About Michael Meadows Creative

Michael Meadows Creative has been in business for over 18 years, providing our clients with on-target creative messages that set them apart from their competition. Contact us if you want that next big idea to be for you.

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Tuesday
Aug062013

Why Color is Important 

If we were all like dogs, color would not be an important part of our lives. We would all be driving grey cars, watching black and white television, and Apple would have no reason to develop a color computer monitor. Grey or black suits and little black dresses would be de rigueur for all cocktail parties. Maybe smell-o-vision would have been a big hit. But since we are most fortunate to see the world in a wide spectrum of color, how it’s used to sell your product or service can be the difference between getting the attention it needs to thrive in the marketplace, or dying on the vine, like a shriveled grey tomato. 

Here’s a few statistics:

  • According to the Seoul International Color Expo which documents the yin and yang of color and marketing, 92.6% of the respondents to their research found that how the product looked was the most important. 
  • And color accounted for 84.7% of the respondents that thought color is important in more than half of the various factors in picking one product over another. 
  • The Institute of Color Research found that judgments about a person or product were made on a subconscious level in 90 seconds and 62% is based on color alone. 
  • According to a University of Loyola, Maryland study, 80% of brand recognition is attributable to color alone. 
  • Color has been found by psychology studies to increase memory of scenes. Color acts as an extra tab of memory in the mental folders of our lives around us. This is from the American Psychological Association report “The Contributions of Color to Recognition Memory for Natural Scenes”. 
  • In the report “Color for Impact” by Strathmoor Press, color in advertising increases readership by up to 42% over ads that are produced in black and white. 
  • And comprehension was found to is increase by 73%, according to the article “The Power of Color” in the Successful Meetings, June of ’92 publication.

And in research conducted by the Xerox Corporation: 

  • 92% of the respondents think color equals great quality
  • 90%  of respondents expressed that color can be helpful in getting new customers
  • 90% of respondents felt that customers would recall presentations and documents more fully when in color
  • 83% of respondents believed that color equals success
  • 81% of respondents think color sets them ahead of the competition
  • 76% of respondents held the opinion that color gives a larger business presence to clients

I could go on and on with statistics, factoids and marketing anecdotes, but I’m sure you get the point. In the world of graphic design, advertising and public relations, color can be a useful tool that puts you in front of the competition, or relegates you to the lower shelves. So, when an art director or designer picks out a color combination, it’s not based on a whim or their mood. It's based on what will work best for the specific needs of the project to get your product or service the attention it deserves to withstand the constant winds of competition. That’s why you will never hear the question “Do you have a favorite color you want to use?” at Michael Meadows Creative. Color is a powerful tool that can’t be taken lightly in today’s marketplace. It has to be lassoed, corralled and tamed to plow the fields of creativity in order to bring in a bountiful harvest of profits for our clients. And that’s the bottom line on color.