Brands like Starbucks and McDonalds use the same colours across digital channels, and it’s common practice with most companies. Starbucks is branded with a green and white logo, using those colours in most marketing efforts. McDonald’s rarely differs from their traditional red and yellow colour scheme. Proper use of colour psychology in your digital marketing efforts can improve your brand image and awareness. 90% of judgements made about products are on colours alone. Your company can use this strategy to affect customer decisions, behaviours, and attitudes.
Using Colour Psychology To Influence Digital Marketing Efforts
Choose Colours That Suit Your Industry
Selecting the right colour combination depends on your industry, product category, and the brand personality that you want to advertise. When you create a branding strategy, consider icons and colours that represent your industry. Researching the basic psychological effects of each colour can help you decide which will enhance your brand image.
Choose Colours That Represent Your Brand Personality
Colour selection for your company’s logos, products, and digital media affects how you communicate your brand’s personality. Each colour is associated with certain personality traits. Use colours that reflect your company values to enforce this. For example, if you are an online bath product store, you may want to brand with colours, such as yellow or green, that consumers perceive as warm and fresh, respectively.
Choose a Colour Palette That Appeals To Your Target Audience
Demographic traits affect consumer preferences towards colour. For example, gender influences colour perception. When selecting hues, tints, and shades, men tend to prefer bolder shades while women often favour softer ones. Furthermore, women are generally more open to tints of colours, while men are more receptive to shades of colours from their favourite palette. Factors such as age, education, and economic status also play a role in colour preferences and should be considered when choosing what colours will represent your brand.
Choose Unique Background and Foreground Colours
After identifying your brand colours, to maintain consistency in your online presence, use these colours in the background and foreground of your site. You can use your accent colour for visual cues, calls to action, and prompts.
In two separate studies on the psychology of colour in marketing, the research found that consumers prefer colour patterns with similar tones. Consumers also tend to favour palettes with contrasting accent colours. For your website, this means you should develop a visual structure that consists of base analogous colours that contrast with your accent colours.
Using Colours For a Stand-Out Digital Marketing Strategy
The proper use of colour psychology can help you develop brand awareness and capture your audience’s attention. Look for colours that promote what you want your brand personality to be and what you think will attract your target market. Reach out to a professional digital marketing agency specializing in graphic design services if you’re unsure what brand personality you want to develop or what colours will represent it the best.
