Marketing with Displays: Color Theory

There's a reason most published material is done on a white background. White is often considered a non-color and provides negative space. Black on white looks clean and practical, while pink looks youthful and red looks exciting. There really isn't a color that doesn't work on white. That said, silver can begin to look diminished by white, while gold stands out. Clear is included in this family and tends to go well with most colors.

Grey

Traditional, Serious, Sleek, Balanced

This neutral background pretty much disappears--you guessed it--into the background. Grey is a solid base that redirects attention to bolder colors, especially along the orange to red spectrum. Yellow gold gains new life on grey. Brighter hues look bold and stunning on grey, while paler versions give a softer ambience.

Black

Authority, Sophistication, Elegance, Mysterious, Depth, Gloom

Black is a classic color for displaying all metal tones, especially silver and gold. The dichotomy of light and dark draws your eye to the piece without even realizing what the color is doing. Black with white designs attract attention as poised and authoritative in their sophistication. Black is a good choice for most primary colors, but some grey metal tones such as gunmetal can start to disappear.

Ivory / Cream

Warmth, Mellow, Timeworn

When pure white is too bright, go with ivory, cream or off-white. Ivory-colored displays soften edges, provide a muted, neutral background for earthy palettes and complement gold, rose gold and warm colors like yellow, peach and coral. This color is a gentle contrast on the eyes, rather than the starkness of white or black.

Brown

Solid, Dependable and Earthy

Brown and wooden displays are great for nature-inspired designs and materials including wood, hemp, pearls, etc. White and colors found in nature, such as the spectrum from blue to green, really pop against a brown display. Paired with pink, a color associated with femininity and tenderness, brown becomes a romantic hue. The brown spectrum also includes natural, tan and camel. These are more neutral and direct attention to brighter hues such as purple or turquoise. Deeper browns on these lighter hues look stunning with an earthy appearance that doesn't overwhelm, confident in its practical-yet-understated appeal. Gold looks great on darker hues but may disappear on tans.

Pink

Sweetness, Youth, Romance, Love

Pink is associated with all things romantic and feminine. Pair it with white for a playful and innocent look. Pastels take on a floral or springtime feel when displayed on light pink, whereas black and dark colors pop against brighter shades. Depending on its warmth or coolness, pink looks great with silver or gold tones, but rose gold and copper may blend in too much.

Red

Passion, Boldness, Love, Life, Warning

Both black and white stand out strongly on red, but the message in these two color combos is drastically different. Red is naturally an intense color associated with boldness, while black is one of authority and elegance. Put red and black together for a seductive or powerful tone. White is often a signifier of youth or purity. Pairing red and white adds a more playful appearance, yet still retains a classy look. Blue tends to stand out on red as well--especially handy for patriotic themes.

Green

Nature, Optimism, Growth, Wealth, Luck

Everyone knows red stands out from green, but if you're not doing Christmas sales, it could send the wrong message. Try a similarly bold color instead: orange. This color is associated with energy and ambition or new beginnings. Think of how perfect oranges and peaches look against green foliage. It still offers a natural vibe while adding a little intrigue. Green works with all colors found in nature: green and pink for a floral or feminine appearance; green and brown for a more robust or woodsy look; green and blue for a relaxing, almost tropical, vibe. Natural materials look especially at home on green.

Blue

Tranquility, Honor, Calm