Picking a color theme for a brochure is as difficult as trying to think of an article title, especially if you’re running a new business that needs to establish a reputation. Though there are numerous brochure printing services that can help you in the design phase, it’s best if you already have a clear idea of what you want and the colors you should use.
Note that not everybody will appreciate your color theme, after all people have different tastes. In this case however, the best colors you can put on your brochure should be those which are able to convey your message effectively.
So, here are some considerations you need to take note of:
#1. Know your business
The first – and the most important – step in choosing a color theme is simply knowing what your business is all about along with the messages you want it to convey to your potential customers. Keep in mind that it’s the business sending the message, not the owners.
Define your goals and clearly define the type of message you want to send to your audience. This in turn will make it easier to decide the color theme!
#2. Use the prevailing theme in your office, store, or restaurant
Let’s say you own a restaurant and there’s a sign hanging out of your commercial space, bearing your business name along with its logo. To enhance familiarity, use use the colors which are already in that sign – it will make your restaurant easier to find, especially if you’re located in the middle of a busy street.
It wouldn’t hurt to also use the colors that are already present in your restaurant’s decorations as well. If you also have a website and have posted ads on newspapers or aired some live on TV, use the same color themes. Remember, familiarity is a must: you need to have your audience associate your business with a certain type or a set of colors to put on your printed brochures!
#3. Use your industry’s colors
Though you’re free to choose the colors you want, it’s always best to follow your industry’s color standards. Here are some industries along with their color schemes:
- Real estate – green and blue. These are earthy colors and could already give your brochure a welcoming aura.
- Technology – blue is the prevailing color, along with silver. Blue is already a mainstay in companies, particularly in social networking websites. Meanwhile, silver denotes quality and wealth – look at Apple’s current logo.
- Health industry – your best bet is to use green and red. Green represents hope and health, while red is signifies action and attentiveness.
- Food – green, yellow, and red are prevalent colors in the food industry. All three represent food, health, quickness, and impulsiveness, especially in decision-making.
- Cars and automotives – red and silver are the mainstay colors in the automotive industry. Simply look at the most famous car logos.
So, if your business belongs to any of these industries, be sure to use the above mentioned colors associated with it.
#4. Use it in a way that it clearly sends a message
Other than familiarity, your brochure should also strive for clarity.
Use contrasting colors and ones that are easy on the eyes; make sure that your color theme observes this. For example, it’s best to use black and white together, along with blue and silver. Never use colors that are almost similar, like orange and red together. This is highly important when trying to think of a good color combination for both your text and background.
That aside, always be sure that your chosen color combination DOES NOT look weird or unpleasant. Such combinations include green and red, blue green and green, along with violet and red. Oh, and only use black in your texts.
#5. Use color psychology
There is a huge debate about whether color psychology is effective in marketing or not. Regardless, large brands agree with this: Facebook and Twitter use blue in their designs which have a calming and soothing effect, designed to calm down users before they type whatever they want on their status updates.
However, the effect is not that significant, considering that there are still millions of Facebook and Twitter users who air their grievances everyday. Regardless, this is something you should heavily consider. Here are some colors along with their denoted psychological meanings:
- Green depicts freshness and sustainability, making it ideal for businesses that deal in fruits, vegetables, and efficient and nature-friendly power.
- Purple depicts royalty, wealth, and femininity. This is ideal in clothes stores offering luxury clothes and items, especially designer dresses and handbags.
- Pink depicts cheerfulness and femininity. It’s best used on stores selling apparel and accessories for women and little girls.
- Red triggers impulsiveness, which is why most fast food restaurants use red as their prevalent theme.
Do a bit of research on color psychology and you will be able to have a clear idea of what you want your colors to feel while looking at your brochure. Also remember that the brochure should effectively convey and let your potential audience have a preview what it means to be inside your store.
#6. Consider the preferences of your target market
Though color preference is a subjective matter, it’s best if you generally pick the ones which fit your audience. There are several factors you need to consider, like:
- The age – if your target markets are kids (and their parents), use a bright, fun, and happy color theme. Note how children tend to pick cakes with bright sprinkles over dull ones – use this to your advantage.
- Cultural factors – color meanings may vary per country or per culture. For example, in the West, red is used to depict safety, trigger impulsiveness, and danger. In the East, it is used to signify wealth.
- Sex – note that different sexes may look at colors differently!
Brochure printing and distribution relies heavily on colors. Take note of these during the design phase and you’re sure to brochures that will be able to convey your messages effectively to your target market!