The Psychology of Colors

storefront - advertising materials in Fontana, Rancho, Jurupa, Riverside and Eastvale

Advertising over the last 100 years has developed literally into an art form. An art form that takes into account effective slogans, persuasive statements and color manipulation. You only need to look to some of the larger companies seen in the Riverside, CA. area to see this art form and practice. One area that is very effective but often overlooked by small businesses is the psychology of colors. Colors have the ability to cause the mind to think and view products, services and conditions differently. In some cases creating a spontaneous action as a results of the color that is seen. In this article we are going to address the psychology of colors and how it relates to advertising for your small business in Riverside, CA.

Red means Stop, Green means Go

Colors are around us in our everyday life. They can even help us make choices such as seeing a red stop sign or stop light means to… (wait for it) … Stop. When recognizing that colors can help grab someone’s attention or to even help place someone in a certain mood; it will help your sign, vehicle wrap or even business card be more effective based upon its purpose.

Pastels vs. Primary Colors

The use of colors in your advertising project can help identify the purpose of the ad.

Primary colors are generally used to help grab someone’s attention. Colors red and yellow bring about a level of awareness while blue and green establish a sense of clarity and instruction. When studied at universities and medical centers, report show that when candidates were shown different colors that physical changes took place. Red and yellow for example, would raise the blood pressure; in some cases even cause the candidate to perspire from a sense of anticipation. The mind and body were seem to react to these primary colors by placing the candidate in a reactionary mode.

Pastel colors are used in areas where considerations are made. Utilize colors such as these when you want someone to ponder or think about the information that’s being provided. Informational flyers are great examples for the use of pastel colors. Softer tones like pastels can bring about softer responses; these colors also can be made to stand out in a comparative sense against darker colors, allowing the recipient to be brought aware of the circumstance without invoking a physical response.

Call Precision Sign and Graphics today for Stunning Graphics at an affordable price! (951) 332-2700

picture of Mickey Mouse  - advertising materials in Fontana, Rancho, Jurupa, Riverside and EastvaleBlue is for Boys and Pink is for Girls

These colors for years have been used to identify products and services based upon gender. There is no psychological equivalent to the use of these colors in its origin but rather identified through societal shifts. According to the Smithsonian:

“A June 1918 article from the trade publication Earnshaw’s Infants’ Department said, “The generally accepted rule is pink for the boys, and blue for the girls. The reason is that pink, being a more decided and stronger color, is more suitable for the boy, while blue, which is more delicate and dainty, is prettier for the girl.” Other sources said blue was flattering for blonds, pink for brunettes; or blue was for blue-eyed babies, pink for brown-eyed babies, according to Paoletti.

In 1927, Time magazine printed a chart showing sex-appropriate colors for girls and boys according to leading U.S. stores. In Boston, Filene’s told parents to dress boys in pink. So did Best & Co. in New York City, Halle’s in Cleveland and Marshall Field in Chicago.

Today’s color dictate wasn’t established until the 1940s, as a result of Americans’ preferences as interpreted by manufacturers and retailers.”

Lean on the Experts

Because of this fast-paced internet culture that we live in today, many small businesses take to the internet to get quick products at a cheap price without taking into account the effectiveness of the design of the product. By carefully analyzing the design of your sign, vehicle wrap, banner, floor graphics, wall graphic or business card you can make each transaction more productive. The experts at Precision sign and graphics serving the Riverside, CA. area have been in the advertising game for years. Our qualified design artists will take into consideration the purpose of the product rather than just the aesthetics of the design. This forward thinking approach will allow each of the products that we provide to help give you the response that you’re looking for.

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Should I invest in the Yellow Pages?

Phone book - Vehicle graphics, wraps and lettering in Vinyl vehicle wraps in Fontana, Rancho, Jurupa, Riverside and Eastvale areasThere was a time when we used devices called telephones, sent documents with something called a fax, listened to music on things called cassettes and looked up businesses in something called a phone book. Big hair and big ads was the name of the game and anybody who was anybody was listed in the Yellow Pages. But in this modern day of instantaneous information, do people still let their fingers do the walking in the Yellow Pages?

