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Creating and designing a successful product advertisement, or any kind of successful advertisement, is not an easy task. It requires years of experience in the field, but it also requires a great deal of knowledge. No, we are not talking about technical knowledge here. Anybody can learn how to use Photoshop, or any other tool pretty fast, but it takes years to learn how to successfully transfer the message, grab the attention, or provoke the reaction. That’s where colors play the important part, because people react to colors in a predictable way. What we will do here today, and within following weeks, is not something revolutionary or new, as it has been done countless times before. We will merely provide you with a simple guide for each commonly used color, how people react to it, and hopefully give you some good examples along the way.
So, we are starting with red color, which almost immediately tells us something. Why red has to be first? No, it doesn’t need to be first, but if you check out other articles on the subject, soon you will realize that red is almost always first in the list. That must mean something, right? Yes, it does mean something. Red is commonly referred as the most vibrant and powerful color out of all colors. What’s even more important, red color has similar associations within almost all cultures, which makes it even more powerful. So, what are those basic associations? Raise your hand if you thought about Coca Cola. Who else thought about Santa? Adult movies? Communism? You see how one color can easily have lots of meanings depending on the given context.
Red Color Example - Logos
When talking about symbolic meaning, red color is commonly associated with fire, blood, war, danger, power, and even energy. When we think about emotions, we are looking at passion, desire, and most common one, love. What can we extract from the theory? Red is one of three primary colors, which we already know. Red also belongs to warm colors, and warm colors tend to expand and go out of surface bounds in a visual sense. Cold colors tend to go the other way, and give us a sense of depth. The most common example of that theory can be seen if you paint blue over red color. Most people will think that blue is actually lower than red. And what about dynamics? Red is considered to be a very dynamic color which means motion, speed, and excitement.
Red Color Example - Dominance Over Cold Blue Color
Let’s move on. Did you know about studies which have shown that red color is the very first color that babies recognize? Some even claim that it continues to appeal people through childhood and into the adult life. Is that first recognition so strong? Other than that, there are also studies which have shown that red color also provokes a physical reaction in a form of raised blood pressure, and higher respiration rate. And while nobody knows exactly why is that happening, and why exactly we are responding to red in such ways, we can incorporate all that knowledge into our designs.
Although it can produce different emotions and feelings, depending on the context, it is often said that most dominant associations are with power, or in another words, force. Now, some of you might not agree with that, but we are merely obeying the scientific facts here. If we take that for granted, and if we also take into account that our whole body responds by adjusting metabolic functions, what are the areas in which red color is almost ideal advertising color? Are you thinking about food? Racing? Power generators? How about energy drinks? Actually, red color is suitable for almost any type of advertising, more or less, and it really depends on the context and of course culture within given geographical location.
Red Color Example - Color Series By Jordan Clarke at Polyvore
Hopefully you’ve got some ideas so far about red color importance in advertising design. We’ve mentioned food as one of ideal advertising categories for red color. Yes, if you look into your fridge right now, you’ll probably see lot’s of red color. What are the reasons for that, except already mentioned influence on our bodies. Well, there are also some other factors. Fresh meat is considered to be good if it is red. Right? Not blue, or brown. Hot sauces, where red means hot, and that is what is wanted. Ketchup. And we can go on and on, which only proves the theory from above, including one more factor. That factor was not considered before, but it is very much important, and every designer should respect that. That factor is called human habit, but that is yet another whole story, which probably needs a few posts on it’s own.
On the end, let’s summarize red color in a one sentence. It might be easier to remember. Warm, dynamic, powerful yet dangerous, passionate, energetic, and exciting. Give or take. Thanks for reading, and please give us some feedback on the subject. What are your associations, feelings, and how and where do you use it.
Jazzikins on December 3, 2009
When you mentioned that the color red is associated with force, it made me think of so many emotions that are associated with the color. Love and anger are the main ones. And both can be associated with the term “force” in completely different ways.
Red is a very powerful color, and I can see why red is such a common color in advertising.
I wonder if the color red could be associated with impulse buying more than other colors…just a thought.
PrintRadar on December 3, 2009
Of course it can. Why do you think they put those colorfully wrapped mints, chocolates, and other sweets at check out point in super markets? It is a small buy in our minds, but take it few thousand times and it becomes a big one. They figured it out that after browsing large halls, you might be a bit hungry. Combine it with vibrant, targeted color, and you got yourself an impulse buyer. How often did you see a large, red colored, sign saying SALE? Obvious example of red color usage calling for action. How many times do we go in just to check what is offered? Did we really need that 40% off sweater or a t-shirt? Think about it.
Thanks for the comment.
anonymous on December 3, 2009
Ha, I work for a company who produces one of the featured products in your above collage of assembled red coloured items. We have many red hues in our range…
Meeme on December 9, 2009
One direct association that you didn’t mention to Red is BLOOD… And I guess it is a rather basic human association to this color… From the begining of humankind the amount of blood shed by the enemy made them fear and or respect them, so I guess it is a symbolism of force of the color, and maybe that can be a reason why it makes us react to the color even in a physical level… Red can also simbolize violence, or on the opposite side, liveliness, pulse.. Anything that makes our heart pump can be associated to color red.. It being fear, love, hate, excitement, anger, blushing, winning, etc…
PrintRadar on December 9, 2009
Yup, we did mention blood.. It’s there in the text, but maybe not accented enough.. Thanks for the comment, it expands the meaning very well..
AliskaSkazka on December 12, 2009
Like “Passion has red lips”… Passion and desire mean sex, and where is sex, there is people’s attaintion.
Thank you, very informative and entertaining red article.
nosmoking on December 12, 2009
my God, i thought you were going to chip in with some decisive insght at the end there, not leave it with
BenPDX on December 26, 2009
Going back to the “passion has red lips” statement and how it also relates to Blood. I read somewhere that passion and other strong emotions create a stronger blood flow (heating up. This is seen as a rouge or reddish color through the skin where blood flows close to the surface.
It also happens to animals. some believe that is the reason for Red nail-polish and lipstick. It gives the illusion of being turned on and ready.
Thanks for the post – I am looking forward to the rest of the series.
spring on April 9, 2011
Thanks for the info. I’m a student and am doing research on the color red being used in adverstising; especially in regards to makeup, gum, and a camera of all things. This has been very helpful. Strangely enough these ads I have all allude to sexuality