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.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

Click to Rate:
No ratings yet
Published: July 27, 2006

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)

This name will appear next to your comment.

Your email is required but will not be displayed.

Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters

Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)