The subject of color in marketing has been viewed with fascination but has attracted a lot of controversy. There are many self-professed experts but most articles written on the subject are either guess work, anecdotal accounts or personal opinion. There is a limited amount of research that indicates that color may influence the way your clients and potential clients feel about your brand and your reputation.
Interpreting data on color preference is not easy
There are several inherent difficulties in collecting and interpreting data on color preference amongst consumers which makes it difficult to draw conclusions that are useful in marketing.
The most difficult issue is that our reactions towards a color are formed during our personal experiences and so the two are very closely linked. It can be almost impossible to separate these factors in any sort of study. This precludes relying on color alone as a marketing tool or as a tool to enhance your reputation. A color than one consumer views as reassuring could be viewed as risky by another.
Using color could help your marketing strategy.
You should not, however, ignore the use of color in marketing. There are ways in which color could fit into your marketing strategy. Research indicates that snap decisions are often made on the basis of color. Consumers are not so influenced by color when they make more considered decisions. Color could be useful, therefore, for products that consumers buy in a hurry
You need to ensure that a color fits in with your brand. It must fit in with the ethos and culture of business and as part of an overall marketing strategy. The colors selected for your logos and your branding materials will determine the ‘personality’ of your brand. If a consumer likes your personality, they will buy your product.
Intelligent use of color in marketing
Color is useful as part of a wider marketing strategy. At the heart of this is your reputation. Brandon Hopkins can help by sharing his insider tips and experiences so that you can choose a good reputation management company that can take your business to the next level.
To use color effectively in your marketing material you need to think about what is motivating a consumer to buy your product. Are they looking for something to make them feel calm and relaxed? If so, it is best to avoid high-intensity reds and yellows. Your colors need to match the emotions of your client because it is emotions that sell products not colors!
It is true that some colors are associated with some traits and if these are attractive to your clients they will want to buy your product. So, if a potential customer is looking for a product because they want to appear rugged and manly, brown would be good choice. Similarly, purple is connected with sophistication and could be useful for marketing high-end fashion jewelry. Red is associated with excitement and perfect for toys or games.
Whilst the jury is still out on the importance of color in marketing it clearly plays a role and could be part of a valuable marketing strategy.