The discussion about the role that color plays in marketing has been around for decades, and the squabbling continues as we move into the digital marketing arena. While color has historically been a key component that businesses used to develop the in-store experience for customers, understanding the psychology of color arguably matters even more with digital marketing as carried shopping bags are turning into digital clicks.
As we know, the human brain processes visual content 60,000 times faster than text and uses a very predictable fashion to do so, breaking down the image by shape, color, and content. Understanding how color psychology impacts cognition will empower marketers to use color to foster deep, subconscious connections with their audience.
Color Triggers Recognition
You want your business to stand apart from the competition. However, with so much noise in the marketplace, it's imperative that you find a way to make your business memorable for your audience.
Color is one of the most powerful tools that marketers have to trigger brand recognition for consumers. For instance, when we think of green, Starbucks comes to mind. The color red is associated with Target. Blue is symbolic to The Gap. Because of the consistency and frequency that we see these colors linked to these brands, consumers have developed an instinctual brand recognition when confronted with these colors.
According to research compiled by Brush Strokes, color increases brand recognition by 80 percent. Even without looking at the logo, most consumers can identify major brands simply by glancing at the color.
Color Tells a Story
We've talked about the importance of storytelling to your branding strategy, and color plays a crucial role in helping you communicate what your business is all about. Surprisingly, the colors that you choose to associate your brand with will communicate how your business has evolved, what you're selling, and, most importantly, your values.
Your brand's aesthetics--particularly color--are an essential part of telling your story as they're a visual representation of your identity. One of the reasons why people love stories is that they conjure up emotions and relatable memories. The human brain is wired to connect color to particular feelings or experiences. For example, Tiffany's iconic robin egg blue color has come to symbolize sophistication and high standards of quality. The color green used by John Deere and Whole Foods connects the brands to nature and the outdoors.
It's important to recognize that colors can mean different things to different people. For instance, while the color red may symbolize passion and love for some, it could signify anger and harshness for others. Having a clear understanding of who your target audience is and how they perceive the use of color will help you select colors to tell your story in a way that connects your audience to your brand.
Color Directs Attention
Color has a direct impact on customer behavior, particularly when consuming content online. When designing a website, it's imperative that you pay close attention to your color choices and use them to strategically move visitors through your buyer's journey.
Today's consumers are faced with an overload of distractions when browsing the internet. You want to make it as easy as possible for your website visitors to take a specific action. Color should be used to highlight calls to action and inspire your audience to convert.
No Magic Color Scheme
It would be easy if we could tell you that the use of a particular color in digital marketing would drive conversions for your business. Unfortunately, it doesn't work that way, and the optimal color choices will vary based on your business, industry, products, services, customers, and more. One thing holds true though for all businesses: you won't be successful with choosing the right colors to use with your digital marketing efforts if you don't understand your customer base.
In summary, your business needs to embrace color and use it intelligently to optimize your digital marketing strategy. Once you have a clear understanding of your target audience, you need to leverage color to communicate the message that you want to put forth and paint your brand accordingly.
How New York Ave Can Help You Embrace Color Psychology
Our creative team at New York Ave is passionate about helping our clients build personalized digital marketing strategies to make their businesses more memorable. One of the ways that we do this is to give careful consideration to the use of color in branding. We firmly believe that pairing an understanding of human psychology with our wealth of digital marketing expertise will allow us to create more effective solutions for our clients. Color not only plays a role in brand development, but in other aspects of digital marketing including website design as well.
Are you ready to harness the power of color in your digital marketing strategy? We can help. Contact us at New York Ave to learn more about why understanding color psychology is key to a successful digital marketing strategy.