When developing a print marketing campaign, website or company logo, it is likely a good idea to hire a graphic designer – even if only for consulting purposes. If business owners plan to direct the design process, it is important to understand a few fundamentals of graphic design.
For instance, most people understand that different colors and how they interact with each other trigger specific emotional or psychological reactions, but few understand what exactly those responses are.
"Have you noticed that most fast food restaurants are decorated with vivid reds and oranges? It's no accident that these colors show up so frequently," writes June Campbell for Branding Strategy Insider. "Studies have shown that reds and oranges encourage diners to eat quickly and leave – and that's exactly what fast food outlets want you to do."
Campbell adds that reds tend to elicit excitement, strength, passion, speed and danger, while blue evokes trust, reliability and belonging. The other primary color, yellow, tends to conjure up feelings of warmth, sunshine and happiness.
However, business owners also need to realize that the study of emotional responses to colors is not a concrete science – it is subjective and prone to cultural or geographical differences.