Any little thing you can do to give your marketing campaign more power is a positive change. Have you considered the emotional impact color has on your audience and how you might use it to ramp up your efforts? In this article, you’ll see the color’s impact on your marketing campaign.
Even though the world has changed dramatically since the pandemic, a recent State of Marketing report by Salesforce surveyed 8,200 marketers from 37 different countries and found most were optimistic. The majority, around 66% of professional marketers, expects revenue growth in the next 12 to 18 months.
Since most small and medium businesses will ramp up their efforts to take advantage of the bounce back in revenue, you need to gain an advantage in any way possible. Here is how you can use color to impact your marketing campaigns and drive business growth.
1. Tap Into Emotions
There is a whole psychology to colors and how they impact the average person. Although each individual has unique experiences and may associate certain colors with events from their life, there are some rules of thumb you can use.
Red tends to denote excitement, while blue is calming. Knowing what emotions your users deal with as they try to solve their pain points can help you use colors to counter those emotions and bring calm and reassurance to their feelings.
2. Use Contrast: Color Impact Marketing Campaign
The use of color allows marketers to change the entire look of an ad campaign. Use different hues to highlight different features. Some applications get better results with monochrome colors, especially if you need to clearly see the contrast.
You can use a color wheel to determine which shades work with one another. The contrast becomes particularly important for accessibility for those with visual impairments. You also can choose colors that complement one another and avoid any shades that might cause issues for those with color blindness.
3. Grab Attention
You can use a pop of color to grab attention. Use the current popular color trends to show you’re hip, or go with something age-old like red to draw attention.
Imagine an ad all in black and white with a single pop of red text or a CTA button in bright blue. When you use bold colors in limited amounts, they tend to draw the eye and show the user they need to take action.
Your CTA buttons should always be bold and bright. Ideally, their color will differ from the others on the same page.
4. Drive Nostalgia: Color Impact Marketing Campaign
In a study conducted by scientists at the University of British Columbia, researchers found blue improved creativity but red increased attention to detail. You can even use certain shades to create nostalgic feelings in your audience.
When you see a turquoise blue and bubblegum pink, do you instantly think of a 50s diner? When you see a faded brick red, you may also be reminded of turn of the century homes or other older things.
Think about how you can drive nostalgia through color choice. It might even be as simple as getting back to your company’s roots and showing off the color palette you first began with as a new company.
Any retro type sale or ad you market can fall back on these colors of yesteryear.
5. Increase Brand Recognition
Your color palette, when used consistently, can increase your brand recognition. When people see a white swoosh, they think of Nike. Red and white can signify Coca-Cola. A certain shade of golden yellow makes them think of McDonald’s arches.
What colors signify your brand to your customers? Use them in your marketing efforts to reinforce branding and create instant recognizability.
6. Choose Your Emotion: Color Impact Marketing Campaign
You already know color can evoke emotion, but you can also jar your users with unexpected combinations. If you want them to call you for details, you might seek to make them feel interested but slightly off-kilter, for example.
You could combine purple and orange or green and purple for some unique looks. Think about the emotion you most want to evoke and how it relates to your user’s pain points. Your message matters, but the colors should reinforce that message in some way.
Try New Hues
Don’t be afraid to think outside the box and try something new. Add a splash of hot pink, tap into that burnt orange of the season or test a new CTA button color. Make sure you track any changes with split testing to see how your users respond. With a little extra effort, you’ll become a pro at color theory and get results from your choices.
Eleanor is the editor-in-chief at Designerly Magazine. She’s also a freelance web designer with a focus on user experience. Eleanor lives in Philly with her husband and dog, Bear.