In this article we will look at the viability of a yellow page listing for your local Riverside, CA. business.

The Evolution of the Yellow Pages

It is true that at one time phonebooks in Riverside, CA. had a lock on the market for those looking to find local businesses. Options beyond that were newspaper, TV and radio as primary ways to get your message to the consumer in their home. However, the phonebook became the single medium that was literally in the home of practically every single resident in Riverside, CA..

As this process evolved more companies got into the mix leading to, at one time, upwards of 15 phonebook companies distributing different phonebooks throughout the year. This meant that a small business owner had to choose which phonebook they felt their customers would use the most so that it can properly focus its advertising dollars. Companies that had a large enough budget would list in each phonebook but that naturally meant, with the average cost of $4000 per book per year, that you could spend upwards of $60,000 + just to make sure that the name of your company was out there.

This then began the trend of company name manipulation: A+ plumbing, AA+ plumbing, AAA Plumbing and so on. Companies whose name letter was higher in the alphabet naturally received less calls as the statistical averages identified that 80% of calls were made from the A’s. Leaving the other letters of the alphabet fighting over  leftovers.

This led to creating phonebook campaign ads and coupons bidding for coverage driving up the costs even higher!

Along Comes the Internet

The Internet started out as an interesting past time and way to send information, some even said that it would never really catch on; but as the Internet has evolved, it has retrained the consumer on how to process information. In doing so advertising mediums such as the phonebook and newspapers began to take a backseat to Google, yelp and Angie’s list. Trying to keep itself relevant; the major name in phonebooks, “the Yellow Pages” rebranded itself to Boasting that it still garners between $80 million and $100 million in digital sales per year, will probably stick around a little bit longer; but every day finds itself competing against the new kids on the block… Google; who has a bigger budget and a larger audience.

Call Precision Sign and Graphics today for Stunning Graphics at an affordable price! (951) 332-2700

Political Signs - Vehicle graphics, wraps and lettering in Vinyl vehicle wraps in Fontana, Rancho, Jurupa, Riverside and Eastvale areasSo… Should I Invest in the Yellow Pages?

Small business marketing consultant, Rick Brewer, of Inventive Support Services states: “If your budget allows you to utilize multiple forms of advertising, the Yellow Pages should be one of them; however, if your budget only allows for a single advertising source… the Yellow Pages would not be a wise use of your advertising funds.”

Quoting informational statistics based in Forbes Magazine about Yellow Pages lead generation:

Based upon your price point and return on investment (ROI) calculations, the average company would have to generate over 400 leads per year to break even with the cost of a Yellow Pages campaign. At the national return average of .05% to 1.5% means you would need to field 5,000 – 8,000 contacts to see an ROI. For those who have a higher price point the number balances out because the demand ratio changes as the price point (APPS) goes up.

The Conclusion of the Matter

Yellow Pages and are still valid forms of getting your message out to the general public, but no longer carry the market strength that they once did. If your marketing budget allows or your demographic is for an older age group, then adding Yellow Pages and is a good investment.

Doing what we do best

When trying to get your message inside the homes of residents in Riverside, CA.; phonebooks, newspapers, TV, radio and the Internet are all valid sources to consider. However, when they step out of their home… now there on our turf! Precision Sign and Graphics can help present your message loud and clear with our professionally designed and installed vehicle wraps, signs, banners and more. We can help brand your message to blend with your other forms of advertising to create a marketing image that will help your customer associate with your business within the community. Let our team professionals help you with getting the best bang for your buck when it comes to marketing and branding in the Riverside, CA. area.

Useful Links

For more information or to contact us for a Free Quote: CLICK HERE

To find the answers to some of our frequently asked questions: CLICK HERE


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