Skip to main content

Factors that improve your ad designs: Color and contrast

By September 20, 2022No Comments

“Design is the silent ambassador of your brand” – Paul Rand

In the world of marketing, design can set you apart from the competition. Understanding how to create a good ad design can boost your conversion rate, which translates to more leads and sales.

The importance of good design

The digital space is cluttered with loads of information which leads to audience inattention. The first few seconds are the most crucial part of capturing your audience’s attention. The average attention span of a typical consumer is eight seconds, so within that short period, you should communicate your message.

Given such limited time, do you think that’s impossible? It’s not. Within a few seconds, you can catch your audience’s attention through a good ad design.

This blog post will provide the knowledge to help you on your design journey, starting with color and contrast.

Color and contrast

Color is a critical factor in every graphic design. It helps create mood, emphasize, organize, and establish hierarchy. Overall, it adds visual interest. With the crowded digital space, color, when used correctly, helps you stand out.

Set the right mood

Have you ever wondered why fast food restaurants usually use red and yellow colors? This color choice is not by accident. Every color has an impact on us psychologically.

Red triggers appetite, while yellow triggers happiness. Both colors also elevate customers’ heart rate and blood pressure, making them eat faster and then leave. Overall, color plays an influential role in setting up our emotions. That’s why picking the right color scheme for your design is crucial in influencing how you want your audience to act and react to the message you are communicating.

Create emphasis to influence action

Designers also use color to grab our attention. However, a shift in color affects our focus of attention. The more contrasting the change, the more visually dragging it becomes. You can take advantage of this when you want an element in your design to stand out.

Better organization of color evokes a response from your audience

Selecting the right colors can help make your material/presentation look presentable and clean. You likely have important information you’d like to get across to your audience, and chaotic color choices can hinder your ability to do so.

However, that’s not to say there isn’t the time and place for chaotic choices, depending on your goals.

Visual hierarchy using colors

Visual Hierarchy defines the sequence and importance of elements in a composition. Since people are more attracted to brighter colors than soft colors, it affects the order of how the audience views the material.

Be sure to place your brighter colors in places you would want to attract your reader and ensure the message is compelling and will evoke a response from your reader.

Color your way to better engagement and audience engagement

Good graphic design uses colors to attract the audience’s attention. Choosing the right colors and knowing how to use them are essential to creating an effective and engaging advertisement.

Simple research about color choices goes a long way. To promote better engagement and ensure your call to action is effective, spend time choosing your colors wisely.

Looking for a healthcare marketing firm to help you improve your ad design and performance? We’d love to help.

You can also check out our design portfolio.

Casey Frushour

Author Casey Frushour

Casey is Senior Director of Creative Services for Clarity Quest where he puts his love of puzzles and challenges to the test every day bringing ideas and brands to life in award-winning designs. To learn more about Casey's experiences and qualifications, visit our leadership team page.

More posts by Casey Frushour