ul> <p><em>Andahazy\u2019s advice:<\/em><br \/> \u201cWith green, we think of anything from financial to environmentally conscious. Green can be a great option for brands focused on growth partnerships with their clients or selling a product with a sustainability aspect.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--block: 50-50-image --><div class=\"row center-xs blockOffset-bottom-sm\"><div class=\"col-xs-12 col-sm-10 col-md-10\"><div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-top-sm blockOffset-left-sm\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2022\/07\/real_estate_business_cards_square.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=02e69507f88e801e5bd5c1274b495cef\" alt=\"A stack of custom business cards with a blue design and Felix Homes in white letters.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Business Card: 120# Coated matte White Cover with Flat Matte UV Coating on both sides, 2.5 x 3.5&#8243;<\/p><\/figcaption><\/figure><\/div>  <div class=\"col-xs-12 col-sm-6 no-pad blockOffset-bottom-md raisedRight\"><figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2022\/07\/very_peri.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=73e4b6d5dd395ace259339e6a4c7dc30\" alt=\"Two hands holding a marketing booklet with Collaborate in the new normal and a design in the Pantone color Very Peri.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 100%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">BROCHURE: 80# COATED MATTE WHITE COVER, 8.5 X 11\u2033 FOLDED IN HALF<\/p><\/figcaption><\/figure><\/div>  <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--><\/span><\/p> <h2>Comfort Your Audience With Blue<\/h2> <p>Everyone\u2019s most preferred color, blue is the safest choice for any print marketing. If you want to create a sense of security with your target audience, go with blue.<\/p> <p><em>General associations:<\/em><\/p> <ul> <li>Competence, trustworthiness, inspiration, sincerity, integrity, dependability<\/li> <\/ul> <p><em>Great for:<\/em><\/p> <ul> <li>Financial company <a href=\"https:\/\/smartpress.com\/offering\/letterhead\">letterhead<\/a>, <a href=\"https:\/\/smartpress.com\/offering\/tri-fold-pocket-mailer\">tri-fold mailers<\/a> for the medical industry, <a href=\"https:\/\/smartpress.com\/offering\/pocket-folders\">pocket folders<\/a> for presentations<\/li> <\/ul> <p><em>Andahazy\u2019s advice:<\/em><br \/> \u201cBlue is one of the most versatile colors. With its connotations, it can be a nice option for designs that aim to establish trust with customers.\u201d<\/p> <p>&nbsp;<\/p> <p><em><strong>DYK:<\/strong><\/em> Blue is part of the RGB color space. In this space, colors are created by mixing red, green and blue lights in various proportions. It\u2019s best used for digital work displayed on any kind of screen.<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <h2>Be Powerful With Purple<\/h2> <p>Historically the symbol for royalty, purple still holds that reverent power today. With the ability to elicit feelings from playful to extravagant, purple is another color to be used tactically.<\/p> <p><em>General associations:<\/em><\/p> <ul> <li>Royalty, luxury, innovation, prestige, imagination, wisdom<\/li> <\/ul> <p><em>Great for:<\/em><\/p> <ul> <li><a href=\"https:\/\/smartpress.com\/offering\/rack-cards\">Rack cards<\/a> for spas and wellness centers, skincare <a href=\"https:\/\/smartpress.com\/shop\/labels-stickers#cp=1&amp;cph=1263\">labels<\/a><\/li> <\/ul> <p><em>Andahazy\u2019s advice:<\/em><br \/> \u201cPurple is having a moment. <a href=\"\/blog\/features\/print-marketing-trends-6-strategies-for-summer-2022\">Very Peri<\/a> is the Pantone color of the year and is described as \u2018a new Pantone color whose courageous presence encourages personal inventiveness and creativity.\u2019 For new brands wanting to feel fresh or established brands wanting to reinvent themselves, desaturated purple tones can be a way to be seen as on-trend or trend-conscious.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <div class=\"row center-xs blockOffset-bottom-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <figure class=\"figureContainer\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smartpressblog.imgix.net\/wp-content\/uploads\/2022\/07\/stories_rule_the_world_prints.jpg?auto=format%2Ccompress&ixlib=php-3.3.0&w=900&s=8470490deb2347087dc1aace4fb8adab\" alt=\"Custom saddle stitch booklets fanned out with a black and white design and Those Who Tell Stories Rule The World.\"   data-recalc-dims=\"1\" \/><figcaption style=\"width: 66.6666666667%;\" class=\"wp-caption alignleft\"><p class=\"wp-caption-text\">Saddle Stitch Booklet: 80# Uncoated Smooth Cover Throughout, 8.5 x 11&#8243;<\/p><\/figcaption><\/figure>  <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2>Make High-End Impact With Black<\/h2> <p>Black makes a statement whether used all on its own or paired with another accent color. It\u2019s the most versatile color in your print toolbox.