In advertising communication, symbols are used to guide the target audience. The term “symbol” originates from the Greek word sumbolo, which means “I unite.” Depending on the context, symbols convey both “what exists” and “what does not exist.” For instance, a cross identifies “those who are Christians” while simultaneously distinguishing “those who are not.” Colors are extensively utilized in advertisements to achieve this purpose. To analyze the meanings conveyed by colors in advertising messages, it is essential to understand the color’s category or group.

Colors resonate with an individual’s inner world and evoke emotions.

For example, when we feel distressed, we often wear blue. Blue symbolizes the sky, wide horizons, and the sea. It represents infinity, tranquility, and calmness.

In the example of a water advertisement, the visual predominantly uses blue and white colors. The advertising message conveys associations with being “healthy,” “natural,” and “pure.”

Similarly, green, which is also associated with the “water” group, is categorized as a “cool” color. However, it evokes a sense of being “in nature,” offering calmness, inner peace, and instilling hope.

In the example below, a herbal tea advertisement employs messages related to “health,” “renewal,” “healing,” “balance,” “naturalness,” and “lightness,” as reflected in the visual communication.

Yellow, the symbol of light, vitality, life, and warmth, is frequently used in advertising communication. As part of the air group, yellow represents the sun and exudes energy.

In the example below, the iced tea advertisement conveys messages of “vitality,” “enthusiasm,” “energy,” and “attention-grabbing” through its visual presentation.

White, belonging to the air group, symbolizes purity and cleanliness. For this reason, white is predominantly used in contexts related to health. Formed by the combination of all colors, white is considered a symbol of innocence in religious beliefs.

In the dishwashing detergent advertisement below, the product communicates messages of “cleanliness,” “purity,” and “stability.”

The color red is associated with vitality and dynamism. Physically, red signifies energy and liveliness. It stimulates appetite, which is why many food companies worldwide use red in their advertising messages.

The color purple has long been considered the pinnacle of power and luxury. It is often associated with high social classes and royalty, as members of palaces were frequently adorned in purple. The jewelry accessory advertisement below conveys messages of “elegance,” “prestige,” “mystery,” and “splendor.”

Brown is the color of realism, structure, and organization. It has an energizing effect on people, encouraging them to act more quickly.

Navy blue symbolizes infinity, authority, and efficiency. This is why more than half of the companies worldwide use navy blue in their logos.

Sources:

• The Effects of Colors on Human Psychology (Tuna, 2007:95)
• François Delamarre; Bernard Guineau, Colors and Their Materials, Istanbul, YKY Publications, 2007, p. 129.