The Importance of Colors in Marketing and Advertising

by Icon Advertising LLC
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Color is an essential element of all marketing campaign. Businesses of all sizes and sorts are using colors in their branding campaigns, to stand out among competitors. From business logo to website to business card, colors play a significant essential role in marketing and advertising.

Colors help you influence your audience how they see and perceive your message. Businesses have their branding pallets which they use to ensure brand colors work in their favor.

Let's look at how colors can change people’s perception about your brand and what is the importance of colors in marketing and advertising.

What Is Color Psychology?

As the name suggests, color psychology studies how different hues affect our choices and preferences. The idea behind color psychology is that brands and advertising agencies use colors to convince and engage customers and make them react to their products and services in a particular way.

For example, if a consumer is moved emotionally, chances are high that would take the desired action, such as signing up for a newsletter or making a purchase. History of color psychology extends back to ancient Egyptians.

Color theory is intricate, and you need to know it well before you start playing with colors while creating your marketing strategy. Because your target audience gets the first impression out of the colors you have used for the text, CTA icons, posters, and links and then make informed decisions.

Why Color Theory Matters in Advertising?

The use of color psychology in advertising helps businesses reach and engage with their desired clientele. According to one study, about 90 percent of consumers base their product research on its branding colors.

Using color theory may give you a leg up on the competition by allowing you to more effectively communicate with your target audience, cater to their preferences, and establish your company.

Businesses may get insight into their target demographic by studying the psychological effects of color. Likewise, marketers and advertisers can improve their chances of convincing their target customers to act by gaining a deeper grasp of the psychological processes that influence their decision-making.

If you wish your small business make an impression then go creative with your brand color pallet. Use unique yet expressive colors. Because, when you use common colors and color schemes, chances are high that prospects will have little trouble recognizing your brand just by looking at your marketing material.

Choosing Right Colors Could Boost Conversion Rate

Color has a profound effect on human behavior. Marketers can attract and persuade people to make a purchase with careful color selection.

For example, a blue and white logo often leads to a calm and soothing response from a consumer, where as dark colors like orange, red, and black evoke a different kind of emotion. Integrated CRM platform HubSpot increased their conversions by 21% by just switching the color of CTA button from green to red.

This shows clearly how colors could be game changers when marketing a brand or product. 

How Choosing Wrong Colors Could Negatively Affect Your Business

While using the colors right makes them a powerful tool for your marketing strategy, incorrect use of colors could hurt your business. For instance, if an advertiser uses colors or fonts that are too difficult to see or comprehend, how can you expect the visitor take desired actions.

No one color fits for all. If you see one shoe brand being successful using a particular color that does not mean you should also start using the same color. Keep in mind that not all customers have the same reaction to colors. Environment, geography, emotions, and even gender all play a role in shaping the way we perceive colors.

Also, when you use colors that are too close to those of your competitors, you run the danger of being completely overlooked.

Different Colors Used For Branding

Basic Colors

Primary colors and secondary colors are the two main types of colors. Primary colors are just three: red, blue, and yellow. The psychological and symbolic significance of each of these colors varies. The secondary colors result from the mixing of these primary colors.

Science of the Red Color

Red is a stimulating, vibrant color that evokes feelings of enthusiasm, danger, and decisiveness. It embodies the emotional and psychological needs to exhibit concern and compassion. Depending on the context, red is an energizing color that may convey either power or aggressiveness.

Its bold appearance makes it ideal for usage as a prompt for action, in advertising, or to grab people's attention. However, owing to the negative connotations of anxiety and threat, its usage of red colors should be minimized.

Philosophical Insights of Blue Color

Aesthetically, blue is similar to the ocean and the sky. The Egyptians associated the color blue with the skies and the divine. The color is often correlated with faith, tranquility, solidity, and serenity. In addition to happiness, "feeling blue" may refer to despair or sorrow.

Marketers should consider these feelings when selecting blue for their branding color palette. In addition, considering favorable connotations of blue color, several stores use it to depict trust ratings or free delivery signs.

What does Color Yellow Mean to Our Brains

Generally speaking, yellow is a happy and optimistic color. It makes you feel joyful and hopeful. In addition, due to its high visibility and positive connotations, marketers generally opt for a sunny yellow hue for their website's backdrop, CTA icons, text, or logo.

Some marketers also choose a vivid yellow color for their logo or website's theme to attract attention. Due to the eye-catching design, it also makes an excellent option for call-to-action icons.

Bottom Line

It's no secret that colors play key role in making your marketing and advertising strategy a hit or a flop. Colors could be the deciding factor between whether someone buys a product or not. But it is not the color alone that makes a business successful. There are several other sales and marketing strategies that have a combined effect on success of a business. So if you're looking to create an impact with your next marketing campaign, it's essential you understand the importance of colors in marketing and advertising, and use a mix of color therapy and other marketing techniques

Hire Us!

Do you feel you are not good at playing with colors? Or do you need help with any other marketing technique, be it running social media campaigns, designing an SEO strategy or building a website from scratch? If your answer is yes, hire Icon Advertising and we will help you with all of these.

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