Do you realise how our moods and emotions can be influenced by colour? It is real. According to studies, humans can react differently to various colours. Do you recall a movie where the villain wore mostly black clothing? That is so because black is linked to obscurity and darkness.
Understanding colour psychology in marketing is essential if you want to make the most of its potential. For instance, you might want to think about utilising blue rather than red if you’re seeking to enhance lead conversions on your website.
The colour blue has been linked to dependability and trustworthiness, two characteristics that are crucial for creating lead magnets and encouraging visitors to convert. On the other hand, red is frequently linked to danger or excitement. The colour is perhaps not the ideal choice for a website that sells insurance, even though it would work well for one that sells high-adrenaline activities like skydiving.
Color psychology refers to the way that colors can affect our emotions and moods. It means that colors affect perceptions and behaviours.
Of course, not everyone reacts to colors in the same way. And there are other factors that can affect how a person responds to a particular color. But in general, there are some colors that have been shown to create certain reactions.
WHY DOES COLOR MATTER IN BUSINESS MARKETING?
You might be wondering why you should even care about the psychology of colors when it comes to marketing, whether it’s offline marketing campaigns or digital marketing campaigns. After all, if people are going to react differently to different colors, won’t your marketing efforts just be a shot in the dark?
Actually, no. Understanding color psychology can help you create more effective marketing campaigns. By choosing colors that evoke positive emotions, you can create a more positive impression of your brand.
Research shows that the proper use of color increases brand recognition by 80%. It also raises the visual appearance by 93%. A further 85% of consumers buy because of color. Through the choice of color in logos, packaging, signage, and advertising, your business can also influence consumers to buy on impulse, or choose their product or service over a competitor’s.
On the other hand, using the wrong colors in your marketing can actually hurt your business. For example, if you’re selling products that are meant to be calming and relaxing (think: aromatherapy), using a color like red is going to create the wrong impression.
HOW TO USE COLOR PSYCHOLOGY IN YOUR BUSINESS
Now that we know all about the psychology of colors, let’s take a look at how you can use it to your advantage in marketing.
As we mentioned before, it’s important to choose colors that will create the right impression with your target audience. This way, you can create more effective marketing campaigns that increase conversions and sales.
Here are a few tips to help you get started:
#1. KNOW YOUR TARGET AUDIENCE
The first step is to understand who your target audience is. It’s crucial as it will help you determine which colors will work best for your business.
If you’re targeting young adults, you might want to use more energetic and vibrant colors. On the other hand, if you’re targeting seniors, you might want to use more subdued and calming colors.
So, make sure you ask yourself questions like, “what emotions do I want to evoke in my target audiences?” and “what kind of impression do I want to make?”
Once you know the answers to these questions, you’ll be able to choose colors that will create the right impression.
#2. CHOOSE COLORS THAT MATCH YOUR BRAND IDENTITY
It’s not all about your target audiences, though. You also need to make sure that the colors you choose match your brand identity. After all, you don’t want to use a color that clashes with your branding. This will only create confusion and make it difficult for people to remember your brand.
So, before you start choosing colors, take some time to think about your brand identity. What are the colors that represent your company and reflect your brand’s values and personality?
For example, if your brand is fun and playful, you might want to use bright colors like orange or yellow. If your brand is more professional and serious, you might want to use darker colors like blue or purple. Here’s an example from one of the most-used blockchain games, Axie Infinity. They use sky blue color dominantly on their website as it represents their branding color.
#3. CREATE A CONSISTENT COLOR PALETTE
It’s crucial to make a colour palette once you’ve decided on the ideal hues for your company.
Your target audience will be able to recognise your brand and form a favourable relationship with it thanks to your efforts to maintain consistency in branding throughout all of your marketing materials. A more united brand identity that appeals to your target audience can be developed by using a consistent colour scheme.
Use the same colours throughout all of your marketing materials to achieve this. Your website, social media profiles, business cards, and marketing plans fall under this category.
#4. BE CAREFUL WITH CONTRAST
Contrasting colours can be striking, but it’s best to use them in moderation. Too many contrasting colours will make your marketing appear disorganised and amateurish. Try to limit your colour palette to two or three complementing hues. This will result in a more unified design that looks polished and professional.
Don’t forget to use light colours on light backgrounds and dark colours on dark ones. This will produce the most visual contrast and highlight your marketing collateral. Here is an example of a website design by Golf Space that uses dark and light colours to give it a tidy, polished appearance. Important CTAs are also highlighted and made more visible by the usage of a bright yellow-green hue.
#5. PAY ATTENTION TO YOUR COMPETITORS
Contrasting colours can be striking, but it’s best to use them in moderation. Too many contrasting colours will make your marketing appear disorganised and amateurish. Try to limit your colour palette to two or three complementing hues. This will result in a more unified design that looks polished and professional.
Don’t forget to use light colours on light backgrounds and dark colours on dark ones. This will produce the most visual contrast and highlight your marketing collateral.
Here is an example of a website design by digmot that uses blue and white colours to give it a tidy, polished appearance. Important CTAs are also highlighted and made more visible by the usage of a antique brass orange.
#6. TEST DIFFERENT COLORS
Finally, before launching your campaign, make sure to test your marketing materials. Always keep in mind that colour psychology is not a precise science. What is effective for one business may not be effective for another. Testing various colours to determine which ones perform best for you is crucial for this reason. Examine how different hues make individuals feel and modify as necessary. Making multiple iterations of your marketing materials—such as Facebook ads, email campaigns, etc.—and using various colour schemes for each one is one approach to achieve this. Next, keep an eye on the outcomes to see which hues are more successful.
A/B testing can be used to test various colour schemes for your website. You could, for instance, experiment with various colour schemes for your call-to-action buttons to see which one gets more clicks.
Brands don’t use color for the sake of aesthetics, there is always a strategy and a reason for the colors used in marketing. Different colors can create different emotions in people, leading to certain actions or none at all. By understanding how colors affect our emotions, you can choose colors that will create the right impression with your target audience. Our team of professionals are always available 24/7 to help with your choice of color and brand development. Contact us now