The Basics or Color Theory & How It Applies to Printed Materials

The Basics or Color Theory & How It Applies to Printed Materials

Color theory has been a significant element of business marketing for decades. It is built around the concept that certain colors appeal to different elements of a customer’s journey, and the human brain is subconsciously wired to respond to different colors in different ways. Here’s a basic guide to color theory so you can use it to create more effective printed marketing materials.

Understanding the Color Wheel

The first iteration of the color wheel was developed by Sir Isaac Newton in 1666. It operates under the principle of combining primary colors (red, yellow, and blue) to create each and every other color known to humans. The color wheel includes primary, secondary, and tertiary colors. Secondary colors are green, orange, and purple. Tertiary colors are formed by combining two secondary colors together. 

Using the Theory of Color Harmony

Color harmony is the principle that using certain colors together creates a more visually appealing, harmonious appearance to the majority of people. Using color harmony creates a balance, a sense of order, and unity. When you reject color harmony in your marketing materials or other digital media, you risk alienating customers and making them feel overwhelmed or bored.

Incorporating Color Context

The final element of color theory to consider when creating marketing materials is color context. This is the idea that color is perceived differently in relation to other colors and shapes. Certain colors and shapes together can achieve different levels of contrast and become more dynamic, while other color combinations end up feeling lifeless or unpleasant. Using specific colors and shapes together can trick the eye into thinking one element is bigger or smaller than the other, or that one color is imperceptibly different from another one. 

If you need full-color printed marketing materials in Tucson, AZ for your business, contact us at Reproductions, Inc. We can help you plan and execute color marketing materials of all sizes, styles, and uses, including vinyl banners and signs, brochures, and bound reports. To learn more, call us today at (520) 355-4902 or request a quote online.