<\/p> <p><em>General associations:<\/em><\/p> <ul> <li>Strength, sophistication, tradition, formality, mystery, elitism, authority<\/li> <\/ul> <p><em>Great for:<\/em><\/p> <ul> <li>High-end restaurant <a href=\"https:\/\/smartpress.com\/offering\/saddle-stitch-menus#c=886&amp;cp=1\">menus<\/a>, <a href=\"https:\/\/smartpress.com\/offering\/perfect-bound-book\">lookbooks<\/a> for luxury retailers, event <a href=\"https:\/\/smartpress.com\/shop\/custom-banners\">banners<\/a><\/li> <\/ul> <p><em>Andahazy\u2019s advice:<\/em><br \/> \u201cTry combining blacks with neons for a vibrant and modern look. Avoid the strong color connotations associated with combining black with orange and yellow or your designs might instantly feel like Halloween or a construction site.\u201d<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs pullQuote\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p>&#8220;<span style=\"font-weight: 400;\">Colors can have huge emotional connotations, and therefore can directly impact our decisions.&#8221;<\/span><\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs blockOffset-top-sm\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <h2 id=\"q-&amp;-a\">Q&amp;A With Ferenc Andahazy<\/h2> <\/div> <\/div> <\/div> <\/div><!--block-empty--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row\"> <div class=\"col-xs-12 col-sm-10 col-md-8\"> <p>Before you begin designing <a href=\"https:\/\/smartpress.com\/shop\/direct-mail-printing\">direct mail<\/a>, <a href=\"https:\/\/smartpress.com\/shop\/custom-signs\">custom signs<\/a>, <a href=\"https:\/\/smartpress.com\/shop\/poster-printing\">posters<\/a> and more with our online printing services, get more pointers from Andahazy on color and all its chromatic complexity.<\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--><\/span><\/p> <p><strong>In what ways can color impact the success of print marketing and branding?<\/strong><br \/> <em><strong>Ferenc Andahazy:<\/strong> <\/em>\u201cWe fancy ourselves rational beings but people are actually emotional creatures. And in reality, our feelings heavily influence our decision-making. Colors can have huge emotional connotations, and therefore can directly impact our decisions.<\/p> <p>&nbsp;<\/p> <p>\u201cSince colors are naturally-occurring and ever-present, everybody already has a personal relationship with color that starts the moment we\u2019re born. This relationship continues to evolve throughout our lives, as we constantly associate meaning with colors based on our environment, culture, what we eat, the products we use and so on.<\/p> <p>&nbsp;<\/p> <p>\u201cAs designers, brands and marketers, being mindful of how our color choices might be widely perceived by our customers will help us infuse our brands with our desired intent and ultimately produce more successful campaigns.<\/p> <p>&nbsp;<\/p> <p>\u201cWe can lean into strong color associations to use them to our advantage when appropriate and we can avoid them when they could risk convoluting our design intent, like a summer swimwear catalog decked out in red and green.\u201d<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p><strong>When designing specific projects, how do you decide which colors to use?<\/strong><br \/> \u201cFor me, brand and subject matter are the two most important factors to consider when selecting colors.<\/p> <p>&nbsp;<\/p> <p>\u201cIf I\u2019m working on a branding project, I\u2019ll research common color themes within the brand\u2019s industry. I\u2019ll also look for color cues in the brand\u2019s products and the unique traits they need to express. Maybe the product has an inherent color or the brand wants to be viewed as energetic. All of this information helps hone in on a good color direction. When the brand guidelines are defined, every new color I choose needs to not conflict with the primary colorways.<\/p> <p>&nbsp;<\/p> <p>\u201cNext, I\u2019ll consider the subject matter. Maybe I\u2019m designing a mailer for a specific product campaign or seasonal promotion, or a booklet about a brand\u2019s sustainability practices. Each type of content might have implied color associations I should consider or leverage.<\/p> <p>&nbsp;<\/p> <p>\u201cWhen I know exactly what I\u2019m designing and how I want it to be perceived, I\u2019ll start looking for inspiration. I\u2019m a Pinterest-er, so I create new inspiration boards for each of my projects and share those with the rest of my team. We\u2019ll look for photos, patterns and other design work that evokes the feelings we want to convey. Once we have a full board, it\u2019s usually easy to spot color themes that are repeated across our collection.\u201d<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--><!--block-empty--> <!--graybar--><div class=\"ltGrayBkgd-md\"><\/div><!--\/graybar--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs pullQuote\"> <div class=\"col-xs-12 col-sm-11 col-md-10\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p>&#8220;<span style=\"font-weight: 400;\">Negative space and white space will always be one of the most powerful tools in a designer\u2019s arsenal.