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Quicken Loans Ad (2019)

UX Triggers
Published: January 8, 2019

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Industry: Advertising & PR
Tags: #Digital Ad

Dominant Color Group: Primary (48%)

Primary colors: red, yellow, blue

Temperature: 53% Warm Colors

Warm colors are yellow-green, yellow, orange-yellow, orange, red-orange, red

Warm colors tend to appear more active and arouse, or stimulate, the viewer. They seem to move toward the viewer or appear closer, or larger, than cool colors.

Color Schemes

Complimentary

If you've picked a dominant color and you're looking to create contrast, pick a color directly across the wheel for a complementary scheme. The two colors will intensify each other for a lively, vibrant scheme.

Analogous

A group of three colors that are next to each other on the color wheel, sharing a common color, with one being the dominant color, which tends to be a primary or secondary color, and a tertiary. Also called Dominance Harmony.

Color Psychology

Red Psychology

Positive: action, energy and speed, attention-getting, assertive and confident, energizing, stimulating, exciting, powerful, passionate, stimulating and driven, courageous and strong, spontaneous and determined

Negative: aggressive and domineering, over-bearing, tiring, angry and quick-tempered, ruthless, fearful and intolerant, rebellious and obstinate, resentful, violent and brutal.

The color red causes people to react with greater speed and force. source

Viewing red prior to a strength test inhibits motor output. source

One study discovered that participants showed more cautious behavior in a web-based game when the focal stimuli were colored red (versus blue). These findings demonstrate that variations in the color design of a computerized environment affect risk taking: Red color leads to more conservative choices and behaviors. Source

The color red distorts time perception in men, but not women.  source

Research has shown that with some nonhuman primates, red is associated with greater sexual attractiveness of females, and recent studies found that a woman with red clothes increases attraction behavior in men. source

Eastern: luck, prosperity, happiness, long life, fertility, power
Some Africa: mourning

Brown Psychology

Positive: down-to-earth, wholesome, practical, approachable, friendly, stable, structured, supportive, comforting, reliable, protective, strength, quietly confident, sensual, sensitive, warm, reassured, honest, sincere, quality

Negative: dull, boring, frugal, materialistic, lack of humor, lack of sophistication, predictable, cheap and stingy

Eastern: earth, mourning

Blue Psychology

Positive: loyalty, trust and integrity, tactful, reliability and responsibility, conservatism and perseverance, caring and concern, idealistic and orderly, authority, devotion and contemplation, peaceful and calm

Negative: being rigid, deceitful and spiteful, depressed and sad, too passive, self-righteous, superstitious and emotionally unstable, too conservative and old-fashioned, predictable and weak, unforgiving, aloof and frigid

Blue: Creates trust - used by financial institutions such as banks
Navy blue: Cheaper - selling to price-sensitive
Royal blue: Urgency - selling to impulse buyers

Eastern: immortality, life, feminine
Middle East: protection
Mexico: mourning

Green Psychology

Positive: growth and vitality, renewal and restoration, self-reliance, reliability and dependability, being tactful, emotionally balanced and calm, nature lover and family oriented, practical and down to earth, sympathetic, compassionate and nurturing, generous, kind and loyal with a high moral sense, adaptable, encourages 'social joining' of clubs and other groups, a need to belong.

Negative: being possessive and materialistic, indifferent and over-cautious, envious, selfish, greedy and miserly, devious with money, inconsiderate, inexperienced, a hypochondriac and a do-gooder.

Studies suggest that green labels increase perceived healthfulness, especially among consumers who place high importance on healthy eating. Source

Easy, calm - used to relax people

Eastern: birth, hope, new beginnings, youth, immortality, fertility
Middle East: Islam, strength, luck, fertility, prestige

Africa: corruption

South America: death

Red Violet Psychology

A tertiary color created by the combination of red and violet.

Positive: universal harmony and love, emotional balance, helps our spirit soar, spiritual yet practical, encourages common sense, loving, compassionate, supportive and kind, imaginative, innovative, creative and artistic, non-conformist, negotiator

Negative: impulsive, domineering, impatient, intolerant, avoids challenges, too relaxing, feeling disconnected to others, can be bossy and demanding

Golden Ratio

The Golden Ratio, or Fibonacci Sequence, describes the perfectly symmetrical relationship between two proportions. Although not always used consciously in design, our brain subconsciously perceives structures following this formula as more intuitive or more attractive.

Quicken Loans Ad (2019) | Golden Ratio
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