Research conducted by the University of Loyola showed that color increases brand recognition by as much as 80 percent. This means that the colors that you choose for a banner promotion have a major influence on its success. Take these factors into consideration when deciding on your banner’s color scheme to make sure that your colors tell the story of your brand.
Know the cultural context of color
When you design a banner, make sure that you know what the color means in the predominant culture. For example, in American and European cultures, white symbolizes purity and cleanliness. In Chinese culture, however, white symbolizes death. Americans associate purple with nobility and royalty, but in the Netherlands, the color that is associated with royalty is orange. As you choose colors for your display, make sure to know the cultural origin of your audience. You want to make sure that the color conveys the message that you intended.
Remember how the eye processes color
The way that the human eye processes color can have a major influence on the audience’s reaction to your banner. Black and white color schemes may hold the eye’s attention for about two-thirds of a second. Brighter colors, on the other hand, can capture attention for as much as two seconds. If you use a black and white color scheme, then make sure that you use another color splash to provide a focal point for your audience.
Yellow, for example, is the color that the eyes see first. However, yellow is also a fatiguing color that will cause people to look away if it is overused. Therefore, use yellow to highlight important text, but avoid using strong yellow as a background color. Earth tones or muted shades of color tend to hold the eye for longer than large swaths of bright color, and those softer colors are more suitable for a background.
Consider the psychology of color
Color can provoke strong feelings and reactions that your audience may not consciously recognize. For example, if you are advertising a medical product, then you should avoid the color red because red can trigger the perception of danger. Red also suggests financial trouble, so it may make a poor choice for a banner that advertises an accounting firm. Alternatively, colors that emphasize safety include green and blue, so these are better choices when safety is a major consideration. Think about the message of color, and choose colors that harmonize with the message of your brand.
Choose attractive combinations of colors
Select a color scheme that matches your products or services or a color that highlights your logo. Also, as you consider the colors for your banner, choose colors that share a unifying feature. Monochromatic schemes, for instance, utilize shades of the same color, and even pastels in different colors still share a unifying characteristic. Use colors that are beside one another on the color wheel for a soothing appearance, and use colors opposite one another for a more assertive statement.