The Importance of Color

With digital media and marketing strategies becoming the new norm, some may think that print ads, and especially bench ads are a thing of the past.  They couldn’t be more wrong, both types of ads have a time and place and are still an extremely relevant way to advertise to the general public. Much like digital advertisements, bench ads rely heavily on visual aids to draw in consumers through color schemes and patterns.

A benefit of bench ads that most other advertisements lack is stability.  Rain or shine a bench advertisement will be there to catch the eye of a passer-by. However, most consumers viewing these ads are driving or riding in cars, and the amount of time they have to notice them is quick. This is where color becomes important.  Market researchers have done extensive research on how colors can affect and benefit your business and most importantly your consumers. Some of the benefits include:

Conveying Meaning – The key to an impactful advertisement is the correlation between colors and the meanings they give off.

• Warm/Bright colors such as beige, yellow, orange, red, and pink visually enlarge objects making them more noticeable to a driver passing by.
• Warm/Dark colors such as purple, brown, and gold represent feelings of tradition, luxury, and leisure.
• Cold/Bright colors such as bright blues, light pinks and purples, which enhance feelings of innovativeness, organization, and professionalism.
• Cold/Dark colors such as blue, green, turquoise, navy, and violet give off the sense of hard working and ambitious qualities.  They also portray stability and quality.
• Neutral colors such as white, grey, and black enhance other colors creating contrast, while alluding to qualities of power, mystery, and elegance.

Each of these color schemes can be combined with another to create a lasting impact when seen by the consumer.

Grabbing Attention – While bright colors grab attention, there are other color tones and techniques to grab attention as well to make your advertisement stand out. Pairing majority of the colors or tones mentioned previously with an outline of a neutral color will enhance the words and draw consumer’s attention. If the color scheme on the Volusia county bench ad is impactful enough to the consumer passing by, it could elicit some type of emotion in the consumer and possibly get them to inquire about the business being advertised.

Something to Look for – These colors and patterns can become a point of reference for consumers especially when on a Volusia county bench advertisement. Most bench ads are used for directional purposes, directing consumers to a business at each intersection. Seeing the same color scheme repeatedly will help a driver know what to look for, enabling them to find the business easier. Colors can also be used as an association which can be helpful for drivers as well, since they won’t have to spend time reading signs, they will just know which color patterns to look for when attempting to locate a business.

While color is not the only part to focus on when creating an impactful bench advertisement, it definitely isn’t something to forget about either. The wrong color combinations could simply not work in grabbing attention, but they can also force a negative reaction to develop.  Next time you are looking to place your business on a Volusia County bench ad, trust the professionals at Waverly Media to make sure your advertisement has the best color scheme for your company and your consumers.