Our world is rich with color – in nature, in our homes and offices, in our clothing, in the visual images on our computer screens and personal communication devices, and in the printed materials we read. Not so long ago using full color in business printing added expense and time to production.
Not anymore. Digital printing devices have dramatically changed the economics of full color printing, leading to expanded use of color in branding, advertising, and printed products. This change means that business owners and marketing executives need to understand the psychology of color and how it can be used to influence buyer behavior.
What is Color?
Color results from energy waves grouped together in a color spectrum.