Companies market themselves to the public everyday with the intention of creating brand recognition, in return, to drive purchasing. There are several ways that companies present themselves during the marketing process, their logo (and the colour) is just one of them.
Your company big or small has its own unique logo and customized identity to give you a voice and to set you apart from other companies within your specific industry.
The corporate identity, branding and marketing of a company is extremely important. Having a strong brand translates to having a strong presence within your industry and being a company that others turn to. The usage of colour is the most noticed aspect of a brand; colour creates the look and feel you need to carry through in all of your designs to form a corporate identity or brand!
Use the right colours to increase brand recognition and drive purchasing.
It’s more important than ever for brands to project their value. Designers and marketers alike understand the need for consistency in colour and design. But it’s also important to move beyond the standard logo and tagline and take a holistic approach to evoking emotions among potential customers across all of your marketing channels. Use colour to your advantage.
Colour communicates non-verbally and forms an important part of our daily lives. The underlying emotions that colours evoke have been cultivated since birth and vary depending on age, geographic location, and gender (e.g. blue for boys, pink for girls). Colour affects our moods and feelings, and research suggests that it has a physical effect as well, influencing the hormones that control our emotions. Applying colour theory is one of the most powerful methods of creating customer appeal.
Colour is the most important aspect of a design. The more appealing a design is the more attention you will get from it, possibly driving a purchase due to this.
What kind of emotion do you want your brand to convey?
Do you want your customers to feel that you’re trustworthy and dependable like Facebook, Twitter, and LinkedIn? Blue might be a good choice. What about giving visitors a sense of youth, excitement, or boldness like Coca-Cola, Virgin, or Nintendo? Red may be for you.
How do colours in a design affect a purchase?
The way a product or service looks visually helps to drive buying behaviours; colour is one of the most appealing factors in a design. When a product is attractive it draws attention and possibly drives a purchase as well.
Here are three ways to improve your marketing results using colour.
Your brand dictates expectations of your company to the public, it creates an impression and right of the bat expresses what you are about, helping the public to decide whether or not to do business with you.
Consider and, if necessary, rethink your identity, brand, and values, and then select colours that convey those attributes. With a colour palette that evokes your brand’s true DNA; your marketing will achieve greater success.
2. Websites and Landing Pages
Your website’s homepage and landing pages are perfect places to communicate your branding and influence prospects’ behaviours via colour. These pages are in fact he most important pages of a website. This is the first page your visitors see and the page which convinces visitors to either browse through, contact you or to leave. Use colour to affect the visitor’s behaviour once they visit your website.
Use colour to help visitors immediately connect with your site and company. It’s said that, people make subconscious judgments about a person, environment, or product within 90 seconds, and up to 90% of that assessment is based on colour alone!
Colour plays an important role in advertising. Depending on the campaign you’re planning, consider using colours beyond your company’s core colour palette.
If you’re running a campaign focused on a social mission, use colours associated with that cause (such as pink for breast cancer charities) to increase audience recognition. Running an ad tied to a national holiday? Consider the colours associated with the holiday (such as the usual orange and black for Halloween). Admittedly, it’s a balancing act as you contemplate the emotions that each colour typically evokes.
Advertising is a great opportunity to test colours in photography, illustrations, fonts, and calls to action. Your ad’s colour scheme should be well-coordinated with the associated landing page, though. Otherwise, you risk a disconnected user experience and abandonment of your page.
Remember that online display advertising is different from your website or landing page. Display ads will be competing with many other elements on the page that are out of your control. If you’re advertising directly with a publisher, discuss colour combinations that will work effectively on the publisher’s page, and create mock-ups to ensure your ad stands out.