Quick Tip:
Taking the Emotional Temperature of Color

When designing promotions, the words on the page aren't the only things that affect emotion. By combining the right colors with the message, you can evoke a spectrum of emotions in the reader.

Colors come in three broad categories: warm, cool, and neutral.

The warm colors are red, pink, yellow, orange and gold. These colors convey emotions ranging from sweetness to passion to anger. They work well for fliers and posters that need to convey high-energy, materials aimed at young people, calls to action, and anything else that needs mellow to intense emotional impact.

Cool colors include blue, purple, green and violet. They tend to have a calming effect. Some uses, though, can create a cold or impersonal tone. They work well for meditative or serious pieces such as reports, capabilities brochures, financial and health magalogs.

Neutral colors include gray, white, black, tan, cream and brown. These colors enhance the impact of colors around them. They can tone down colors that might look overpowering on their own.

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Published: July 27, 2006

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