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20 Jan 2021

Even if people don’t think too hard about the colours they prefer, they are subconsciously programmed to associate certain colours with specific situations and emotions: and this is true for adults all over the globe. Think of brands that are famously attached to or associated with certain colors: John Deere, for example, and what is typically called “John Deere green.”. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. Companies that use blue: American Express, IBM, GAP and HP. It is an excellent colour to form the basis of marketing material for companies concerned with the environment or financial matters. Effective marketing is marketing that gets the attention of the viewer. From that moment forward, the colors alone can help to do your job for you, just like what happens when I spot a certain green in the distance and suddenly start to crave coffee and an overpriced breakfast sandwich. Each color elicits an emotional response. The color of a brand logo activates related color associations (e.g., reliable, intelligent, corporate), which contribute to the perception of a brand’s personality (e.g., competent). As shown in the research linked above, colors also play a part in motivating an audience to take the next step and become customers. It has huge psychological and physical effects on viewers and is widely used in marketing. But that might seem like a one-off to you. It's a color that can bring calmness, stability and trust. Since the color is an integral element of corporate and marketing communications it is important to understand those differences and make necessary adjustments in order to induce desired moods and emotions, which in turn, will help influencing consumers’ perceptions and behavior. You can use white to suggest simplicity in high-tech products. People notice color. But marketers spend a lot of time thinking about this important element. Red is a top choice for consumer motivation, in almost all markets. Whereas the warm colours are all on the right hand side such as the reds and yellow. So much so, in fact, that some marketing experts say it may be the defining factor in what makes your marketing effective. Evolutionary theories believe that early man learnt to associate red with danger: blood, uncooked meat, or the red face of an aggressive adversary. There is nothing more staid than the non-colours: black and white, and all of those greys in between. Red because it pushes urgency on the buyer, green because it’s soothing and gently guides buyers to make a decision, and a firey yellow-orange because it creates a feeling of warmth and happiness. Understandably, that creates a conundrum for marketers. Best known for her creative visuals and viral content ideas, Ayesha’s work has been featured on blogs such as Entrepreneur.com, Smashing Magazine, Icons8, Hubspot and more. As a matter of fact, color advertisements versus black and white ads can demonstrate the appeal clearly. Colors play a great role in bringing about certain responses from consumers. Why Color Matters Real facts about how color increases brand recognition, helps memory, and more. Branding and advertising agencies think long and hard about colour before they choose what to use in a brand development programme or advertising campaign. It’s often used as a palette for a call to action – on Amazon’s website, for example, the retail giant uses orange for the search function, as a highlight for the shopping cart, and for the checkout button. In other words, the right (or wrong) colors can influence a consumer’s actions. Color helps brands to stand out, show their real value and help people understand what they are all about. If you visit the Starbucks website, the very first thing you see is a band of that inimitable green at the very top of the page. A few years ago, Entrepreneur published an article on the psychology of color and the misconceptions around color, branding, and color persuasion. Amazon is a good demonstrative example of how to use color effectively while exercising restraint. Orange is considered a friendly, warm, exciting color. Advertising agencies make it their business to understand the psychology of colour to enable them to use it persuasively in their designs. It’s a pretty obvious point to make: if you’re walking by a store, for example, a big red-on-white “Sale!” sign is much more likely to jump out at you than, say, a red-on-green sign saying the same thing. Here’s the rundown on the messages that different colours send out and how best to use them in marketing campaigns. Ultimately, the colors you choose can not only make a difference in how much attention you get to begin with but in the conversion success rate of your marketing materials. And how can you get – and keep – the attention of your potential clients? If your company sells multiple color variants of the same product, then, it’s wise to keep track of which color sells better. Color is a strong non-verbal form of communication used by marketers to help evoke an emotion. Now we understand the basics of colour theory we can start to explore the use of colours in marketing and advertising. For example, everyone knows that red signals danger and that people automatically react to a red warning sign to avoid the hazard. We are surrounded by a plethora of content (websites and