How to Use Color Schemes in Print Marketing

Color schemes may not seem like a crucial part of print marketing amidst all the other decisions you can make, but they hold more power than you realize. Other than the content, design and color choices used in print marketing evoke certain emotions that can help or hinder your ads. So, before you start your design, we will cover how to use color schemes in print marketing to ensure your ads and projects get the attention they deserve. Keep reading to learn the importance of color schemes, color theory, the best color choices for print advertising and how to use design effectively in your next print campaign.

Why Do Color Schemes Matter in Print Marketing?

To understand why color schemes matter in print marketing, let’s compare your ad to interior design. When you walk into someone’s home and see gaudy, mismatched colors and a lot of clutter, how do you feel? Unless you’re really artistic and love chaos, most people are going to feel a little stressed and caught off guard. Now, let’s imagine you walk into someone’s home and see neutral colors or a harmonious color scheme with neat and organized belongings. You’re probably going to feel calm and impressed, and it’s going to be much easier to find things in a pinch. Color schemes work in a similar fashion.

When your print design is cohesive with neutral colors, appropriate contrast levels and matching color schemes, people are going to be more likely to feel at ease when they see them. Meanwhile, using colors that don’t go together can urge consumers to feel the opposite way you intend. Before finalizing your design, it’s always important to have a cohesive color palette to choose from and think about the organization to guide consumers gently in the proper direction.

Color Theory in Print Marketing

Color theory is essentially the idea that certain colors relate to each other and the viewer’s emotions. Applying color theory to your print marketing designs can enhance the overall appearance and effectiveness of your finished product by eliciting the proper emotions and frame of mind from the consumer that you want. Using the color wheel, you can garner a good idea of which colors work well together and which ones don’t.

Some helpful color theory concepts in print marketing include:

• Complementary Colors — Complementary colors are polar opposites of each other on the color wheel. Oddly enough, their differences create a striking contrast that somehow works in print designs—especially when choosing one color for the base and the complementary color for the call to action (CTA).
• Analogous Colors — Analogous colors are next to each other on the color wheel. Creating color schemes for your print marketing with red, orange and yellow would be an analogous design palette decision.
• Monochromatic Colors — The color schemes and design palettes revolve around a single color with lighter and darker shades.
• Split-Complementary Colors — Kind of like a slant rhyme almost rhymes with another word, a split-complementary color almost goes with the complementary color. Instead, it utilizes the color immediately next to the complementary color. 

By using these color theory concepts, you’ll be able to amplify your design game for any print marketing ad. However, if you need help creating a design that will stand out and improve engagement rates, Kobalt Design can help you get started.

Best Color Schemes for Print Advertisements

The best color schemes for print advertisements generally start by replicating your brand style guide. However, if you’re trying to stand out or touch on a certain campaign type, using different color schemes to signify the emotions you want your consumer to feel can be helpful.

According to color psychology, certain colors tend to evoke these emotions in print marketing:

• Excitement: Bold colors like red, yellow, orange and black
• Trust: Blue, gray, navy and white
• Luxury: Black and gold, purple and gold
• Wellness: Green, white, mint and light blue
• Fun: Pink, yellow, light orange and teal

Color Schemes to Watch Out for

Color schemes to watch out for in your print marketing projects come down to gaudy colors or pairings that aren’t appealing to the eye. Using colors that evoke the opposite emotions from what you want the consumer to feel can also be counterproductive. If you’re trying to encourage your customers to trust your brand, bright colors don’t really scream credibility and trust. Soft, neutral colors provide a calmer feel and can bring your point across better. If you want someone to take immediate action on something, the reverse can be said, however. Red, yellow, orange and black are all bold colors that attract attention when you need it.

How to Use Color Schemes Successfully in Print

With our tips above, you can learn how to use color schemes successfully in print. On top of utilizing color theory and basing your designs around your current branding, there are a few other color psychology strategies to try:

• Use contrast for better readability
• Choose colors that resonate with your target audience
• Keep your branding and print marketing designs aligned
• Limit your color palette so it’s not too cluttered
• Select colors that elicit the emotions you want your consumers to feel
• Narrow color schemes down to a base, accent and neutral

Expert Commercial Print Marketing Services

Knowing how to use color schemes in print marketing is a significant part of getting your best campaign results. While it may seem like a small part of the process in the grand scheme of things, it all adds up with other techniques that your company uses. You can learn to utilize these tools and keep adjusting your campaign to find your perfect strategy, or you can reach out to an expert commercial print marketing designer to get professional services.

Our expert team at Signature Graphics offers turnkey solutions, including design, printing, finishing, shipping and even digital. Reach out today if you’re ready to explore design options, have any questions to ask and more.

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