04 Jun 3 Reasons to Use Colours in Marketing
For retailers, shopping can be described as the art of persuasion. Marketing teams are allocated huge sums of money for one particular reason, to persuade. Retailers want to persuade you to love their brand, but most importantly they want you to buy their products.
Whilst there is a countless sum of marketing tools that aspiring marketers are taught at school, nothing will ever be more persuading than the look and feel of a product. If we eat with our eyes first, there’s nothing that could suggest that we don’t buy with our eyes first either.
According to kissmetrics.com when marketing a new product “it is crucial to consider that consumers place visual appearance and colour above other factors such as sound, smell and texture”. The key word being “colour”, because 85% of consumers admit that the colour of a product is their primary reason behind their decision to buy.
Convincing your audience to buy your product isn’t the only thing you can do with colour. As colour is open to many connotations based on the personal experiences of a consumer, it’s also open to many implementations by marketers.
Colours can trigger both emotional and physical responses
Colours can be interpreted based on gender, age, culture, religion, ethnicity, geography and many other demographics and because of this it’s a controversial and interesting topic. Whilst there isn’t much data or research to support the theories behind colours, its effects can always be classed as emotional, physical, or even both.
Red is often described as a physical colour as it is associated with sports and sex, for this reason it’s quite often the primary colour used by sports based brands.
By choosing the right colour(s) to represent your brand or product you can quite easily make your audience feel what you want them to feel.
The following is a list of colours and their emotional and physical effects
Stand out from the competition
If all your competitors have branded themselves with varying versions of red, the likelihood of you standing out by also choosing red is next to none. By choosing a colour that is opposite and contrasting to red on the colour wheel you’re far more likely to attract attention.
Below is a list of apps designed for fitness, what you’ll notice is that they all follow a similar colour theme filled with reds, blues, and oranges. What colour would you choose to stand out?
Increase website conversions
When designing a website it’s recommended that you use 2-3 colours, a background, base, and accent colour. It’s also recommended that colours that are contradictory to your main 2-3 colours be used for any call-to-action buttons. In the example below, using a green call-to-action button has caused the button to blend in.
By using the right colours you can dictate where you want your audience to look and what you want them to see.
In marketing, colour is a great tool to use when you want to direct where you want your audience to look. If you want your audience to pay close attention to a specific feature of your product, or you want them to take action and want to be involved in your organisation, what better tool to use than colours?
Colour can be far more influential in the buying decision than all emotive words, textures, smells, and sounds because they are almost always the first thing a consumer will see. Not convinced? Why does both Apple and Wikipedia use grey as their primary colour of choice? Why do Whole Foods, Starbucks, and Animal Planet use Green? Why do both Barbie and Cadbury use tones of purple and pink? And finally, why do Coca Cola, Netflix, and Virgin use red?