If an Image is Worth 1,000 Words, Then Color and Lighting Speak Volumes

Impact of color and lighting in brand imagery.

Color and lighting, while often overlooked in marketing processes, can actually have a huge impact on consumer behavior. For example, did you know that a red color palette will enhance feelings of passion and excitement, while violet tones tend to evoke a sense of ambition and luxury?

Depending on a brand’s ethos and ambitions, marketers who develop a deeper understanding of the psychological impact of color and lighting in their imagery can effectively “speak” to their consumers before a single word is read.

Check out this infographic from Jonathan Young Photography for a breakdown of how to effectively employ various color palettes and lighting techniques.

Infographic about impact of color and lighting in brand imagery.
Courtesy of Jonathan Young Photography

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