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.