apps) that demand our attention. Follow her on Twitter at @AyeshaAmbreen, He is the owner of jeffbullas.com. Black is the color of sophistication, seriousness, and independence.It's a reserved color and is perfect for high contract and legibility in design. That winning color or color combination could then effectively be used in marketing, since it’s been proven to be popular, and your consumer is already likely more familiar with it. You might’ve noticed that some brands use red for ‘order now’ buttons or for their packaging as a way to stand out on the shelf. Forbes calls him a top influencer of Chief Marketing Officers and the world's top social marketing talent. But another big factor that plays into overall marketing effectiveness is the colors that you choose. The study found that while people typically form the first impression about a product in fewer than 90 seconds (more recent research claims it might be in as little as 7 seconds). Explore the meanings of colors. And sometimes there’s just no accounting for taste, whether good, bad, or indifferent. One of the biggest factors in marketing that works to retain attention is the effective use of color. Purple is a bright color, and it’s complementary with yellow-green and analogous with pinks and blues. But building up the relationship … Apple, one of the most popular brands in the world, uses white for its primary branding to relay information and make products stand out from the crowd with a sense of transparency and cleanliness. Guest author: Ayesha Ambreen is a creative content strategist, featured graphic designer and a blogger. Orange is another popular color in marketing, as it also tends to get attention. It’s an important field of study to consider when creating marketing assets, building a new business, or rebranding an existing one. Correctly harnessing the psychology of colour in advertising is a very powerful tool:  when an advert has the right colour to match the services or products on offer, and one which simultaneously appeals to the correct target market, the advert will form the basis of a successful marketing campaign. Sometimes, brand color choices are based on other things, like the psychology behind how we react to colors. But building up the relationship between a color and a brand also can be highly motivational. We can see examples of this in a variety of settings. In an ocean of content marketing, color can help yours stand out.. It’s what gets your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do. More about color and marketing: Color & Usability Matters How color is used functionally in the world today. Does your gut instinct say go ahead with your savings plan or do you feel a little uneasy by the wishy-washy decor? There’s a reason why neon “Eat Here!”signs are usually in red. You may think that you have a single favourite colour but in fact you probably have several: your preferred colour will always depend on a specific situation. They are what gets the audience to read, listen, discover, feel, see and do what they want to do afterwards. And this knowledge has been harnessed all too well in marketing psychology by designers and marketers alike. Palette choice is influenced by the psychology of color for the best effect. So here you are, trying to put together a stunning banner that will measure up to your client’s expectations, outshine the big … If you plaster bright colors all over every piece of marketing that you have, it will have exactly the same effect as mixing your marketing in with that of every other company. That’s simply because the psychology of colors is really based on preference. Marketers and graphic designers have long known that color plays a major role in the success of any marketing campaign. Imagine visiting a new bank which you’re thinking of entrusting your savings to and finding the building decorated in soft pastel yellows and pinks. Red can also trigger danger so you want to use the color sparingly. It also signifies playfulness, amusement, curiosity and happiness making it an ideal colour choice for advertising children’s activities. And this is why it’s important for us to know which colors trigger which associations. While red signifies danger it can be used to good effect in marketing campaigns which need to evoke strong emotions. Even if there’s no hard and fast rule about how every single person will react to your pastel blue and forest green color scheme, there’s still enough data available to give you a fairly good idea. Brown is rarely seen as an exciting colour. Black, greys and white. So colors should definitely be a main concern when putting together your marketing. Or what about Starbucks? However a stronger and darker pink has the potential to hold its own against other traditionally non-corporate colours such as yellow, orange and purple. Color can often be the sole reason someone purchases a product. And that’s true. As we demonstrated with the example of Starbucks above, color can increase the recognition of a brand, and therefore its familiarity. Up to 80% of consumers believe that colors help to. The importance of color in marketing. And that’s just considering online content! Two 'red' brands in particular stand out in their sectors – although the first is perhaps the world's most instantly recognised brand in any sector. Inc.com has him on the list of 20 digital