Twelve Surprising Ways Color Influences Marketing
How many forms of communications can you name? Speaking, texting, emailing, writing (on paper), painting, drawing, sculpting – the list could go on. What about color?
Color is a widely used form of non-verbal communication, just like body language, and because color evokes emotions, it plays a big role in marketing.
- Yellow = optimism, clarity, and warmth. Often used to grab attention of window shoppers.
- Orange = friendly, cheerful, and confidence. Great to use in a call-to-acton to buy or subscribe.
- Red = excitement, youthful, and bold. Creates urgency, hence it’s used for clearance sales.
- Pink = romantic and feminine. Used to market to women and girls.
- Purple = creative, imaginative, and wise. Often used for beauty or anti-aging products.
- Blue = trust, dependable, and strength. Used by banks – and Twitter, Facebook, and LinkedIn.
- Green = peaceful, growth, and health. Used to create a relaxing feeling in stores.
Neutral (gray, black, white) = balance and calm. Black is also considered powerful and sleek and used to market luxury products.
- 93% of shoppers rely on visual appearance when shopping
- 85% said color is the reason they purchase something
- 80% of brand recognition is based on color
Color also attracts different types of buyers:
- Red-orange, black, and royal blue attract impulse shoppers
- Navy blue and teal attract buyers on a budget
- Pink, sky blue, and rose attract traditional buyers
Does the color you use in your branding send the right message? Why or why not?
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Monika Jansen is a copywriter and editor who is happiest pounding out blog posts, website content, and other marketing materials for her clients, who tend to be startups and professional service providers. She is a blogger for GrowSmartBiz and the managing editor of UberStories. You can follow her on Twitter (@monikacjansen) or find her on LinkedIn.