Kelly: Why should we take color into consideration when it comes to marketing?
Karen: Actually, lets back up. Color is our worldview its instinctive, human and intrinsic to who we are. So we have an emotional, unconscious response to different colors. This is what matters in marketing the emotional response and color is a piece of that.
Kelly: So were having reactions to a logo or website based on color, and dont even know it?
Karen: Yes, and there are also scientific ways of thinking about color, that help us elicit a certain response. For example, if you consider the color wheel, there are warm colors and cool colors. And each of these tones will provoke a different response: warm gets an active response, cool gets us a calming response.
So with marketing, you have to ask whats going to work with your message? Warm colors in nature, like red and yellow (think sun and fire), indicate action. When you see or feel fire in nature, it can either draw you in or be a sign to get out of danger. Either way, the unconscious message is to act now!
On the other hand, cool colors dont elicit action they invoke serene, calm, stability (like our earth...
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