Hey Copywriter, how well do you understand the power of colors?

The standard agenda of any ad or any marketing collateral is to improve the ROI. Creative professional use their abilities to bring business to the client’s table. One of the responsibilities that a copywriter has, is to brief the designer. How about the colors? Do you have your basics clear when it comes to understanding the nature of these varied shades?

1. Why are colors are so important?  
Though each individual belongs to a certain community, lifestyle and topography. But some generalizations still rule the world; like a lot of greenery around us keeps us fresh. We are almost used to visualizing the magenta rose as a symbol of love. White instantly transports a sense of peace in our minds. The light blue sky in the noon keeps us cool.

2. Colors and their Personality

The best color to emotionally touch the toddlers is orange. It depicts enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement and stimulation. Brands for kids use this shade like anything!

Here comes the darkest color – Black that symbolizes power, elegance, formality, death, evil and mystery. There’s a reason why the websites regarding psychic reading and tarot cards are brimmed with this color. Black is definitive in nature, many celebrities have made it their style statement.

Well, this color has a lot of energy – so much so that the overuse of Red can be overwhelming. It is a shade of passion, vigor and vitality. A lot of condom brands go for it as their theme color followed by sports brands.

Yellow (considering its aura) is probably the most under-utilized color. It symbolizes joy, honor, brightness and cheerfulness. That is why this sunny shade is often seen on the walls of a pre-school.

A royal shade like purple stands for power, nobility, luxury and ambition. It is a sophisticated color. Very few natural creatures are found in purple. Therefore, it is unique in its own way. Interior designers often vouch for this color.

We see this shade dashing in the sky. Desirably or Undesirably, it is the most-seen-shade. The color blue is synonymous with depth, stability, trust, loyalty, wisdom, confidence, intelligence, faith, truth and heaven. It is one of the primary colors used by educational brands.

Here comes the fresh green. Yoga websites and organic food brands have used this shade enough. ‘Green’ is another name for growth, harmony, freshness and fertility, and safety. However, Green may also signify jealousy. Beware!

Lightness, goodness, innocence, purity, and virginity are often depicted via using white. Many spiritual websites use this color far and wide. Since white is white and the addition of any color will dilute its identity, this shade is matchless.

How about your brand? What are its characteristic features? Which features are more prominent and which hold a secondary position? Based on all this, you need to create a list of colors to be used in pre-decided proportions. And that is how you direct the designer to get the creatives done 🙂 


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