Black and White in Marketing – Color Psychology
At the two most extreme ends of the color spectrum are black and white! While many logos include these colors in their branding, there are some that utilize the two colors exclusively.
White often represents innocence, purity, and new beginnings. Black, on the other hand, can be seen as conservative or intimidating, but it is also often associated with sophistication, luxury, confidence, and strength.
While all print and media advertisements used to be black and white back in the day, using other colors really do make ads pop more. That said, a study in an article from the University of Chicago Press found that, “Black-and-white images can lead consumers to focus on the abstract, essential, and defining components of a product. In contrast, color images can draw attention to the concrete, sometimes unimportant and idiosyncratic features of the product”.
However, sometimes black and white is just right for the brand. Not only are black and white logos more easily formatted to any and all branding projects because any other color goes well with black and white. Many brands use black and white along with one other color to make their brand pop, like Netflix. Netflix utilizes a red background with white text with a shadow of black to make their lettering pop.
Although the world of advertising began in black and white, these colors are the most versatile colors of them all because they go with every other color out there!
Want your branding to tell the story of your company? Our team at Artitudes has vast experience with logo design and branding. Contact us today!
If you’d like to read more about color psychology, read our blogs about the color green, red, blue, yellow, purple, orange, pink, brown, gray, multicolored, and March Madness by team colors. Look for more color psychology blogs coming soon.
Sources: http://www.empower-yourself-with-color-psychology.com/color-black.html, http://www.empower-yourself-with-color-psychology.com/color-white.html, http://press.uchicago.edu/pressReleases/2015/January/150127_JCR_black_and_white_advertising.html