The Power of Color in Marketing

Color Psychology is the study of how colors affect perceptions and behaviors. It is something important to consider when creating branded assets and audience reaction and reach.
 
Color psychology can have a profound impact on your brand recognition, marketing campaigns, and overall message consistency. Most successful companies use consistent color combos in their branding and messaging strategies.
 
Choosing the right colors for your brand or rebrand is essential. Your brand colors help produce a mood, feeling, and personality for your company, services, and products. The right brand colors will differentiate your brand from the sea of other businesses that your audience interacts with. When picking the right color for your brand, research has found that predicting consumer reaction to color appropriateness is far more important than the actual color itself.

 
How Colors Influence Your Audience​
Color has always been something that appeals to the human visual senses. Countless marketing studies have shown that particular colors have certain effects on consumers. For example, some colors stimulate areas of the brain that promote excitement (red), while others provide a sense of tranquility (blue).
 
Businesses can harness these color-influenced feelings in their marketing and branding. Check out this infographic on Color Influence:

Your customers are bombarded with different images, colors, and brands every day. The colors you choose for your brand and your marketing campaigns (email marketing in particular) can help you stand out.
 
Content created with color in mind can help your audience see exactly what you want to see and feel exactly what you want them to feel. The color combos and styling also has an effect on whether your content is readable or usable (think white fonts on a dark background). The wrong colors can have a profoundly negative effect on your message.
 
Choosing the Right Colors for Your Brand 
Here are some pro tips when considering colors to represent your brand:

• It’s not as simple as choosing two or three colors. You also need to think about contrast and shading of colors. For example, if everything is high contrast, nothing will stand out and it could make your copy hard to read.
• Find balance between color schemes, and legibility for optimal clarity. Choose colors with contrast that is readable.
• Pick a primary color (red, blue, yellow) as your main color. Accent this with a complimentary color.
• Don’t forget to consider color blindness - Red and green, although complementary colors, will present problems for customers who suffer with color blindness. Did you know this is why Facebook is blue? Mark Zuckerberg has red-green colorblindness.

Consider contrast when choosing the colors for your branding and messaging.
 
 
Other things to consider when choosing your audience:

• Knowing your audience. Did you know that women generally see more colors than men? They typically see more differentiation and shades. Is your audience made of more men or women?
• Think about your audience’s behavior. How people behave when they see a certain color has a direct effect on your success. Think about this when creating CTA buttons or pop-up graphics.
• Perhaps test a color combination before sending that email or choosing your brand colors. You can’t really know how your audience will respond unless you create tests to determine which color combos are the most successful.