According to a recent study by the Institute for Color Research, 92.6% of people believe color to be the top factor when deciding whether to purchase a product. How a brand uses (or doesn’t use) color can either heighten or dampen its image. AdWeek shows how brands can use these three strategies to help utilize color to full advantage.
Choose colors based on your audience. While everyone has varying preferences, certain colors will give off general impressions to everyone. Black, for example, radiates sophistication, making it unsuitable for a playful, young brand. Your primary color should radiate the personality of the brand and speak to your audience.
Shape the colors to your marketing channel. When it comes to campaigns, some colors will be more successful than others. Research has found that pink causes people to relax, which may be why so many products connected to health (think: Pepto-Bismol), utilize pink in their packaging.
Boost conversions. Colors can increase conversions and clicks from a brand’s website. Some marketers do this by making their call-to-action buttons stand out to draw the user in. Clothing company RIPT uses an arrow to point to their “Buy Now” button. After testing out various arrow colors (green and yellow), RIPT increased sales by 6.3 percent.
For brands, it’s vital to use color thoughtfully. Intentional color can make or break your brand.
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