Do you remember your years in primary and elementary school, when you were happily using whatever variety of hues your crayon set would afford you? It didn’t matter if the drawing was realistic or not – chances were, it was a reflection of a fantasy world with fantastic tints and bold exclamations. You might not have coloured between the lines, but you knew it was good when the colours spoke to you. You knew because colour means something – in fact, in advertising, colour sometimes means everything.
The Power of Colour when Creating Flyers
Think of a flyer as simply a little piece of paper for people to read, and chances are your flyer may be economical and practical but doesn’t reach its full potential. Think instead of your flyer as a piece of art, something that represents you, your company, or your event. Consider the difference between the painting “End of summer” by Monet and Van Gogh’s “Starry starry night”. One blends earthy colours, the other contrasts dark and bright. It’s a whole different feel and a completely different tone.
By blending or contrasting the right colours, your message will stand out and invoke interest. How then should we use those colours, and which colours are suitable to your message? Here’s a little rundown of how people associate different colours:
- Red. One of the primary colours, red has often been associated with power, aggressiveness, or excitement. It’s the colour of blood, but in China, it’s associated with prosperity – a Chinese bride is dressed in red. In branding, it signifies visibility, and relates confidence and power.
- Yellow. This bright colour often radiates with happiness, as it is associated with the sun. It’s cheerful, exciting, and seems to indicate that all is well with the world. However, tint it up with a little green and it immediately becomes an ill-looking colour that may signify lack of health and infection. It’s great for attracting attention, but white letters on a yellow background make for difficult reading.
- Blue. The third of the primary colours, blue is associated with cleanliness and calmness – it is, after all, the colour of a bright sky and a beautiful sea. The lighter shades remind us of clean water and the darker shades of a paradise island. However, in some contexts, it can be depressing and conservative. Blue is still very versatile, though.
- Orange. This secondary colour is the mix of yellow and red. It’s also a fiery colour, attracting attention, but the contrast with purple or green often makes for an uncomfortable combination. It’s associated with harvest and the autumn season, so brown does work well in most cases. In Japan, it symbolises love, and in India, it’s sacred.
- Purple. This secondary colour – a blend of blue and red – is a reminder of royalty and used in many religious atmospheres. Contrasted with black, it can make for a very beautiful flyer that denotes luxury and mystery.
- Green. It’s the colour of a healthy environment, of plants and growth. Dark green can also bring up feelings of wealth (the colour of money) and progress – and the Irish think it’s for good luck. It’s often used in the context of sustainability and nature-friendly initiatives.
Choosing the right colour when creating and printing flyers is essential – the impression the audience gets can set the tone and the framework for how your overall message will be perceived. It’s in your best interest to choose wisely. For more information about printing flyers and which colours would fit your flyer best, consult a flyer printing expert.