Colors & Event Marketing: Be Strategic

When it comes to marketing, branding plays a pivotal part in the recognition of a:  name, slogan, sign, symbol, design, event ambiance...or a combination of all of the above. This differentiator is more than simply a look, it's a feel, an attitude, a means of communication, and a way of doing business...it's philosophy. In the event space, you see this well executed at mainstays like SXSW, Expo West, and Art Basel. It’s what you communicate, HOW you communicate, and what platforms you utilize and leverage.

Events often have hundreds of details, but for proper branding, every detail must be considered. And that applies to what colors are used. When it comes to color schemes, they must remain consistent with your brand as colors communicate a specific psychological and emotional sentiment. This qualitative metric is difficult to measure, but it doesn't diminish the reality that each color conveys a specific message and feeling.

Think about the type of product, service, or event that you are promoting. What's its desired image? What nostalgic memory is it seeking to evoke? Consider your target audience and the demographics you are trying to reach--what do they like? Would vivid colors be more suitable than quiet pastels? Would red simply not convey the personality of your company or event as well as a more serene blue?

It may serve you well to research a bit to learn what kinds of colors appeal to (or repel) people who are seeking the kinds of goods or services that you offer.

Below are a few commonly used colors for brands...and their underlying messages:

Yellow--Highly tide to optimism, clarity, and warmth.

Orange--Logos and products are associated with friendly, cheerful confidence.

Red--Is considered to be youthful, bold, and exciting.

Purple--Is most associated with royalty, wisdom, imagination, and creativity.

Blue--Is used to convey trust, dependability, and strength.

Green--Provides growth, health, and strength.

White--Communicates balance, neutrality, and calmness.