The Psychology of Color in Online Marketing
Research reveals that consumer reaction to different colors is far more important in online marketing than we perceive. Hence, picking the right tone or color significantly affects the success or failure of an online branding campaign. The mood and feeling your brand can create through colors plays a massive role in persuasion. However, the psychology of color works best only when you apply it keeping a brand and its audience in mind. A clean and simple design with the right use of color has a stronger impact than a hotchpotch of colors.
Psychologists have long argued that color links to human feelings and actions. It is also important for marketing campaigns to embrace emotional cues for using them according to their brand message and corporate identity. Without a doubt, it is one of the most influential forms of non-verbal communication. By implementing a robust color strategy, designers and marketers can get their message across thousands of people without having to spend much.
A few brands still underestimate how they can apply color psychology to different aspects of their marketing efforts. In reality, consumers today are smart enough to differentiate between a standard and meticulous marketing strategy just by looking at it! Marketers and designers should not just assume that any color will do the trick as each color has its charm and authority. People today are quick to judge your services and products based on the colors you’ve used to highlight your logo and products.
Here are a few traditional colors that are used in branding and online marketing schemes to accomplish maximum engagement.
Blue links to many emotions signifying peace, reliability, and tranquility. However, as per research, it was identified that the color could have a powerful effect on a person’s appetite, suppressing it, which is why you won’t too many restaurants with a blue theme or ambiance. Apart from that, the color does give off a feeling of trust and dependability. No wonder social media giants including Twitter, Facebook, and LinkedIn stick to blue for their online design and marketing efforts.
The color Green highlights a connection with power and nature. It always enforces an association with nature, which is why many eco-friendly corporations heavily rely on using green for defining their brand. It is a favorite choice of color for thousands of farm and organic food companies. Moreover, it can also paint an environment-friendly picture of a business that most people think to have a big carbon footprint – such as automobile plants.
One of the best and widely used marketing colors to trigger excitement is red. It exudes enthusiasm, passion and induces a thrilling sensation. Many marketing campaigns use red to create a sense of urgency or excitement. If you are designing something for a limited offer on a service or promoting a clearance sale; then red is your color.
Yellow and Orange
Known for emphasizing optimism and positive energy; these two colors are popular choices for urging customers to make impulse buying decisions. Yellow quickly catches the eye and promotes happiness and excitement. It is also a good selection of color for services that deliver creative services such as web design, mobile applications or content creation. It is also widely used in reviews, forums, and directories. A modern example of using yellow is by the famous Yellow Pages. It has also launched a creative mobile experience that relies heavily on the utilization of this color.
Many advertising agencies also benefit from the positivity of yellow, incorporating the color in their websites or other elements of their online presence. A yellow background or font gives off an impressive, daring and bold image of a brand. Moreover, orange encourages enthusiasm and is a traditional favorite of many sports teams. A large number of online retailers particularly in the clothing industry use orange to highlight their online presence and marketing content.
Purple signifies royalty and wisdom. Nothing can go wrong when you use purple as it gives off positive vibes of trust and luxury. Purple is a favorite of royals. Marketers and designers can use this color to promote clothing and jewelry products – it is a hit color in the fashion industry. This color signifies problem solving, creativity and safety.
Purity and cleanliness are what white is all about, which is why it is one of the most attractive colors used for filling spaces in web designs and online promotional ads. White is never boring and creates a sense of belonging and trust. Apple is a famous example of using white to promote their brand identity. In fact, white has established such a strong connection with the brand that we see any user with a white phone or device; our brain automatically assumes it is an Apple product.
White is the favorite color of most film editors, web designers, and writers, which means you can connect it closely to creativity and fiction. This reason is why using white in your logo or branding work perfect for attracting creative or sophisticated masses. If your audience is people who love to embrace technology or anything to do with creativity, you should opt for white. No wonder, The Mac is the most preferred computer device for thousands of creative professionals worldwide.
Black can be a tricky color. It can either make or break your branding message. Hence, you should never use it without digging deep into the personality type and interests of your consumer. Wrong use of black in your online marketing can be too overwhelming. On the contrary, it also gives off emotions of authority, tradition, and elegance. Adidas continues to use black with perfection and blends it with other exciting colors such as yellow to maintain a perfect color combination.
Color in Different Cultures
When you’re creating a marketing or branding scheme for a global brand, it is also important to reflect on how different cultures perceive colors. A color may be positive in one culture, whereas a taboo in another country. Never experiment with colors unless you know your audience and the location of a majority of consumers of a brand. Did you know that Japanese people wear white at funerals? So, it goes to show that you need conduct proper research and study into coming up with a streamlined color scheme for your organization.
Many designers have accidentally offended entire nations or culture by using an inappropriate color for a certain product. Color psychology is only effective when you keep all social, cultural and geographical factors in mind. Moreover, the tone of your content should also go hand in hand with your color scheme.
Mastering the psychology of color is not a one-day task. It needs considerable research, time and effort to know what colors will make your online marketing promotion successful. It is relevant when you are reinventing a brand, and you should consider this when you are introducing new products into your existing services. There is more to creating aesthetically appealing visuals. It requires a good understanding of your audience, their cultural and social norms as well as the nature of your brand.
Article is written by Elena, she works for Keen.com.mt.