Sherene Funk | Mar 8, 2019 | 0
How to Use Color to Supercharge Your Marketing
As you know, marketing is literally everywhere, from our social media accounts and Google search pages to our email inboxes. That doesn’t even include all the offline advertisements we’re exposed to.
Kind of makes you wonder how you can get your own content to stand out from the marketing noise constantly demanding our attention, doesn’t it?
According to the Jeff Bullas blog, “One of the biggest factors in marketing that works to retain attention is the effective use of color.”
The Importance of Color Choice in Marketing
Overall marketing effectiveness may be affected by the colors you use.
Consider this statistic…
While people typically form the first impression about a product in fewer than 90 seconds (some research claims it can happen in as little as 7 seconds), 62% to 90% of that snap judgment is based on color alone!
Color choice can help you to draw attention, promote a good first impression, and encourage the viewer into a deeper engagement.
Color’s Psychological Impact
“Companies put a lot of thought into what colors best represent them, and this isn’t just based on what the personal preference of the owner is — or, at least, it shouldn’t be,” says LogoDesign. “Colors send messages, and companies choose colors that are in line with the message they want to present to their customers.”
The banking industry, for example, tends to go with solid primary colors, like blues, which impart feelings of trustworthiness and reliability (see chart below). Financial institutions such as CitiBank and Chase Manhattan Bank have discovered the effectiveness of using strong, calm blues in their bank logos.
Image Source: Visme
In addition to impacting feelings, color can also increase brand awareness. Take a look at the brands in the chart above. Who doesn’t recognize the iconic red Coca-Cola logo or the green Starbucks symbol? Information on WebFX backs this up, reporting that 80% of people believe color does, in fact, increase brand recognition.
How Color Affects Consumer Motivation
Color also plays an important role in motivating people to take action. For example, painting your restaurant in shades of red prompts individuals to try the food. Interestingly, red is actually a top choice for consumer motivation in most markets. Want your viewer to take action right now? A shrewd use of red should get the job done!
Color also impacts factors such as product packaging, and even the colors of the products themselves can affect what people choose to purchase. This fact is illustrated by a statistic found on the Jeff Bullas blog which states that nearly 85% of consumers list color as the main reason why they purchase what they do.
Does your company sell multiple color versions of the same product? If so, keep track of which color variant sells better, then incorporate that winning color or color combination into your marketing strategy—it’s already proved to be popular, and your consumer is probably more familiar with it.
Some marketing experts would argue that color is the defining factor in what makes your marketing effective.
Whether or not that’s true, one thing is clear: integrating smart color choices into your marketing can make a significant difference in how much attention you get. Statistics show that ads in color are read 42% more often than similar or identical ads in black and white.
The more eyeballs you have on your content, the better your odds of boosting the conversion success rates of your marketing materials.
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