- Red: associated with danger, passion, anger, excitement, speed, and love. The most powerful color and attractive to all audiences, also known to stimulate appetite. Use in moderation.
- Orange: associated with vitality, happiness. Not as overpowering as red and it energetic, inviting and friendly (it’s a great color for a call to action button.)
- Yellow: Associated with humor, sunshine, optimism, energy. Touches of yellow can capture a viewer’s attention and it’s even more energetic than orange and red and should be used judiciously – too much yellow is irritating to a viewer’s eyes because it reflects the most light of any color.
- Green: Associated with health, freshness, wealth, the environment, growth, nurturing, and new beginnings. It’s the easiest color on the eyes.
- Blue: Associated with safety, trust, clarity, serenity, intellect, formality, elegance, truth, refreshment, coldness, masculinity.
- Purple: Associated with luxury, royalty, extravagance, wisdom, magic, ambition, femininity, and creativity. It has a soothing, calming effect on a viewer.
- Pink: Associated with love, sweetness, femininity, and babies. The most feminine color.
- Black: Associated with exclusivity, evil, mystery, power, prestige, grief, and formality. It’s traditional, and corporate and black text on a white background is the most readable color combination.
- White: Associated with purity, cleanliness, modernity, sterility, simplicity, honesty, innocence, virginity, goodness.
- Brown: Associated with nature, wood, leather, and humility. Balances out stronger colors, and good for background colors and textures.
- Gray: Associated with neutrality and practicality. When used as a background it intensifies other colors.
Finally, when designing your ads, make sure you’re designing in RGB color mode. Your banner ad is only ever going to be displayed on-screen.
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