marketing experts to follow on Twitter. If you’ve spent any time on the internet, the answer is probably somewhere between “thirty-something” and “far too much” – there’s a reason for it. Color Meanings in Business. And it can affect the way a consumer acts. Red Psychology of Colour: Red’s Effects. Understanding color meanings in business is essential when you are establishing a business profile. Color has been known to have a powerful psychological impacton people’s behavior and decisions. Entrepreneur lists him among 50 online marketing influencers to watch. But does that mean that red is never to be used in an advert? Very basically, however, research indicates that we as a species tend to respond to certain colors in certain ways. Colors, therefore send different messages to consumers and can encourage them to make purchases or to follow a certain company. Purple is associated with luxury, royalty, dreams, mystery and elegance. In marketing and branding, color psychology is focused on how colors impact consumers’ impressions of a brand and whether or not they persuade consumers to consider specific brands or make a purchase. Nothing will stand out, and nothing will get attention. While it isn’t all decked out in that color, it is repeated often enough that it both reinforces the color as a brand ambassador, and identifies the account with the brand. Color is a vital part of attracting attention to marketing efforts. When you use white in your logo or marketing materials, you’re telling people you have nothing to hide. From usability to readability, color is very important in content marketing. Red is a colour that dominates. Yellow or green on white: The combination of light text and a light background may prove hard to read, with grey or black proving better pairings for a white background. Excerpt: Leveraging the psychology of color is critical for developing winning marketing campaigns and creating the most persuasive brands. How can you make your own marketing stand out from the crowd or how do you increase your website engagement with all the competition out there? The power of color is often underestimated by consumers. According to color psychology and marketing research, red, green and a shade of orangey yellow perform best for call to action buttons. The Meanings of Colors Happy yellow and sad blue! (Don’t make your site green and purple unless you have designs on Gotham City.) Coloured text, and a textured background: Coloured text placed directly on a background that is textured will render it unreadable. In the home, most people automatically choose a colour scheme to suit each room. There is no point in fighting against the subconscious messages that colours send out. Coke has made red its signature colour . Connect with us for a free, no obligation consultation. If you look on the left of the wheel this is where all the cool colours are such as the blues and greens. When designing packaging, fashion, a websiteÖwhatever it may beÖmany times the designer may select the … Color for E-Commerce Tips for designing successful sites I know I keep harping on about Starbucks green, but that’s a well-demonstrated example of how color works as a brand-related motivational force for consumers. It will always be associated with femininity at a subconscious level making it a hard colour to use in advertising if the target market is anything but female. Our experts will help you prioritize your marketing efforts and re-imagine what’s possible for your brand. So it often gets used on sites with lots of white and black as a stand-out splash for branding, menu items or conversion elements. Advertising agencies must harness the right colour for each campaign which must be perfectly in tune with the products being sold, and with the customers it wants to attract. These associations can help to motivate emotional responses that can result in sales, brand loyalty, conversion, and lifetime value . It can even stimulate appetite, which is why we often see it used in branding and marketing centered around food. If you want your viewer to take action right now, a judicious use of red is a good choice. So color choice can be effective on multiple levels. In general, color schemes can be pooled into three categories: warm, cool, and black … This fact is illustrated by the sheer amount of research that has been done on colors in marketing. Blue is a colour which arouses trust in the viewer. Professional WordPress Design & Development, Professional E-commerce Website Design & Development. It is also associated with reliability, safety, stability, honesty and freshness. Black. By carefully selecting the appropriate colour, an advert can send out a powerful message to the viewer even before they have had time to read and understand what the advert is promoting. In color psychology, red is the most intense color. As shown in the research linked above, colors also play a part in motivating an audience to take the next step and become customers. The coffee chain giant is a classic example of across-the-board color marketing. While purple isn’t really so different to dark blue, it sends out a whole new subconscious message to the viewer: it’s got the snazzy and daring edge on navy. Some daring marketing campaigns may use a monochrome design purely to stand out from the colourful adverts of its competitors. The psychology of color is