When you sit down to begin the branding or rebranding process, you have a lot of factors to consider. Your name, your tagline, your social media presence—these things are all important. But when it comes to making your brand stick, one of the most important factors may actually be color.
Color is a subtle but influential psychological cue. It signals what you should pay attention to, how you should interpret something, and how much importance you should give it. In the marketer’s hands, color is a powerful tool.
By using color strategically in marketing and branding, you can shape consumers’ initial judgments about products, overall opinions about brands, and ultimately buying behavior. Research indicates that color alone increases brand recognition by 80%, and nearly 90% of consumers identify color as a determining factor in their decision to buy a product. Like we said: powerful.
When designing your brand’s color scheme and making choices about how colors will appear on your website, there are two primary objectives to consider: what will certain colors communicate about your brand? And how can you use color to influence consumer behavior?
Win Customers and Influence People – with Color
Just as color can trigger unconscious emotional and psychological connotations, it can also unconsciously inform behavioral decisions. There is no magical formula for creating a high conversion color scheme. However, there are a couple tips and tricks that can make your color selections as impactful as possible.
We know from research that while people find color-coordinated palettes aesthetically pleasing, they tend to respond more to those that include contrasting accents as visual instigators.
You can use contrasting accents strategically on your brand’s website to signal what visitors should pay attention to and direct the path their path through your site. Creating a consistent color hierarchy of a background, base, and accent color can direct attention to key elements on a page and teach visitors which color indicates a call-to-action.
For maximum impact, use your call-to-action color sparingly. There’s a psychological principle known as the Isolation Effect or the “sore thumb principle” which says that whatever stands out on your page is what people will pay attention to, respond to, and remember. Using your call-to-action color too often will cause its potency to quickly wear off—the brand who cried, “Click here!!”
Ultimately, there are no one-size-fits-all solutions to using color effectively in branding and marketing. Of course not, or the ones who get it right wouldn’t be so iconic. What it comes down to is how the colors you choose work for the context of your brand and your audience. It may take a little testing to get it just right. So go out and experiment.
Find out whether an orange button or a pink button gets more clicks, whether people can recall your logo better if it’s blue versus purple, or whether site visitors linger longer on a white background over a black one. A great brand logo and color scheme are hard to find, but easy to recognize. You’ll know it when you see it.
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