Postcards and the Psychology of Color in Marketing

It only makes sense that color has an impact on a design.

Someone looking at the psychological impact of color in marketing just needs to look at the roots: nature has used color to attract pollinators and distract attackers for, well, a very long time.

Sure, there is a lot that effects what we think when we look at a postcard design, but of all the cues we consider, color can be one of the strongest.

As noted in KISSmetrics, retailers in North America (yes, location matters) use colors to convey messages to their customers:

• red conveys 'energy'
• blue conveys 'security'
• orange conveys 'aggressive'
• pink conveys 'romantic and feminine'
• green conveys 'wealth' (or 'earth friendly'?)
• black conveys 'powerful and sleek'

There's even an inter-industry association -- the Color Marketing Group -- that works on forecasting international color trends. Their slogan is says it all:  "Color Sells... and the 'Right' Colors Sell Better! "

Since a color choice could impact response, there's a lot riding on selecting the appropriate color for your postcard design.

Up and coming designer Alex Masica explores the 'color in advertising' issue with a set of dramatic 'sunburst' postcards designed to promote his full-service design house.

His postcards, in green, red, purple and blue, each state the same message.

Or do they?


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Postcard Design in Green:

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Postcard Design in Red:







 
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Postcard Design in Purple:




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Postcard Design in Blue: