The ideal advertising medium

Western scientists have noticed an interesting fact: people are among the abundance of products that fall into some semblance of trance. The paradox is that the design of the package would then make sense precisely because of this visual excess. The fact that people are not looking at the packaging, does not mean that he does not see it. During the half-hour stay in the supermarket look manages to cover more than 2000 different packages, and the task of each of them to attract attention. Housewife spends an average of 20 to view a particular product. Hence, a good package should suddenly stop her opinion. The most powerful response is a color. When choosing a product or two colors, for example, red and yellow, acting as a magnet. " This is confirmed by other psychologists, who believe that women quickly attracted the attention of packaging in red, the attention of men - blue. One of the developers packing explained this unexpected phenomenon: the majority of women leave the glasses at home, or are not they in public places, and packaging must overcome the barrier of the vagueness in their eyes.

There are certain characteristics of select colors not only in terms of gender, but also of age, social status, temperament, and even geographic location.

For example, in "your business" given the interesting results of studies of color preferences of consumers of meat-processing plant Biryulevskim: "In different regions of the leaders are products of different colors in the package. For example, in the south of best selling products in the red and yellow packaging, in Moscow -- in red and green, while sparsely populated small towns - in the blue package. "
As a result, numerous studies have observed that in villages with populations less than 2000 people purple (suggestibility) is in first place by 4% more likely to choose a color that resembles the lower strata of the population and children. Among residents of large cities of developed and self-competition in the 4% increase preference for the green and brown deviation (the desire to stand out against the background of the team).

Also there is a link between color preferences and social status. In most Western countries vivid, pure color and poor people like children. People are wealthy and educated prefer pale colors and shades, as if the ability to more subtle perception is accompanied by a decrease of sensory sensitivity.

Finally the relationship choice of a particular color and age. Young children often draw attention to the color red. The first three color preferences in children are located in the following order: red, blue, yellow, and faded colors categorically rejected. Young people under the age of 20 at eight table puts the red color as the first or second place at 6% more often than adults. People aged 20 to 29 years of red tied for first place by 4% more likely than people in middle age. People from 60 to 70 years, set the color red in the first place by 6% less. At the same time they are 3% more often prefer the blue (the desire to rest), and 5% reject, first of all, yellow (concern).

And yet, despite the apparent diversity of consumer preferences, as a result of numerous studies found effects of color patterns to attract attention.

But even without a detailed consideration of these issues, based on the recorded patterns, you can install some of the features of choice for a specific package of appropriate colors, and give some practical advice:
? to attract attention, preference should be given a clean primary colors and not mixed;
? quickly draw the attention of bright, pure colors;
? by the strength with which colors attract attention, they can be located in the following sequence: orange, red, yellow, green, blue, violet;
? with natural light are more expressive warm colors (yellow, orange, red) than cold (green, blue, violet);
? Color has the power to increase or decrease the optical objects: bright shades visually increase the object reduces the dark. This property is due to the brightness of colors. Yellow always affects the most vivid, then white, then red, green, blue and black.
? Yellow visually as it lifts surface. The red color is close to us, blue, and vice versa, is removed. The plane, painted in dark blue, purple and black colors, visually diminished and move downwards.
? The impact of color is largely dependent on: a lesser or greater color saturation, size, color patches, the distance and direction from which, affects the color. Color, which is located vertically perceived slight, diagonal - the dynamics, horizontal - sustainability. The voltage at the bottom of the colors - natural and sustainable composition. Above - histrionics situation, high blood pressure. Since any region - the volatility of the composition.
? Colors presented by the terms of increases and creates a plane moving forward, the impression is reinforced if it is yellow, red or orange circle. The square, painted in cool hues, by contrast, creates the impression of concavity and compression.
? The concentration of the active color in the upper right corner activates the composition, is increasing in size. Instead, the emphasis in the lower left corner of creating the illusion of passivity and visual compression, the movement back.
? If any of the below are dark in color and the top light, this solution produces a stable impression. The light tone down the impression of instability. (M. Platonov. "Effects of color on a man and his psyche).

One must consider how the color can be identified. Easier to other colors recognized by the red, then green, yellow and white. The main colors are the most difficult to recognize the blue and violet. This pattern of identification based on matching the colors signaling transport.

Color signatures on a consumer package shall conform to the entire combination of colors, but does not impair the opportunity to read.

The most successful packaging specialists consider the use of a yellow background in red and white, red, green, blue and black. All of the combinations of colors used to attract attention, but most apparent is the combination of red and yellow flowers. Red - the most aggressive among the flowers, the most brilliant, brilliant.
White color is used mainly as background, increasing the purity and expressiveness of a different color. On its own, white is neutral, nevyrazitelen not captures the eye and attracts attention as the color of the chromatic scale.

The light image on a dark background of the optically increase the dark on a light - are reduced, but the massive impact, a fuller and more visible.
Orange color is red and appears more yellow than the yellow background, where it turns red. Blue-green on green background looks more blue than the same color on a blue background, where it turns into green.

And finally a few words about color associations in advertising, according to a well-known advertising agency Walter Mergelayza.