&#8221;<\/span><\/p> <\/div> <\/div> <\/div> <\/div> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\"><\/div><\/div><\/div><\/div><!--\/block--> <!--block: 50-50 --><div class=\"row center-xs\" ><div class=\"col-xs-12 col-sm-10 col-md-8\"><div class=\"row\"> <div class=\"col-xs-12 col-sm-6\"><!--[col]--><\/span><\/p> <p><strong>Should designers stick with one color or are particular color combinations effective, too?<\/strong><br \/> \u201cColor is subjective, and like much of design, there are no absolutes. For me, I often choose one prominent color and one accent color, but it really depends on the project. As designers, we should understand some basics about color theory. Knowledge about primary colors, complementary colors, shades and tints can all help make color selection easier.<\/p> <p>&nbsp;<\/p> <p>\u201cIn general, trust your eye and your instincts about color. Most importantly, just spend some time thinking about it!\u201d<\/p> <p>&nbsp;<\/p> <p><strong>Any other tips and tricks for designing with color?<\/strong><br \/> \u201cDon\u2019t forget about white! Negative space and white space will always be one of the most powerful tools in a designer\u2019s arsenal. After all, the absence of color is the perfect opposite of color. Negative space creates visual balance and necessary contrast to color.<\/p> <!--[\/col]--><\/div> <div class=\"col-xs-12 col-sm-6\"><!--[col]--> <p>\u201cIf design was music, negative space would be like the silence between the notes. It\u2019s the silence between the notes that makes the music interesting. In design, negative space makes the use of color more interesting. This incorporation of restraint and minimalism easily and instantly makes a design more elegant and impactful.<\/p> <p>&nbsp;<\/p> <p>\u201cThis is probably one of my most heavily used design techniques. For example, if you\u2019re designing a <a href=\"https:\/\/smartpress.com\/shop\/custom-booklets\">book<\/a> with a colorful cover, have the first <a href=\"https:\/\/smartpress.com\/support\/printing-basics\/readers-spread-vs-printers-spread\">spread<\/a> be mostly white. If you are designing a <a href=\"https:\/\/smartpress.com\/offering\/brochure-printing\">brochure<\/a>, <a href=\"https:\/\/smartpress.com\/offering\/envelope-printing\">envelope<\/a> or <a href=\"https:\/\/smartpress.com\/shop\/custom-boxes\">packaging<\/a> with a white exterior, have the interior reveal a pop of color.<\/p> <p>&nbsp;<\/p> <p>\u201cCreating unexpected, contrasting design moments between color and white space makes for a more engaging and interesting design. Keep your viewers guessing. Don\u2019t be a one-note designer!\u201d<\/p> <p>&nbsp;<\/p> <p><em><strong>Hint:<\/strong><\/em> Want even more design tips? As your full-service online printing shop, we\u2019ve got you covered: <a href=\"https:\/\/smartpress.com\/support\/product-resources\/graphic-design-tips-for-beginners\">Graphic Design Tips for Beginners<\/a>.<\/p> <!--[\/col]--><\/div> <\/div><\/div><\/div> <!--\/block--> <!--block--><div class=\"row center-xs\"><div class=\"col-xs-12 col-sm-8\"><div class=\"row\"><div class=\"col-xs-12\">\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><!--\/block--> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-11 col-md-8\"> <div class=\"row center-xs\"> <div class=\"col-xs-12 col-sm-10\"> <p><strong>FEATURED DESIGNS<\/strong><\/p> <p>Spiral Coil Booklet Design by Spiros Stogiannis Easy Pie<br \/> Die Cut Magnet Design by Malynda Resh<br \/> Tri-Fold Pocket Mailer Design by UCLA School of the Arts and Architecture<br \/> Saddle Stitch Booklet Design by Missy Williams, Seed Effect | Starla Koehler, Honeystreet<br \/> Business Card Design by Felixhomes.com<br \/> Saddle Stitch Booklet Photos by Adam Ryan Morris | Design by Jen Kuhn<\/p> <\/div> <\/div> <\/div> <\/div><!--block-empty--><!--\/the_content-->","protected":false},"excerpt":{"rendered":"The right color attracts the right customer. You know the one &#8211; the target customer, the repeat customer, the high-value customer. That\u2019s why color psychology is crucial in print marketing. See how certain tints pair with certain tactics to create the reactions and results you want, plus get insider tips on how to use color effectively from Smartpress\u2019 own creative director.","protected":false},"author":9,"featured_media":4825,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sfsi_plus_gutenberg_text_before_share":"","sfsi_plus_gutenberg_show_text_before_share":"","sfsi_plus_gutenberg_icon_type":"","sfsi_plus_gutenberg_icon_alignemt":"","sfsi_plus_gutenburg_max_per_row":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-4815","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Color Psychology: How to Use It for Marketing &amp; Sales<\/title>\n<meta name=\"description\" content=\"Color psychology is crucial in print marketing. 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