In today's digital world, it is important for a brand to develop a strong visual image. Visual branding is very important across all digital and non-digital marketing channels. Your website is often the first point of contact between your brand and potential customers. Making a good first impression is essential. Studies show that our brains process images 60,000 times faster than simple text, and 90% of the information sent to our brains is visual.
Color is a great way to grab attention and convey meaning. You can have the best website content and calls to action, but if the potential customer doesn't have a positive emotional connection with colors, they won't stay on your site or view your digital marketing.
Visual synchronization of colors and brand helps tell a story. Color sets the tone for how it is perceived by the customer. When building your brand around color, you should choose a color that represents the desired association and consistently apply the color to your logo, advertisement, and website design.
How do you choose a color?
Think about your marketing goals and the response you expect from your customers. Do you want people to be excited when they see your brand? Think about your target market. What are their values and aspirations? What do they like?
When designing your website or digital marketing, consider color which can drive website traffic, clicks, and encourage users to act or buy. There is no single color to increase conversion rates on a website. However, research shows that when a color stands out, it performs better. HubSpot tested a green call-to-action button against a red call-to-action button. The red button did 21 percent better than the green.
Colors Importance in Digital Marketing
Because digital marketing lacks any face-to-face contact or voice communication, the use of color matters more in this space than in a retail storefront where companies have the luxury of recruiting people qualified to translate the values and products of a company. The colors you choose for your logo, website design colors, infographics, and inbound marketing material can translate messages and inspire emotions that convert into sales.
Impact of Colors On Branding
Color is a huge branding factor, according to a recent study, because a signature color can increase brand recognition by 80% - just like Coca-Cola Red or FB Blue. Another research claims that people make the first reviews of other products, and objects within the first 90 seconds, and up to 90% of the review is based on color alone.
Most buyers also believe that the brand's color reveals the true nature of its products or services. For this reason, over 30% of the world's top 100 brands use blue in their logo. The logic is clear: blue suggests credibility and reliability, which is what an average customer needs. See how the psychology of color impacts branding.
- No exact strategy
- Certain Colors influence consumer behavior
- It’s all about context
- Color helps create a brand
Although there is no exact strategy for creating a branding. Certain principles can be used to create the required effect with specific colors in company logo design and brand marketing. The colors used on the brand's website can have an impact on the effectiveness of the site. For example, the Colour of call-to-action (CTA) button can influence the number of clicks a website has, without changing anything else on that page.
Understanding colors and their influence on consumer behavior and decision-making is the foundation of building a business brand and can be the difference between success or failure.
It's not just about using a particular color and understanding its widespread association. Understand how a color can have different effects depending on where it is used. What is the tone of the color? Is there an image used with it? What color is placed next to it? For example, yellow doesn't always have to look bright and creative. Sometimes it can be sickly and pale, depending on how it is used.
Keeping in mind aspects such as color theory, the impact of colors, how they help build brands, the most popular color strategies, design principles for the use of colors, how to appeal to the correct demographics, and examples of colors used by top brands in their logo designs. It further expands the knowledge of establishing a brand identity with specific data on the influence of colors on particular industries and demographics.
Here’s a colour emotion guide by The Logo Company that shows what different colors represent & the brands that use them.
Final Thoughts
Marketers should use every strategy and every tool possible to drive sales, build brand loyalty, and increase conversions. The choice of colors is not to be taken lightly when designing your website and digital marketing. Use color psychology to help build a strong, trusted brand.
When it comes to choosing colors, you have to test. You can't know how your audience will react to your colors in your content and layout without creating thoughtful A / B testing to determine the color combinations and placements that generate the most leads and traffic in your content. The right combination of colors can make all the difference and help your brand stand out in a crowded market by helping you connect with your target market.