incredibly important for marketers and advertisers to understand. Let’s take a look at how colors in marketing can be used and the design principles that go into choosing a color palette. Far from it, however as with all colours, an advert must be created with careful use of colour to ensure it sends out a positive subconscious message – one that is appropriate to what the company is selling and also to the target market. Red is a top choice for consumer motivation, in almost all markets. It can help you to get attention, to promote a good first impression, and to draw the viewer into a deeper engagement. How many individual pieces of content marketing have you seen so far today? The color red is one of the three primary colors and is the most visible color in daylight for humans. Color choice is an integral part of marketing. Obviously, color choice is important in more aspects than just marketing. The red color meaning is associated with excitement, passion, danger, energy, and action. Orange is also a dynamic and energetic colour but doesn’t have the danger overtones conveyed by red. Just because a lady loves hot pink on her nails, doesn’t mean she wants to decorate her house in a similar vivid hue. Effectiveness can be increased in a variety of ways, such as carefully choosing when and where to employ your marketing, targeting your audience, and using legible, attractive design. Additionally, it discussed how color interpretations can be flawed based on everyone’s individual upbringing. Color psychology is an area of research that looks at how color influences our behavior and decision-making. Statistics show that ads in color are read 42% more often than similar or identical ads without color. Regarding outfits, people also choose what to wear according to some unwritten rules:  dark colours such as navy seem appropriate for formal meetings and wintertime, whereas pastels and whites are hot favourites for summer. There is nothing more staid than the non-colours: black and white, and all of those greys in between. Learn More, The 8 Best Instagram Tools for Massive Instagram Growth in 2020, 14 of The Easiest Ways to Increase Sales on Instagram Right Now. Anywhere from 62% to a whopping 90% of that snap judgment is based on color alone! People may claim that seaside blues are their favourite colours and so decorate their bathrooms accordingly; but when it comes to the living area; their favourite colour is now a calming neutral beige. See how color can be a valuable tool for attracting consumers. This is important not just from an attention-getting point of view, but also for the longer-term goal of building a relationship with customers. As we mentioned before, it’s definitely an attention-getter. It draws attention to itself for its lively nature and can be used successfully for modern adverts that want to stand out from the rest, or for campaigns with a youthful target market. On top of all that, design concerns such as product packaging and even the colors of the products themselves can play a part in what people choose to purchase. And thus, can provoke the strongest emotions. Colours are wonderful things: they can lighten up our lives and can infuse us with happiness; they can also excite us, calm us down or make us feel reassured and nurtured. Colours ranging from mid beiges to chocolate browns lend themselves nicely to advertising for niche markets where brown is a dominant colour such as coffee and chocolate manufacturers, and pet services. I’m not sure if I agree with that, necessarily, simply because good marketing really needs to be a combination of factors that all come together to create a message. However it is associated with nature and is seen as relaxing and casual. This is why it is one of the most popular colours in corporate brands and designs. In a survey, 93 percent of buyers said they focus on visual appearance, and close to 85 percent claim color is a primary reason when they make a purchase! There’s a reason why neon “Eat Here!” signs are usually in red. Color has long been understood to be something which appeals greatly to your visual senses, and it is frequently a tool utilized in marketing. And if a nursery school sends you a prospectus in sombre greys and blacks, do you really think that this would be a fun and stimulating place for little Billy to spend his toddler years? In content marketing, color is an emotional cue. Countless studies of color psychology have found that particular colors have varying effects on consumers, with some colors stimulating areas of the brain in ways which will promote excitement, spontaneity or tranquility. The best colors for advertising are those that make people comfortable or stimulate their senses; knowing which color does that depends on what is being advertised. Marketing is everywhere, from our social media accounts to Google searches to even our email inbox. By using colors correctly in advertising and branding, a company can create the appropriate emotion to demand action from the reader. BizHUMM ranks him as the world's #1 business blogger. Primary colours are the first layer on the colour wheel and the building blocks for every other colour. Choosing red in your restaurant marketing, for example, could actually stimulate the viewer to visit the restaurant and try the food. Pink is sweet, young and vulnerable. Darker yellows, bordering