COLOUR MOODS

What’s your favourite colour? Most of us have one and they play an intrinsic part in most of our lives, affecting our moods and feelings and yet most of us take them for granted.

Not a designer though; a designer depends on their knowledge of colour and how their audience is likely to interpret it.

In this blog, we’ll be looking at some of the basics of colour psychology, what colours are associated with what and how best to use them in the design of your direct mail campaign.

Red
Think: danger, passion, energy, warmth, adventure and optimism.
Tip: a particularly overpowering colour which can lead to headaches. Vary the tone across your direct mail to soften the impact.

Pink
Think: love, feminine.
Tip: counteract the girliness of pink with hints of dark charcoal or black.

Orange
Think: stability, reassurance, warmth.
Tip: orange tends to dominate the page so use in moderation for a more subtle appearance.

Green
Think: nature and energy, calming and restful, balance, security, stability.
Tip: too much green apparently makes people complacent or too laid back. Grab their attention back with some red or orange.

Blue
Think: calming and soothing, loyalty, serenity, authority, protection, contemplative.
Tip: blue can look cold and unwelcoming. For a less chilly look, use a blue with a warm undertone.

Yellow
Think: sunshine and energy.
Tip: not a very restful colour; yellow is even thought to enhance feelings of emotional distress. Pairing yellow with black will make most people think of ‘beware’; for example, think about the colouring of wasps and construction signs.

Lilac
Think: spiritual, feminine.
Tip: can be insipid, liven it up with black or silver, or even both!

Purple
Think: creativity, fertility, joy, magic, evil, death and sex.
Tip: can be overpowering, use with a calming, light colour to balance.

Brown
Think: security, stability, practical.
Tip: Use with a livelier colour for mental stimulation such as green or blue.

Black
Think: death, eccentricity, drama.
Tip: use in moderation.