According to an old Irish tale, there was a pot of gold at the end of the rainbow. For marketers, choosing the right colours from the marketing colour spectrum can lead marketers to wealthy markets. Businesses that strategically use colours in their product and brand marketing can gain a competitive edge over competitors when customers are making a decision about their purchase. Salespeople have used this strategy for decades when pitching high-ticket items such as cars and asking them to make a choice based on colours.
Car salespeople are known for asking potential buyers which colour they would like their car in to secure the sale.
Pull up banner specialists Classic Colour have provided the following reasons why businesses should consider how colours should be used in their brand’s marketing.
People can identify brands based on colour.
The visual sense is usually the strongest one in most human beings and can influence up to 80% of people’s purchasing decisions when faced with choices among other brands. YouTube designer Marc Hemeon published a post on Medium challenging readers to identify brands simply by looking at the colours of the buttons provided.
Colors trigger feelings.
Colors trigger people to think in different ways. Many established brands deliberately choose colours that will trigger feelings and emotions with their customers. For example;
The popular children’s network uses bright orange; which exudes cheerfulness and confidence.
The logo uses green to endorse the message of growth, health and peacefulness with its coffee brand.
The brand is known worldwide for its famous golden arches. The colour evokes optimism, warmth and clarity.
Federal Express uses two different colour schemes to brand its ground and air services. Notice how the green easily identifies with the Earth and nature while the air service communicates the high energy and speed of air transportation.
Tailor your brand’s colour to appeal to your market.
It is important to have your brand resonate with your target audience. Businesses can achieve this by identifying the colours that their market relates to the most in order to make the brand more likeable. The research team from Kissmetrics published an infographic detailing how colours affect conversions. Some of the key findings from their study concluded that:
- Women were more attracted to blue, purple and green.
- Women disliked orange, brown and grey.
- Men loved blue, black and green.
- Men disliked brown, orange and purple.
If you’d like to learn more about creating infographics, be sure to check out this other article on Steamfeed.
Colours should be strategically used in the brand’s sales marketing.
There are marketing formulas that should incorporate the tactical use of colours. This includes:
The brand needs to stand out from the competition. The way the brand is packaged with your logo will capture people’s attention quickly.
The product needs to captivate the prospective buyer.
Colours that resonate with the prospective buyer will be more appealing and incentivise them to proceed with making a purchase decision.
This is where the prospective customer will commit to proceeding with the sale. Colours used throughout the customer’s experience should give them the confidence to proceed with the sale.
Like the cliché “A picture tells a thousand words”, the use of colours in your brand’s marketing will say a lot about your business. Colours will be the first thing customers will notice about your products and branding. Choosing the colour initially may cost you nothing, but the wrong choice could cost your business thousands or millions in lost sales over the long-run. Different colours will provoke different reactions among people. It is up to the business to identify the right colours that will resonate with their target market and incentivise them to buy into the mantra of the brand.