How to Grow Your Audience Using Colors

Choosing the Right Colors for Your Business

We all know that visuals are important when selling a product. For example: a sleek, silver computer is more appealing than a clunky black laptop. These same principles apply to branding your business as well. Even though you aren’t always offering something tangible, your visual presentation will go a long way in determining how an audience responds to your brand.

 

Color psychology is a real field that studies the link between color and behavior. Studies show that color can subconsciously influence perception. Marketers have been taking advantage of this information for years. McDonald’s uses yellow and red because it’s been shown to increase hunger. Many brands use green to be seen as environmentally friendly.

 

Let’s explore more basic qualities of different colors, and how they’ve been used in marketing.

 

Red

Brands: Target, Coke, Netflix

Qualities:

– Powerful: Red triggers a strong response, either positive or negative

– Urgent: Often used for sales

– Exciting: Popular choice for cars and lingerie brands

 

Orange

Brands: Mastercard, Amazon, Shutterfly

Qualities:

– Warm: Associated with the sun and feel-good brands

– Fun: Good for brands that do not want to be seen as “corporate”

– Inexpensive: This can be good or bad depending on what you want to tell your customers

 

Yellow

Brands: Shell, IKEA, McDonald’s

Qualities:

– Optimistic: Elicits positive emotions and happiness

– Creative: Associated with productivity and innovation

– Anxious: May make people feel uneasy, but can increase hunger

 

Green

Brands: Starbucks, Whole Foods, Android

Qualities:

-Healthy: Green is synonymous with nature and is used by many “eco-friendly” brands

-Prosperous: Associated with money and wealth

-Relaxing: Often used by health brands, easy on the eyes.

 

Blue

Brands: Facebook, Visa, Samsung

Qualities:

-Wise: The color of reason, inspires loyalty

-Calm: Associated with water and serenity

-Dependable/Safe: Popular choice across the board, may not help you stand out

 

Purple

Brands: Hallmark, Yahoo, Cadbury

Qualities

-Luxurious: Great for brands that want to come across as prestigious, may be seen as expensive

-Ambitious: Long associated with royalty

-Spiritual: Deeply connected with emotion and spirit

 

Pink

Brands: Dunkin’ Donuts, Victoria’s Secret, T-Mobile

Qualities:

-Feminine: Used for products geared towards women

-Imaginative: Sparks creativity

-Quirky: Used to stand out and defy expectations

 

Black

Brands: Nike, Chanel, New York Times

Qualities:

-Powerful: Popular choice for athletic brands

-Elegant: Simplistic yet powerful, popular for high-end fashion brands

-Cold: Not suitable for some industries (eg Health)

 

White/Silver

Brands: Apple, Lexus, Adidas

Qualities:

-Clean: Seen as simple and modern

-Innovative: Popular for technology

-Plain: Can be difficult to pull off, requires restraint in design

 

Create the best color scheme for your business

Successful marketers and designers know that color doesn’t just stop at your logo. It should be considered in all of your visual choices — all the way down to the buttons on your website. Hubspot ran an A/B test between a red button and a green button on the same web page. They found that the red button outperformed the green by 21 percent.

At Heartbeat Interactive, we can make sure your branding has an impact at every level. Your website is often the first interaction a potential customer will have with your brand — and we’ll make sure you stand out. Learn more about our web services or get in touch!