Using Color in Your Marketing

Most people make up their minds about something within 90 seconds of their initial interaction according to research. Approximately 60 to 90 percent of that assessment is based on colors alone.

Companies can distinguish themselves from their competition and influence their customers by their color choices. Colors can influence a person’s mood and emotions. They can induce a positive or negative feeling about a product or an offer.

How can this affect your marketing? Color can play a major part in the success of any marketing campaign. Think about the colors used in your logo and your website. These and any ads you use will directly impact a customer’s decision-making behavior.

Branding

Your logo should reflect your company’s personality. Colors can portray a distinct identity. If you use black and silver for your brand colors, these would indicate a masculine brand. A pink logo would point to a feminine brand. A logo with many bright, vibrant colors would indicate a bold, energetic and outgoing company.

Your company should choose logo colors that reflect your identity.

Ads

Ads are different from logos and websites. Ad are offer-specific and usually have a short life-span, so their design is constantly changing. Your ads don't have to match your logo. They're specific to the offer for which they're created.

Websites

A website, like a logo, reflects the personality of your brand. The design of your website must deliver your brand's message successfully. A website that uses colors, fonts, and images that don't give the user a strong sense of the company will drive traffic elsewhere.

If you have a call-to-action button on your home page, the button should be in a different color than the rest of the page so that it stands out to visitors. The obvious contrast in color redirects a buyer's focus from the content to the completion of the sale.

Companies should be sensible about their color choices in their logo, website, and ads. Many factors affect the way a customer interprets a brand and the right color and design choices can boost your sales.