Color Selection to Play a Bigger Role in Branding Campaigns

In branding campaigns, marketers seek to make an emotional connection with consumers. This colorpaletteconnection serves to strengthen the loyalty a consumer feels to the company’s products and services. To generate emotions, marketers appeal to consumers visually, especially with the colors they use in logos, on the products, and on packages.

Every culture assigns specific emotions to individual colors. In the U.S., black is associated with power and this color often appears on high-​end products. The color green is universally associated with nature and ecology and is therefore used in campaigns for medicine, science, and tourism.

The analytics firm, KISSmetrics, says that marketers can generate more excitement about their products and services when they use specific colors to target genders. For example, women tend to like blue, purple and green. Men favor black and blue. Interestingly, both men and women dislike brown and orange so marketers may want to avoid those hues.

The use of colors on a web page or in an app can make a difference when a marketer is attempting to change consumer behavior. In a study conducted by HubSpot, consumers were prompted with an action button titled Get Started Now! Consumers were given the option to select a green or red button. The screens with the red button had a 21% higher click rate. Analysts linked this response behavior to our association with this color. Red stirs excitement and passion in people.

Have you been experimenting with different colors in your marketing campaigns?

[Source: Widrich, Leo. Why is Facebook Blue? Fastcompany​.com. Web. 15 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.