Designing your digital publication is incredibly delicate work. With a great design that utilizes the right colors and imagery, you’ll develop a loyal and engaged audience. Hit the wrong note, you could send them flying away.
Have you given any thought to what colors to utilize for your digital edition? On what colors your audience attach significance to? Or on the colors that repel them?
Choosing the right colors for your digital publication is essential. Certain colors can evoke certain emotions. When the wrong colors are selected for your digital publication, it can disengage and turn-off your audience.
Read on to learn how color selection and color theory plays an important role in your digital publication.
Understanding the Importance of Color Theory
Color theory is a science, and is based on psychology. Understanding the effects color has on a majority of people is valuable when designing your digital edition.
Primary colors are the three colors that make all other colors. These include red, blue and yellow and can be mixed to create secondary colors. Secondary colors are purple, green, and orange. These colors evoke certain emotions that must be taken into consideration when building your digital publication.
Decide what are your goals and pick the right colors to set the mood
Warm Colors: Warm colors like red, orange and yellow, are generally associated with fire, fall leaves, sunsets, and sunrises. They are generally energizing, passionate, and positive. When used in your digital publication, they can evoke passion, happiness, and energy.
When used alone, the color red can have a few different emotions, including anger, importance, and stop. Orange commands attention, although it is not as overpowering as red, and is usually more friendly and inviting, while yellow can lend a sense of happiness and cheerfulness.
Cool Colors: Cool colors, including green, blue, and purple, are often associated with water, nature, and night, and can lend a calming and relaxing feeling.
Green, on its own, is very down to earth and calm. It usually signifies renewal and abundance, but it can also represent envy or jealousy. Blue is used to represent calmness and responsibility. Dark blues are strong, reliable, and peaceful. Purple can give a sense of wealth and luxury, while deep purples are often associated with royals.
Neutral Colors: Neutral colors are often used as backdrops in designed and are usually combined with brighter accent colors. Black, browns, and whites can create very sophisticated layouts.
Black is the strongest of the neutral colors and is commonly associated with power, elegance, and formality. In design, black is used in edgier publications.
- White works well with almost any other colors and is often associated with purity, cleanliness, and virtue. You’ll often associate white with goodness, angels, and even healthcare professionals.
- Gray is a cool neutral color and usually exudes a moody or depressing feeling.
- Finally, brown is the color of earth, wood, and stone. For designs, brown brings a feeling of warmth and wholesomeness to designs.
Colors can all be interpreted differently by different cultures. For example, white can be associated with weddings in western civilizations, while red is often associated with weddings in eastern civilizations. For these reasons, it’s important to understand what connotations the colors in your digital publication actually have for your target audience.
Using the Right Colors in Your Marketing?
There has been lots of research and studies around utilizing the right colors in marketing and what makes someone buy. You may not realize it, but the colors you utilize can influence your audience. How people behave when they see color has a direct effect on your conversions.
Make sure the colors you use drive your audience to the right actions
Will it influence them to click your call to action? Will they read your pop-up graphic? Will they sign up for your email newsletter?
According to the Institute for Color Research, people make a judgment about your content in 90 seconds or less, and 90% of that judgment is influenced by the colors they see! Neil Patel, a reputable and highly-recognized blogger, gives further proof of how colors affect your conversion rate. He has revealed that 85% of consumers base buying decisions on color and that full-color ads in magazines get recognized 26% more often than black and white ads!
Color is also a big differentiator when it comes to your brand. It can often evoke certain emotions based on the chosen colors. For example, McDonald’s is associated with yellow and red, while Facebook and Twitter are associated with blue. You’ll always associate Amazon with orange, giving it a friendly, cheerful feeling, while Coca-Cola, K-mart, and Target are always associated with red, which exudes a youthful and bold vibe.
Hiring an Expert for your Publication Design
As you can see, using color in your digital publication is crucial, and definitely should not be taken lightly. If color and design have typically been an afterthought for your digital edition, you may want to rethink your current strategy. A professional design company can help you evoke certain emotions on your digital publication, make your audience take certain actions, and help your digital edition grow.
At Flip180 Media, we care about color theory. We can take a look at your current design strategy for your digital edition and make recommendations based on the audience you are trying to target.
Or, we can come up with a completely new design. Not only will you convert more people, you’ll create an engaging digital edition and watch your audience grow. Get in touch with us today for professional digital edition design services.