Imagine heading to a local café and ordering hot chocolate. They serve it to you in a white cup. Chances are, you won't like your drink. That's not an indication of the quality of the café or the hot chocolate, but rather the color of the cup.
This conclusion is based on a study by the Polytechnic University of Valencia and the University of Oxford. The universities served hot chocolate in white, cream, red, and orange cups. The drinks were identical, but volunteers claimed that the flavor was better when the drink was served in an orange or cream-colored cup.
Surprised? You might not think much about it, but we experience the world through colors. Every day, in all we do, we respond to the colors around us.
Imagine landing on a website filled with clashing blue, orange, and pink. It would be difficult to focus on the page, and you'd likely leave right away. Alternatively, visit a beautifully designed website like Apple.com, with white, silver, and gray, highlighted by beautiful, crisp photos, and you'll enjoy spending significant time there.
When prospects arrive at your website, see your display ad, or click through to your landing page, they make decisions within seconds. Color combinations influence their reactions and behavior significantly. Therefore, it's critical to carefully select the colors in your marketing materials.
Here are three ways to juice your marketing results using color.
1. Branding
Your branding dictates prospects' expectations of your company, helping them decide whether to do business with you. According to the University of Loyola, Maryland, color increases brand recognition by a whopping 80%. Therefore, pick the right color for your business and maximize your revenue potential.
In the West, for example, and particularly in the US...
- Blue is typically associated with strength, trustworthiness, and loyalty. That's IBM, Lowe's, AMEX, and Hewlett-Packard use blue logos and color schemes.
- Orange is associated with fun, excitement, action, warmth, and passion. Nickelodeon, Amazon, Fanta Soda, and Firefox focus on orange.
- Red stands for energy and power. It's youthful and bold. Check out the red logos and color schemes of Coca-Cola, Virgin, Target, and Netflix.
- Green is the color of wealth, and many financial services firms, including Fidelity, H&R Block, and TDAmeritrade, embrace it. It's also the color of nature—think Animal Planet, Greenpeace, and Whole Foods—and can represent natural strength: Think Starbucks, Tropicana, and Monster Energy.
- Yellow conveys happiness, optimism, and friendliness—while grabbing attention. Among the logos that use yellow are those of McDonald's, Hertz, Nikon, Best Buy, and IKEA.
- Pink is (stereo)typically seen as romantic and feminine, representing love and warmth. Pink logos include PINK by Victoria's Secret, Baskin Robbins, and Barbie.
Consider—and, if necessary, rethink—your identity, brand, and values, and then select colors to convey those attributes. With a color palette that evokes your brand's true DNA, your marketing will achieve greater success.
2. Websites and Landing Pages
Your website and landing pages are perfect places to communicate your branding—and influence prospects' behaviors—via color. Websites and landing pages are highly visual, with sufficient "real estate" to incorporate effective color combinations and high-impact visuals.
Use color to help visitors immediately connect with your site and company. According to CCICOLOR, people make subconscious judgments about a person, environment, or product within 90 seconds, and up to 90% of that assessment is based on color alone!