Color plays a huge role in building your business’s identity and marketing to consumers. Choose the right colors to send the right message and build a memorable brand with color theory marketing!
Over 90% of consumers say appearance is the #1 factor that influences their purchase decision. That’s not really surprising: just think about how important color is when we make a purchase of just about anything. This is something that we as business owners can take advantage of, and is a major consideration of color theory marketing.
Color theory marketing is how marketing experts use color to persuade and influence consumers to feel and act a certain way. You can use color theory to make your brand stand out, as well as make your message clear and easy to read in your advertisements. Different colors have different connotations, and these nuances should be considered when choosing colors to build your brand identity.
What is Color Theory in Advertising?
Color theory is the study of the way that colors impact the way that people act and feel. It is how we attempt to persuade and influence consumers with one look.
Using the right color, and right color combination, sends a message about your brand. Similarly, you can use colors that make you stand out among competitors. Unusual colors such as yellow and orange are sure to make an impression among a sea of sleek black and gray brands, for example. However, you don’t want to give the wrong impression with your color scheme and stand out in a bad way.
Why is Color Theory Important?
Color grabs attention, and what good is an advertisement that doesn’t draw attention? Consumers are also more drawn to colorful advertisements versus those in black and white. In a study conducted by Readex Research, it was found that 33% more readers recalled seeing a colorful version of an advertisement than the black and white version of the same ad.
This is why it’s incredibly important to choose the right color to associate with your brand. That quick magazine ad is how you make your first, and likely lasting, impression. Who is your target audience? What kind of emotional reaction are you trying to get from them with your message? What kind of service are you offering? All of these aspects and more are taken into account in the study of color.
Using Color Theory Marketing to Stand Out
We often stress the importance of positioning your business to stand out among the crowd, and your visual brand is a crucial step in accomplishing this. After all, it’s your identity and the way you present your business to the public. It is not a decision that you should take lightly, and the subtle nuances and connotations of color should be taken into consideration.
Delivering your Message with Color Theory
You likely use color theory here and there in your marketing efforts without realizing. For example, don’t you check to make sure that you’re using contrasting and complementary colors so that your message is readable and attractive? In this way, color theory is used in order to make your message stand out and draw attention from readers.
Colors build atmosphere. Calming colors such as greens and blues set a different tone from deep reds and purples. What is appropriate for your message? Here is a quick guide to help:
- Red is exciting and passionate.
- Yellow and orange are cheerful, exciting, and energetic.
- Pink and purple are classically feminine, but also contrastingly innocent and sophisticated, respectively.
- Green is commonly associated with wealth, as well as nature and health.
- Blue can be used in many instances, and inspires communication, strength, and sincerity.
You can build your brand’s personality with colors that send a particular message. What color, or combination of colors, tells your business’s story?
How to Choose the Right Colors for your Business
There are a variety of tools and resources you can use when selecting the color scheme that fits your brand and appeals to your client base. To implement a great color scheme use the following steps.
- Know your audience
- Understand your market and how your brand will fit
- Understand your brand identity and what it is trying to convey
- Decide if you want to blend in or stand out
- Determine your core color
- Use a color picker to identify additional colors. Our favorite is www.coolors.co/
- Implement your color scheme across your branding
The ways that colors mix, contrast, and complement each other are all important aspects of color theory marketing. Perhaps most interesting is the way that specific colors make us feel a particular way. These factors are used to make memorable advertisements, portray your brand personality, and send a clear message. And because of this, it’s important to choose the right colors to send your message.
Want to learn more? Take Her Brand & Co.’s Color Psychology for Marketing course by becoming a member for an in-depth look at the role of color in marketing persuasion and customer perception and decision making (along with dozens of other marketing and branding classes). Sign up today!
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