There is more to colour than a brand’s identity. No matter what industry you take a look at, the same colours are used time and time again.
Incorporating certain colours can induce a specific emotion or reaction. It has become a standard practice in web design to entice people visiting websites and social media platforms to learn about a brand or a product. And it is highly relevant with the Digital Marketing strategy the company will adopt in future.
A lot of web designers in Melbourne rely on Color Theory to help their clients stand out from their competitors.
Paid advertisements on social media are becoming more creative and colourful. Brands that associate colours in their ads have been proven to garner more audience than those who don’t.
That’s why these companies seek help from web designers like us; to make the most out of their paid advertisements on social media and websites.
If you’re an owner of a company that wants to establish a name or build a reputation, we have compiled a list to help you understand how colours can play a huge role in today’s online
businesses and their success.
Promoting Your Brand
It is said that incorporating a specific colour with your brand can increase your brand recognition to up to 80%. It’s no wonder why some of the most established brands have built an empire with the help of it.
A study called the Impact of Color on Marketing showed that up to 90% of people judge a product based on the colour alone – and they do so within 90 seconds of looking at it.
Capturing Your Audience’s Attention
Most companies use colours as a way to attract a specific demographic. Others do it to target their desired audience.
It all comes down to whom you’re advertising your products to. A lot of factors that need to be considered are the age, lifestyle, and gender of your viewers. Some organisations even leverage on the cultural aspect of it.
While the colours green and red may seem contrasting, it is one of the most common colour combinations used. These two colours are frequently identified with the Christmas season. It
invokes the feeling of festivity, and the emotions felt during those times.
Advertisers use this association as an advantage for their campaigns. Because Christmas is known to promote the spirit of giving, selling a product or service with its colours will entice
customers to make a purchase.
Your Colours Also Determine Your Company Values
The colour pink typically symbolises femininity. Whether it is to promote the awareness of an illness that is common in women or to empower them by showing your support through advocating their rights, using pink as the Pantone for your site can immediately attract the female audience. This also gives you the potential to gain their support.
On the other hand, the rainbow has always been a symbol of the LGBTQ pride and their rights. A lot of companies gained overwhelming support throughout the years because of
their advocacy to push equal rights for them. Many companies, along with the LGBTQ, still show their support to each other up to this day – and they typically do it through social media.
Therefore, using these colours for your campaign will not only gain your company a following; it will also be easier for the audience to recognise what you’re supporting and whom you’re promoting your products for.
Sparking Emotions
There’s no shortage when it comes to using the colour red in the food industry. And we probably won’t see the popularity of the colour blue decline in websites. They’re a favourite
among companies for certain reasons.
The psychological impact of colours may vary from person to person, but the emotions are often predetermined by the surroundings.
A few colours that have been proven to induce certain reactions are:
Green
Green is known to invoke the feeling of serenity. It is the most dominant colour in natural environments like the fields and the forest. This gives the colour green its unique characteristic that is synonymous to life and growth.
Companies who sell natural and organic products usually associate the colour green with their brand. In chromatic therapy or colour therapy, green is believed to induce positive energy.
Thus, by incorporating the colour green in your organic and natural products, you are telling your consumers that they’re contributing to the environment by purchasing them.
Red
Red is the most noticeable colour to the naked eye. The colour red tends to elevate a person’s blood pressure, increase their respiratory rate, and accelerate their metabolism.
Because it symbolises strength and determination, red is typically used by several news magazines and channels in their logos. It gives viewers the impression that the workforces of these companies are willing to go the extra mile to serve the people.
Seeing the colour red can also stimulate a person in many other ways. That’s why entertainment platforms like Netflix and YouTube have it as their predominant colour.
Red is also the dominant colour in the food industry in terms of marketing materials like websites, logos, and overall brand as this colour is thought to be an appetite- stimulant.
Many restaurants use this colour for their signage, so it would still be visible even from afar. Their websites also consist mostly of this colour to stimulate the viewer and subconsciously entice them into buying their products.
Blue
Most companies on the internet have blue logos and themes. That’s because blue is often associated with intelligence, creativity, and dependability.
Companies like PayPal, Ford, and Samsung advertise their services and products as reliable and innovative. While Facebook, LinkedIn, and Twitter use it to represent intelligence and creativity — traits that they encourage you to share thru their platforms.
If you’re starting a website that allows users to express their opinions and share their ideas, then blue is an excellent colour choice. However, if you’re in the food industry, blue may not be the best option as it’s known to be an appetite suppressant.
A lot of companies acknowledge the correlation between colours and emotions. And most of them used it as a leverage for their success.
Though chronotherapy is still considered to be pseudoscience, having a signature colour associated with your brand has many benefits. A signature colour, along with your brand and its values, will surely get you more recognition and help you build a stronger connection with your viewers.
