Screenhead

Under Consideration’s Speak Up blog has done an interesting (albeit non-scientific) analysis of the colors appearing in posters for the top-grossing movies in each rating. Basically, the more adult the rating, the darker the poster. Not entirely surprising, but think about the relative lack of black as a color in most advertisements, which tend to use lighter (i.e., “happier”) colors. Ads featured on the Ads of the World website (devoted to spotlighting particularly interesting or successful ads from around the world) seem to be dominated by light colors at least 80% of the time. And why? Because light colors make us think about sunlight and nice weather.

Naturally, lighter, more comedic fare tends to have brighter colors in their posters. Animated films like Shrek, Toy Story, and Monsters, Inc., use bright greens and blues and even white (which is surprisingly rare here), while “mature” films like Crash and Showgirls (I shudder to call Showgirls “mature,” but you know what I mean) are dominated by black and red. Black, as it happens, is the most common color on the posters, probably because a black background provides high contrast and visibility even from long distances, but red (especially darker maroons) seems particularly prevalent in NC-17 posters. Why red? Undoubtedly it has to do with its association with blood, injury, and violence.

None of this is particularly surprising, of course. Scientists have been telling us for years that color triggers immediate, subconscious reactions in us. But it is interesting to see it broken down scientifically like this (the author, Armin, gives us spectral analysis and everything). And it also opens up avenues for studios and producers to play against type by using unexpected colors in their posters. After all, advertising is all about standing out from the crowd.

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