According to research conducted by Satyendra Singh, “people make up their decisions within the first 90 seconds of their first encounters with individuals or products. Around 62-90 percent of their evaluation is based on colors only.” The author then discusses the way color choices distinguish businesses from their competition and affects the perception of consumers towards a product. Colors evoke moods and emotions, invoking positive or negative emotions about the product.
What is this all about in the world of online marketing? There’s plenty! Color is an essential factor in the effectiveness of an online marketing campaign. The appearance of logos and color schemes for ads and websites directly affect the consumer’s behavior.
The logo of a company must reflect the company’s personality. The colors can convey a distinct character or style; for instance, pink can signify an attractive brand, while black and silver could indicate an image that is more male. A logo that has many bright, vivid shades will convey an energetic, outgoing style, whereas some darker shades will reflect a more confident and spirited style. While social pressures have people identifying specific colors with particular ideals, businesses should select the logo that is consistent with their brand identity and represents their character.
Advertisements are inherently different from logos. While logos represent the business that they represent, advertising is a specific offer. They generally have a brief duration, particularly in the case of seasonal offers or the expiration of an offer. Therefore the designs change frequently. Effective advertisers examine their ads to determine what colors result in the highest conversions and then adjust the design to suit. The ads don’t have to reflect the logo and even represent the brand’s image. They’re customized to the promotion that they’re designed for.
Additionally, advertisements are designed to create an emotion in the viewers. For example, a Halloween-themed advertisement could, for example, work better when created with orange and black, as opposed to other colors. A promotion that is scheduled for the time of a national holiday is likely to be more successful in converting when it is designed in the same colors as the nation’s flag. If an advertisement evokes thoughtful responses from consumers and they are receptive to buying into it, it is significantly greater.
Additionally, call-to-action buttons that have a different hue than the rest of the advertisement usually increase sales. If the advertisement is using different shades of green and blue, the CTA button should be in a striking blue or red so that it is noticed by people watching. The apparent contrast in color diverts the attention of the buyer away from the content and the conclusion of the sale.
Websites and Landing Pages
A website, just like an image, conveys the character of a brand. But, it must also convey the message of the brand to its customers. A tech-savvy company could employ a traditional color scheme, with standard fonts and simple photos (think Apple, HP, and Samsung), and companies that cater to youngsters might use the more traditional colors and more imaginative images that have unique forms (such as Toys”R” Us, Gymboree and LEGO). Their website will not just align with their logo; their user-friendly features will be compatible too.
The Apple website is comprised of white, crisp space, and showcases items in a logical manner, and is targeted at a segment of the population who are interested in high-tech gadgets. LEGO is, on the other is more focused on interaction with users, allowing children to conduct surveys, make their own toys, and even play games. The imaginative design of a site must convey the message of a brand effectively. Websites that use the wrong colors, fonts, or images that don’t convey to the user a sense of the brand will lead visitors elsewhere.
Companies must be careful regarding the color selection when it comes to the design of their logo, websites, and advertising. There are many factors that affect how consumers perceive the brand, and innovative design choices can boost sales across various platforms.