There is a saying that – 'anything visible well is marketable'. Product or service brands are thus visible in all forms in our daily life, with every marketable brand jostling for the mind space of the potential customers. Look at our social media accounts, the Google search engine, and even our mailbox, all this personalized online content to demand attention
The plethora of brands often creates a conundrum for marketers trying to find ways to make their marketing stand out from the crowd. With the increase in competition every day, their prime focus remains on how to make an increment in website engagements. While there are many ways to do it, like an efficient use of artificial intelligence or improving the visual marketing game i.e., images and videos, the biggest factor in retaining the engrossment of their customers are by effective use of color.
It is a well-known fact that colors play a major role in impacting marketing campaigns. With the tendency to stir customer emotions, the use of colors in all forms of communication has a huge role in creating brand recognition, relevance, registration and thereby motivating purchases.
Let’s take a look at how colors can be used in marketing.
1. why color choice is important?
Whenever we talk about effective marketing, what's the first thing that comes to our mind? One, that gets the viewer's attention easily. To make this happen, there are a variety of ways, such as choosing when and where to employ marketing communication displays for targeting the audience using an attractive design.
Apart from the above, another big factor to increase marketing effectiveness is by choosing the most effective colors in a campaign. Even Google research shows that people typically form their first impression about a product in just 90 seconds. In this snap judgment, about 69% to 90% was based on just the color of the product.
In marketing, colors are effective on multiple levels. In the initial stages- to draw the customer's attention followed by drawing the viewer into deeper engagement.
2. The psychological impact of colors
Color psychology is the examination of how colors influence people's perceptions and behavior. It studies how colors influence customer perception of a brand and whether or not it convinces them to consider certain brands or make a purchase.
Certain researches indicate that we as species tend to respond to certain colors in certain ways. For example, consider the color red. This color is proved to be an attention-getter. Red tends to be highly motivating, attracting the eye, and eliciting strong reactions. It even stimulates appetite, which is why it is often used in branding and marketing in food industries. PizzaHut, McDonald’s, Wendy’s are examples of the same.
Another color that increases sales is orange. Considered a friendly, warm, and exciting color, we can easily view it on Amazon's website. The e-commerce giant uses this color for its search function, as a highlight to the shopping cart, and for the checkout button.
The retail giant provides a good demonstration of how we should use colors effectively while exercising restraint. If we use bright colors all over every piece of marketing that we have, it will have the same effect as mixing the marketing in with that of every other company. Due to this, nothing will catch the viewer’s attention.
3. Brand familiarity and recognition
Consider Starbucks, the coffee chain giant. It is a classic example of global color marketing. The distinctive green color is so closely associated with the brand that it markets itself without needing to say anything.
The above example is a clear indication of how color can increase the recognition of the brand and hence its familiarity.
Brands always emphasize building a long-term relationship with their customers. To achieve that, they have to lay a stronger foundation of brand philosophy and vision. If they lay the groundwork, catch the customer’s attention and establish a connection between the marketing palette and brand, their customers will pick up on that.
4. Colors and consumer motivation
Colors play a major role in motivating an audience to take further steps of becoming a customer. For instance, the use of red color in restaurant marketing stimulates the customer to try out the restaurant’s food.
When talking about consumer motivation, red is the top choice.
Apart from this, building a relationship between the color and brand is also a top concern. A source states that about 85% of consumer’s buying preference stands alone on the color of the product. Therefore, if a company has multiple color variants of the same products, then it should focus on which color sells better. The preferred color could then effectively be used in marketing.
5. Effective marketing through color choice
According to experts, good marketing needs to be a combination of all the factors which in combination forms a clear and concise message, but many others argue that color choice is the only defining factor that makes marketing effective.
It is true. We can understand the above by considering examples of black and white advertisements and colored advertisements. Statistics show that ads in color are read 42% more often than identical ads without color.
6. Role of colors in marketing
Since marketing is all about getting noticed, every marketer works to his/her full potential to reach that goal.
Following is a list of 10 colors that increase sales along with the specific emotion they evoke.
I. Red- the color of power
This color evokes a sense of danger, making it ideal for clearance deals. It also stimulates the appetite. As a result, fast-food restaurants regularly employ it. Red stimulates the body physiologically, increasing blood pressure and heart rate. The color can easily be seen in food brands like Wendy's, McDonald's, and so on.
II. Blue- the color of faith
Blue is associated with calmness, water, tranquillity, and dependability. It provides a sense of security, reduces hunger, and boosts productivity. For conservative companies aiming to enhance product trust, blue is the answer. Boeing, Dell, Ford, American Express are a few examples of brands that use the color blue to build customer loyalty.
III. Pink- the color of femininity
To catch the attention of female demography, the answer is to always go pink. It symbolizes fun, good health, and playfulness. Examples of companies with logos in pink are Cosmopolitan magazine, Johnson & Johnson, Victoria’s Secret.
IV. Yellow- the color of optimism
For companies which aim to prove to customers about their confidence in their abilities, they should prefer yellow. This color can also be a symbol of a dangerous hue. Examples are, Snapchat, Maggi, Subway, Flipkart, and so on.
V. Green-the color of nature
Health, tranquillity, power, and nature are all connected with this color. Due to its versatile nature, it promotes warmth and provides customers a pleasant feeling. Green is also associated with money, so it creates thought of wealth. A few examples of brands with green logos are Acer, Starbucks, and Carlsberg.
VI. Purple-the color of luxury
This color stands for royalty, which makes it perfect for lending a touch of elegance and prestige to your marketing materials. Examples of FedEx and Cadbury.
VII. Gold-the color of extravagance
Gold adds the element of power which purple cannot match. It is a symbol of elegance, wealth, and prestige. When gold is combined with purple or green it creates a strong symbol of wealth and descent. Examples of few brands are Rolex, Versace, Porsche, and so on.
VIII. Orange-the color of joy
Orange is energy. With its attention-getting properties, it makes customers feel as though they’re dealing with a cutting-edge company. This color is associated with creativity, enthusiasm, and so on. Examples: JBL, Amazon, Firefox, Harley Davidson, Blogger, etc.
IX. Brown-the color of earth
Brown reflects an earthy tone and is known as a comfortable color for providing relaxation to customers. Examples: UPS, M&M's, and green and blacks.
X. Black-the color of drama
Black is used as a contrasting color. It is used to convey certainty between exciting or relaxing, modern or traditional day or night. This color often adds drama to any kind of mood. Examples: Chanel, Prada, Gucci, Apple, Michael Kors, and so on.
Follow BizzTalk World for more news and updated from International Businesses and Start-Ups.