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Using Color to Its Fullest Advantage in Outdoor Banner Advertising

Custom printed banner and signs are a huge marketing tool, especially for on-site advertising because they are so versatile.  They can be hung from store fronts, attached to inflatable balloons, made into flags, or displayed in truck-beds for a mobile billboard.  All these are very popular means of marketing for the simple fact that they work.  The hard part isn’t deciding to have one printed.  The difficult part in the process of ordering a custom print job has more to do with the deciding on the design to be printed.  Psychologists say color has a huge impact on our emotions, and business owners know that people shop and purchase with a huge deference to their emotions.  Here is a closer look at colors and how they have the power to influence the minds and therefore pocketbooks of potential customers.

1. White is associated with purity, simplicity, and honesty as it is a color that creates the feeling of open spaces making it impossible for anything to be hidden.  It also suggests cleanliness as even the smallest amount of dirt would instantly be visible on a white background.  This all leads to a feeling of refreshment, especially in today’s cluttered advertising world.

2. Black creates the image of power and mystery, and occasionally sadness.  This can be a tricky color for a business to use because no one wants their company to be thought of as evil or dark in anyway.  However, when used in the right way as an accent to other, lighter and friendlier colors, it gives a classic, bold, and excited feeling to marketing banners.  

3. Red brings an air of passion, urgency, and excitement.  These are great things for potential customers to be feeling as they consider a business.  The negative aspect of this color when used on business signs can be that it is also associated with warnings or aggression.  This is a color of extremes; people say there is a “fine line between love and hate”.  Red exemplifies that statement as in addition to the feelings already mentioned, it is also the color of love.  Bottom line: don’t over-do it, but don’t be afraid to use it either.

4. Yellow draws out a number of different emotions.  Cheerfulness, curiosity, and enhancing concentration are its positive points.  But the negative emotions associated with it may be why this color is generally best used only as an accent color.  The exception to that being if a business is targeting intellectual personalities.  Businesses targeting other populations will want to avoid it as their dominant color in advertising as it brings up the negative ideas of deceit and cheapness.  

5. Blue is perhaps the most popular color for people and businesses alike, as it gives off an air of security, faithfulness, responsibility, peace, success, and professionalism.  Obviously, these feelings are a great encouragement to anyone viewing them in the character of the company they are considering.  The only slight caution for use in advertisements comes from this color being a “cool” color which can make people feel disconnected in certain shades or depending on what other colors are used in conjunction with it.

6. Green creates a calming and refreshing aura because it is literally easy on the eyes and may even improve vision.  Many people know it is associated with growth, healing, and nature, which is accurate.  It also brings money and status to mind in the business world as well as in society as a whole as it is “the color of money”.  For the superstitious, it brings good luck (most commonly associated with lucky four-leaf clovers and “the luck of the Irish”).  For most businesses it works best as an accent color as it signifies life and vitality.  Occasionally, however, it implies jealousy as the saying goes to “burn green with envy”.

7. Orange, unfortunately is one of the least used colors in logos, advertisements, and signs.  It should be used more as this bright and cheery color is an unusual combination being both a cool color and signifies excitement, celebration, strength, and ambition.  Occasionally lumped together with yellow, this also makes for a good accent color bringing a youthful air and suggesting affordable prices and goods. 

8. Purple being a very rare color to find in the natural world, means that it can lend to an idea of being artificial.  This color is very polarized in meaning between different cultures.  In some areas of the globe, purple is a royal color which is therefore associated with luxury, authority, and opulence.  However, in other cultures and religions, purple is the color of funerals and death.  In mainstream American culture, it is often paired with artsy areas of society or with a bent towards romance and femininity.  Purple is a more recent addition to the “girl-y” colors as it is a bit more bold than the traditional pink and red.   It best represents passion.

9. Pink is considered to be the ultimate soft, sweet, and feminine representation.  Because it is so heavily associated with youth and innocence, and is seen as ulta-sweet, it is rarely found in business outside of the candy world or other baby and child-related industries such as toys and clothing.  The big exception being during Valentine’s Day season every year.  

10. Brown creates a rich and natural feeling.  Like green, it is heavily found in nature but brings to mind sturdiness and reliability.  It is thought to be solid and polite.  Lighter brown insinuates a sense of genuineness.  On the other hand, a darker shade resembles woods and leathers which is why it is most often found in the wood-working, landscaping, and other out-door related companies.  It’s one negative is that it can also signify simplicity and an almost unsophisticated air. 

11. Grey is rarely found in modern advertising, business signs, and logos, likely for two reasons.  First, with the invention of color technology and how affordable it has become, too much white, black, or grey can make a business appear “cheap” in their marketing.  Secondly, emotionally it can imply a neutral or indifferent air.  However, it may be gaining in usage in the business world again.  This is because the positive feelings grey brings out present authority, creativity, and practicality while still being traditional and discreet.