Marketing flyers still remain an effective way of advertising your business. Whether through the postal system, self-service displays or face-to-face contact, getting a flyer into the hands of a customer is a tried and tested promotional tactic. But you want to ensure that the flyer has the maximum impact and the correct use of colour – in aesthetic and psychological terms – is one way of doing so.
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Red signifies power, strength, energy and warmth. It is a bold tone that immediately attracts attention, but you need to ensure that the design of your flyer does not evoke a sense of danger or emergency, given that red is often a warning colour.
There is a reason why supermarkets such as Sainsbury's and Iceland use orange in their marketing – it symbolises food and physical comfort. It is often combined with white or cream to tone down its brightness. It is not used a great deal in areas of business other than food retailing, so an effective design with orange could prove very eye-catching for your company.
Yellow is the colour of the sun and prompts feelings of warmth and cheerfulness. It is best used as a background colour over which stronger tones are placed, as it can fatigue the eye if used in text designs.
Black is often used to present a sense of uniqueness and high quality. It is particularly eye-catching when used in conjunction with a brighter colour, particularly in text features. It is a versatile colour that combines well with most other tones.
White is a good colour to use on marketing flyers for companies who promote themselves on their cleanliness, effectiveness and streamlined approach to business. It is associated with clarity and purity. Used too much, it can suggest a certain unfriendliness, so it should be tempered with warmer colours, such as orange and yellow. White space around illustrative elements helps focus the eye on the graphic.
Green is often associated with nature and a sense of renewal and newness. Thus, it can be good for catching people's attention. It is best used as a background colour or border, as green does not lend itself so well to text.
While it can give a sense of coldness or aloofness, blue is also associated with calmness and logic. Blue is often used on hygiene and cleaning products to give a sense of renewal.
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