When you think about the color brown, what’s the first thing you think about? Dirt, right? Dull as dirt, dirt poor, older than dirt. There are a thousand different negative connotations associated with dirt that make businesses seriously doubt the wisdom of using brown when they’re printing their seasonal marketing materials.
Especially in winter. I don’t know about you, but looking out the window right now all I see is a solid field of brown slush, leaf-less trees and dirty snow. Who really needs more brown when Mother Nature has already laid out this great palette for you?
But there’s a lot more to brown than boring old dirt. Brown exists abundantly in nature, making it a favorite when mixed with blues and greens among conservation organizations. Mix it up and it can make people think spring when there’s too much snow falling from the sky for anyone’s peace of mind.
The Psychology of Brown
Yes, there’s a certain amount of psychology used with the color brown, beyond the overwhelming urge to lock you
rself in the house and wait for the sun.
For years brown has been used to convey tradition, particularly when using siennas, and to represent stability, dependability and responsibility.
UPS picked brown for a reason.
Brown can be as dull as dirt, but it doesn’t have to be. Keep that in mind when you’re designing and printing marketing materials for your winter marketing campaign.