2013 Color Trends

One of the biggest factors in determining an effective advertisement is its color and the message it conveys. For example, being in a baby store with bright red and aqua might make you a bit uncomfortable, while the typical colors of pastel blue and pink are much more soothing and comforting, which is the desirable atmosphere while shopping for your littlest one.

Different colors convey different messages. Red, one of three primary hues, is one of the most powerful and emotion-evoking colors. Reds can feel sweet and innocent when mixed with white to create pink tones or bring about sharp responses when used in the pure form. With the addition of black, reds can create a darker emotional response, such as anger or convey passion. Light reds can represent fall or color change or even romance, while darker reds represent more passionate emotions. Blues often bring a very serene, calming environment. It can also represent cleansing and renewal.

An advertiser’s choice in colors is often a telling factor on whether the advertisement will be successful or not. Some companies will use vivid, bright colors in order to convey an excited, enthusiastic company. Toy companies are probably the biggest example of this, as they use bright colors and whacky animations to create a fun, youthful atmosphere. An upscale clothier, however, would use more neutral colors to ensure that the focus remains on the products at hand: the clothes themselves. Also, neutral colors like blacks or whites often create a very serious, classy mood, something which very upscale companies aim to do. All of this can be accomplished by simply choosing the right color.

With all of this color talk, most of you are probably now questioning “What IS the color of the year?” Usually, there isn’t a set answer, as opinions will always vary; however, marketing experts can often agree to choose a couple standout colors. Probably the most talked about color is emerald green. If you look on store shelves or at online websites, you will see emerald green just about everywhere, and it’s not at all for St. Patrick’s Day.  Green, specifically emerald green can be used to create a wide array of emotions. One of the strongest feelings that green conveys is balance and harmony, as it is almost always associated with nature and more natural ideals. A company that uses green to brand its items will appear to be more natural, thus seeming more “people-oriented” and “in touch.” Also, green conveys a very safe and secure environment. Dollar Bills are dark green and are associated with security, specifically financial.

When choosing colors for future advertisements, you should always consider the current color trends. Although emerald green is currently dominating the marketplace, it will eventually shift to something new, as all previous color trends have. Choosing a color for a brand is almost as crucial as the product or slogan, as it can convey a sometimes unconscious message to potential buyers.

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