Are you Making Costly Marketing Mistakes in Your Advertising by Using the Wrong Colors?
Visual appearance is supposed to be more appealing when compared to any other senses, no matter what the medium of presentation is. Other senses facilitate visual appeal, and are also important to concentrate on in your advertising.
A typical example can be seen in the use of color when accompanied with audio, and the written word. According to a study, big budget companies spend billions in color market research, which helps in product and packaging development.
Color, along with content helps to grab the interest of the visitor and makes him surf the website longer. A colorful article will practically force the reader to read it till the end. Color makes things look more amiable.
Colors are known to influence the behavior of a person. Here’s an example; the color blue is said to have a relaxing effect while red represents passion and love. A dating website can have red as the background color.
Fast food restaurants use bright pictures of food beautifully decorated pasted on the walls. This tempts and tantalizes the taste buds of the customer and the customer is almost forced to act on the powerful subliminal suggestion given. And this is exactly the reaction expected and desired.
Light effects can also be used to play with the mind of the on-looker. Advertisements, especially for food products, have strategically placed lights.
Countries around the world have different cultures that relate a color to an occasion or emotion. Climatic conditions also attribute to this. An example can be seen in the U.S. with the color black which is seen as representing death where as in Asia, white is related to death. People living near the equator like warm colors and people living nearer to the poles like cold colors.
In marketing; it’s a must to have an understanding about how colors effect your prospects and customers.
Let’s take a look at some colors and what they represent in regards to advertising so that you’ll be able to improve your click through rates and increase your conversions.
- Black stands for elegance, seduction, mystery and sophistication.
- White stands for peace, pure, clean, mild and youthful.
- Gold stands for luxury, prestige and elite.
- Silver stands for prestige, cold and scientific.
- Yellow stands for warmth, happiness and cheer.
- Orange stands for warmth, playfulness, and vibrant.
- Red stands for love, excitement, danger, passion, and strength.
- Pink stands for nurture, sweet, soft, and security.
- Green stands for nature, fresh, fertility and abundance.
- Blue stands for cool, trust, belonging and reliability.
- And lastly Purple stands for royalty, dignity, and spiritual.
From the advertiser’s point of view, we can conclude that colors can determine the shopping habits of customers.
Black, blue, red and orange attract impulsive buyers. Smart shoppers are attracted to pink, light blue and navy blue colors.
Companies use colors in logo, advertisement, etc., to pass the right message to the customer. Wal-Mart uses a navy blue background and its catch line is “We sell for less”, which means smart customers are their goal. Mercedes has a silver logo, true to its class.
Before designing an advertisement, the targeted customers should be recognized and the advertisers shouldn’t use the colors that are their personal favorites but according to the ad campaign. Advertisement for children should have vibrant and bright colors.
Yellow, red, blue and green, which are the primary colors, are the colors which attract children, which is why parents buy those colors for their kids. These colors represent warmth, sweetness, trust, playfulness, reliability and security.
Before designing an advertisement the targeted customers should be recognized and the advertisers should not use the colors that are their personal favorites but should be colors that will bring the biggest impact to the ad campaign.
Be sure to tell me what you think about the effect colors have in advertising, I’d love to hear your thoughts. I’ll likely be doing a follow up on this subject to dig deeper into it and give some more examples and we’ll see where it goes from there.