Importance of Colour in Marketing Materials
Colour is an important part of online marketing. If your logo has intense colours such as yellow or red, it announces something to the customer. When you create the perfect logo, make sure you pay particular attention to the colours you use. To analyse human behaviour more closely, extensive research has revealed that predicting customer response to colour appropriateness is much more important than the actual colour itself.
According to the recent studies on picking the right colours, personal experiences, cultural differences, and context were all found to have an effect on consumers. So when you want to evoke some sort of emotion in your readers, you may choose purple or yellow for your brand.
The role colours play in branding
When it comes to branding, one of the most important issues tend to relate to colour branding. For years, psychologists have been studying the link between colours and brand identity. Their studies revealed that our brains prefer unique brands so if everyone else is using blue, you may want to stand out by using purple.
To create a successful brand, you must use the right emotion, mood, and image. Start by identifying which colours are appropriate for matching your brand’s desired personality. For example, if your website is of simple design, you may consider white; however, selecting one colour over the other doesn’t always make people buy the product more often.
People most often believe that the most popular colours (black, white, and gray) work better than the rest. But according to research, purple is just as powerful. For instance, using colour increases brand recognition by up to 60 per cent, improves readability as much as 50 per cent, and increases response by 70 per cent. Some brands tend to work better with their colour schemes even if their company names aren’t visible.
The link between colour coordination and conversions
If you are debating whether there is a single best colour for conversion rates on websites, you’ll be surprised to hear that this theory has already been debunked. The Isolation Effect (a psychological principle) states that a product standing out over the others is more likely to be remembered than its text or image colour.
Some marketers found that when they changed the purchase button to red, their conversions boosted by 20 per cent. But this doesn’t mean that the colour red prompts people to take action. It can be incorporated with a green background in order to complement each other and blend in with the surroundings.
Another example is when you use black and white rather than grey, you are in fact creating a tone. You may often hear people saying that a colour is too intense so they add black and white in different amounts in order to lessen the intensity. When picking colours for your website, make sure you carry out a little test. There is no way of knowing how your audience will respond to your chosen colours in the content page and the layout within, but by testing different colour combinations, you can generate the most traffic to your website as well as determine what works and what doesn’t.
Banaman are specialists in providing high quality promotional materials and printing for businesses of all sizes. If you would like to know more, please get in touch with us today.