Best selling color is… warm?
Color psychology is the fundamental exploration of how colors create their influence over human emotions, attitudes, and behaviors. This knowledge creates immense power for advertisers and filmmakers seeking to mold perceptions and guide consumer and viewer actions. In this article, I will delve into the art of leveraging color palette schemes to elevate your commercial videos and films, compelling your audience to select your product and ideas.
Selecting Your Color Palette
A color palette, the combination of hues that conjure a harmonious and visually captivating impact, forms the cornerstone of your creative journey. Diverse types of color schemes, including monochromatic, analogous, complementary, triadic, and tetradic, each come with their distinct merits and drawbacks, contingent upon the message and ambiance you wish to convey. Take, for instance, the monochromatic scheme, which employs various shades of a single color, capable of instilling feelings of unity, simplicity, or elegance. Nonetheless, it can verge on tedium or lifelessness if not wielded with finesse.
In the realm of storytelling, colors serve several vital functions:
-Creating powerful psychological responses
-Directing attention towards important details
-Establishing the overall mood of the narrative
-Portraying character attributes
-Illustrating narrative developments or characters
Color holds the potential to narrate stories in the medium of film in commercials, but how exactly does it achieve this? What do individual colors signify or imply? And how can they be harmoniously blended to convey multi-layered messages? Let's delve deeper into the psychology of color theory.
MONOCHROMATIC COLOR SCHEME
A monochromatic color scheme revolves around a single color tint, serving as the foundation for all the shades and hues present in the image. The variation in color intensity is achieved by altering the saturation and/or brightness of the primary color. In this scheme, white and black consistently bookend the spectrum, representing the extremes for the chosen monochromatic color, ensuring a balanced and cohesive visual harmony. What you first think is black and white movie. Or Matrix where virtual world is portrayed in monochromic green.
IKEA - “FEEL ALIVE”
In this IKEA advertisement “Feel Alive”, monochromatic colors are deliberately employed to evoke sensations of monotony and tedium. This artistic choice serves to underscore the sometimes robotic and uneventful nature of work life. However, a striking change unfolds as the character subsequently enters a home filled with IKEA's furniture, where the colors transform into a warm and inviting palette. This transformation serves to convey contrast between the cold outside world and warm and inviting IKEA home. That’s the idea being sold using monochromatic colors in this ad.
COMPLEMENTARY COLOR SCHEME
Complementary color schemes are when two colors from opposite sides of the color wheel are used in conjunction with one another to form the color palettes.
In the realm of visual contrast and dramatic impact, complementary colors stand in stark opposition to one another on the color wheel. A classic example is the pairing of orange and blue, often employed as complementary colors in the color palettes of numerous blockbuster films.
The goal of complementary color palettes is to create a visual ‘life’ in the frame. Dueling colors are often associated with internal or external conflict. No matter the color selection, complementary colors combine warm and cool colors to produce a high-contrast, vibrant tension in the film or advertisement.
Wovo: The Eggie Revolution
Analyzing the Wovo brand launch campaign's commercial video, it's immediately evident that complementary colors play a significant role. In this campaign two contrasting colors are red and green. The deliberate choice of set design, costumes, and color grading effectively represents the brand's colors, which, in this campaign stands in contrast. Contrast symbolizes the idea that the personalities of various individuals are brought together by the same product. That these personalities would be in conflict otherwise, but the product makes them the same and now they are united.
Mail Shrimp (Mail Chimp)
Another illustrative example comes from the Mail Chimp campaign, known as "Mail Shrimp." In this particular campaign's commercial video, the combination of blue and orange is employed once more. However, in this instance, it isn't meant to depict a conflict; rather, it is used to establish a marked contrast between the background, the environment, and the central character of the commercial. When the manager makes an appearance, it's clear that he is not presented in contrasting colors, as he isn't the primary focus of the narrative.
TRIADIC COLOR SCHEME
A triadic color scheme is when three colors that are evenly spaced around the complementary color wheel are used in conjunction.
In a triadic color scheme, one color is deliberately selected to be the dominant hue, while the other two are employed in a complementary manner. This choice results in a balanced and harmonious composition. Triadic color schemes are not as prevalent as some other color schemes because they have the potential to create a vibrant and playful visual effect, sometimes bordering on a slightly cartoonish appearance.
The reason behind this distinct appearance lies in the equal spacing of the three selected colors on the color wheel. These colors tend to be quite different from each other, and their simultaneous use can create a striking and attention-grabbing impact. This scheme often appears lively and energetic, making it a fantastic choice for content that seeks to convey a sense of fun, excitement, or creativity.
Triadic color schemes can be especially effective in commercials and advertisements aimed at engaging and entertaining viewers. They lend themselves well to promoting products or services associated with playfulness, youthfulness, and a lively spirit. For instance, commercials for children's toys, amusement parks, or vibrant fashion brands often make use of triadic color schemes to capture the audience's attention and convey a sense of joy and enthusiasm.
It's essential to apply triadic color schemes thoughtfully and purposefully to ensure that the visual impact aligns with the intended message and brand identity. When used in the right context, these schemes can elevate the visual appeal and create memorable and engaging content.
The Upside of Uh-Ohs!
https://youtu.be/ZeGAmBy3DzE?si=C_Lmhyd3I5s3PwAc
Maaco implements triadic colors in their commercial “Uh-Ohs”. To portray a positive outlook.
