Color Role in Marketing
Research has found that when it comes to picking the right color, predicting consumer reaction to color appropriateness in relation to the product is far more important than the color itself. For example, if the demographic you're trying to reach is essentially males, you could assume that pinks wouldn't sell very well. For women, you may be right on track with pinks. So it's important to take into consideration the product or service that you're selling and the demographic you're trying to reach.
Now, there are colors that typically do align with specific traits (i.e. red with excitement, purple with sophistication, brown with ruggedness). It is far more important for your brand's colors to support the personality you want to portray instead of trying to align with stereotypical color associations. Still, color can often be the sole reason someone purchases a product, where 93% of buyers focus on visual appearance and almost 85% claim color to be their primary reason for purchase! So let's take a look at different colors and how they typically influence people:
The Influence of Color
Red – Bold. Creates a sense of urgency, excitement, and passion. Encourages appetite. Physically stimulates the body.
Blue – Associated with peace, tranquility, and reliability. Blue provides a sense of security, curbs appetite, stimulates productivity, and promotes trust.
Green – Associated with health, tranquility, power, and nature. Used in stores to relax customers and for promoting environmental issues. Green stimulates harmony in your brain. Encourages a balance leading to decisiveness.
Purple – Commonly associated with royalty, wisdom, and respect. Stimulates problem solving as well as creativity. Frequently used to promote beauty and anti-aging products.
Orange & Yellow – Cheerful colors that promote optimism. Used to create a sense of anxiety that can draw in impulsive buyers and window shoppers.
Black – Associated with authority, power, stability, and strength. Often a symbol of intelligence, but can become overwhelming if used to frequently.
Grey – Symbolizes feelings of practicality, old age, and solidarity. But too much grey can lead to feelings of nothingness and depression.
White – Associated with feelings of purity, cleanliness and safety. Can be used to project an absence of color or neutrality. White space helps spark creativity.
Properly Using Colors
When designing your marketing print, use contrasts to reduce eyestrain and allow readers to focus their attention on the call to action. Vibrancy can dictate the emotional response users have to your design. For example, choosing brighter colors can lead users to feel more energetic, which can evoke better responses and reactions. But if your print is information-intensive, you may find that a darker color theme will make it easier for readers to process all your data.
When it comes to working with colors for your print market products, it may take a few trial runs before settling on your colors. The colors you originally choose, may not get the response you desired, and by being open to change you allow yourself to feel out the consumer response and adjust accordingly to maximize your marketing effectiveness. At Lake Printing, the best print marketing company, we specialize in graphic design and can help you come up with a brand and print product to best work for your business. Contact us today to discuss your next print marketing project!