on gold, can give a feeling of prosperity and security and can be used to great effect for financial orientated organizations. An educational video showing the reasons why certain colours are used in advertisements Light shades of purple are soothing and work well for beauty orientated advertising. The color alone is so closely associated with the brand that it markets itself without needing to say anything at all. Colours ranging from mid beiges to chocolate browns lend themselves nicely to advertising for niche markets where brown is a dominant colour such as coffee and chocolate manufacturers, and pet services. Oanalytica named him #1 Global Content Marketing Influencer. Here are a few tips: Bright, vibrant colors can sometimes make people squint and cause headaches if used over too large an area or too frequently. If you lay the groundwork, catching attention and establishing a connection between your marketing palette and the brand, then consumers will pick up on that. But it’s certainly true that integrating smart color choice into your marketing can make a difference in how much attention you draw. When using color in your branding and marketing material, you need to test the colors in every aspect of your business, from business cards to your website to signage and more. That is clearly echoed across all types of marketing for the brand, as well. But it’s hindered somewhat by the fact that not all results are entirely predictable. Why is that? When used in marketing, for example, different colors can impact the way buyers perceive a brand in ways that aren't always apparent, such as how certain hues can increase appetite. The Psychology of Colour in Marketing: Primary Colours. They depict traditionalism, conservatism and neutrality, and can be used very effectively in advertising. If you want your viewer to take action right now, a judicious use of red is a good choice. The same color is echoed through social media platforms, such as Starbucks’ Instagram page. Red tends to be highly motivating, attracting the eye, and eliciting strong reactions. But since marketing is what we’re here to discuss, let’s talk about it a little more in depth. Color isn’t the only element to consider when capturing customer attention. According to a study on the impact of color in marketing, researchers found that customers are inclined to favour specific colors which make a total of 90% sales of both the online and … Marketing colors like red can capture attention. In advertising, white is associated with coolness and cleanliness because it’s the color of snow. Choosing red in your restaurant marketing, for example, could actually stimulate the viewer to visit the restaurant and try the food. By using color in marketing, you understand psychology of colors, the importance and power of colour, and recognize their role in creating associations for us subconsciously. In marketing, the meaning of color and color psychology play an essential role in the art of persuasion with the goal of eliciting action from the consumer. Since marketing is all about getting noticed, any marketer worth his or her salt would employ any trick in the book to reach that goal. I can’t count the times I’ve been traveling and caught sight of a green awning and sighed in relief, knowing that my next cup of coffee was only a few blocks away. Trying to choose the best color combinations for your online banners can be a daunting task, given the crowded display advertising market. Banks, financial institutions and medical companies can always rely on blue in their advertising campaigns to send out the message that the consumer can trust them implicitly. Which colors you choose will also influence the follow-through and purchasing patterns of the buyer. Up to 90% of consumers form their first impression largely based on color. A writer by day and a reader by night, Ayesha loves to explore new realms of creativity and content through her work. Red is associated with passion and love but its strong intensity also signifies excitement, determination and courage. It may be a little serious, but it also suggests success, depth, loyalty, calmness and power. Red, for example, is an easy one. Here’s an example of how to use a rich dark red in a brochure design destined to appeal to those passionate about fashion. That’s without seeing the logo or reading a marquee sign. Yellow is bright, reminiscent of the sun and full of energy. A quick Google search for color in marketing will bring up results such as this study which discusses the impact of color on marketing. Think of examples like PizzaHut, McDonald’s, Red Robin, and Coca-Cola. It's a powerful color so use it sparingly in your visuals. Color psychology affects our lives in so many ways, yet we often don't realize the impact of our color choices on our website colors, on our stationery and packaging, in our retail store or office, in our marketing or our business clothing. Action from the colourful adverts of its competitors is considered a friendly, warm, exciting color marketing efforts factors! You to get attention is firmly linked with nature and the building blocks for every other colour today...: American Express, IBM, GAP and HP Meanings in business,... Motivate emotional responses that can bring calmness, stability, honesty and freshness more depth. 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