Uh-Ohs can take many different forms, like dents, scratches, and chipped paint on your car. They're like life's little annoyances. But there's no need to get upset. In fact, it's quite the opposite! Just remember, when you run into one of these annoyances, just say, "I better go to Maaco," and carry on with your day. And Triadic color use in this commercial completely gives that positivity to the whole commercial that there is nothing really to worry about.
McDonald’s - Bean Bag Boom
Another Triadic example is in a McDonald's commercial where fun and humor is portrayed in a colorful manner.
USING COLOR AS A TOOL FOR GRABBING ATTENTION:
Color psychology is a concept that suggests colors can influence aspects such as attention, memory, emotion, and motivation. For instance, yellow can draw attention and activate curiosity, but it can also lead to fatigue or anxiety if overused. Similarly, blue can evoke trust and serenity, but it can also give off a cold and distant feeling if not balanced with warmer colors. When using color psychology principles for your ad campaigns, some general guidelines to follow are to use warm colors (red, orange, yellow) to create excitement and urgency or to stimulate appetite and impulse buying. Cool colors (blue, green, purple) should be used to generate relaxation, trust, or professionalism and promote creativity and loyalty. Neutral colors (white, black, gray, brown) should be used to create balance or contrast and convey authority and stability. Bright colors will attract attention and make you stand out from the crowd while dark colors will create depth and mystery and give off an air of elegance and luxury.
VEUVE CLICQUOT
Yellow is strategically employed in this commercial to establish a meaningful link between the various elements and the product, which happens to be champagne. The commercial artistically incorporates different yellow elements in a visually appealing manner to bridge the gap between the characters and the product. The Veuve Clicquot commercial exudes a stylish presentation that harmonizes seamlessly with the thematic world it conveys - a world infused with the warmth and radiance of sunshine.
IPHONE 14
https://youtu.be/tRPqGf8nc4g?si=zFz5TD4npLCliwnk
In the iPhone 14 commercial, the color red is strategically employed to highlight the camera's functionality. This advertisement prioritizes functionality over aesthetics, focusing on action and dynamic elements. The central character, our hero, the boy, is prominently featured in the color red, making them easily identifiable in the midst of fast-paced action and competition. Despite the shakiness, movement and competitors challenging our hero, we can effortlessly track our hero's race, thanks to the clear and early establishment of his presence in color red.
ANALOGOUS COLORS
Analogous colors refer to a trio of colors situated side by side on the color wheel, forming a harmonious combination like violet, red-violet, and red. When these neighboring colors are grouped together, we refer to it as an analogous color scheme. The central color within this trio is sometimes termed the "mother color" because it serves as the foundation for the other two.
Analogous color schemes excel in producing visually pleasing and soothing arrangements. For instance, blue can seamlessly blend with both teal and green, creating a serene and comfortable design. These schemes typically exhibit excellent compatibility, often mirroring the serene and harmonious color combinations found abundantly in nature.
BOLT - Feels Like Home
https://youtu.be/thAzamfNzkk?si=J90qKE2J6suohZAq
In the Bolt commercial, a deliberate choice of analogous colors is made to serve a particular purpose. These colors are strategically employed to convey a powerful message about how Bolt connects individuals to the city and evokes a sense of being at home. The concept of "home" universally resonates as a place of harmony and tranquility, a sanctuary where one finds comfort and repose.
The selection of analogous colors in this commercial is more than mere aesthetics; it's a storytelling tool. The harmonious blend of these colors mirrors the idea of feeling at ease and secure in a bustling urban environment. It imbues viewers with a sense of serenity and engenders soft, positive emotions.
CONCLUSION
In conclusion, color psychology is a potent tool in the realm of advertising and filmmaking. It provides the means to shape human emotions, attitudes, and behaviors by harnessing the intrinsic power of colors. Throughout this article, we've explored the art of utilizing color psychology to enhance commercial videos and films, ultimately compelling the audience to embrace your product or message.
The foundation of this creative journey lies in the selection of a color palette. Various color schemes, such as monochromatic, analogous, complementary, and triadic, each offer distinct advantages and drawbacks, enabling you to communicate your desired message effectively. Whether you seek unity, simplicity, contrast, or vibrancy, color schemes can be thoughtfully chosen to align with your narrative and branding.
These color schemes serve pivotal functions in storytelling, invoking psychological responses, directing attention, establishing mood, portraying character attributes, and illustrating narrative developments. Colors are not just a visual element; they are an integral part of your storytelling arsenal.
Monochromatic color schemes, like the one seen in the IKEA advertisement "Feel Alive," can express the transformation from monotony to warmth and vitality. Complementary colors, as demonstrated in the Mail Chimp and Wovo brand campaigns, excel at creating contrast and emphasizing unity in the face of challenge. Triadic color schemes, such as the one used in the Maaco "Uh-Ohs" commercial, can infuse positivity and vibrancy into the narrative.
Furthermore, color psychology reveals that colors can influence attention, memory, emotion, and motivation. It highlights how different colors evoke various psychological responses and can be harnessed to create an impact. Whether it's using warm colors to incite excitement or cool colors to promote trust and relaxation, the choice of colors can significantly affect the effectiveness of your message.
In the end, colors are not just visual elements; they are powerful tools that can be strategically wielded to engage and influence your audience, making your message or product stand out in a crowded and competitive landscape. By understanding and applying the principles of color psychology, you can leave a lasting impression on your viewers and compel them to take action.
