Your marketing campaign is your means of establishing and delivering a specific goal for your brand or business. To that end, creating a marketing campaign that is successful and satisfies this goal would be binding to your organization.
Several studies and researches indicate that around 85% to 90% of people make snap judgments, and either like or dislike a product or marketing content based on the colors they see. That is how critical colors are to your brand and/or your company. If you’re not persuasive enough in this instance, there is very little your organization can achieve in terms of reach, engagement, and sales.
As a marketer, entrepreneur, or small-time business owner, your knowledge of color psychology is essential to creating game-changing marketing campaigns. This article will endeavor to examine the many ways through which you can perfect your color palette before you set forth with your campaign.
How Do You Begin?
Whether you’re promoting social media content, video content, motion graphics, or you simply want to create a superb, interactive landing page, choosing the right color palette is what will determine your engagement and subsequent sales.
Let’s look at some of the pointers you need to keep in mind to determine which brand colors you would need for your visual content.
Understand the Basics of Color Theory
Before you decide on what sort of a color palette your marketing campaign would require, you would need to grasp the essentials of color theory. Here’s a look at the basics of it:
- Primary Colors: The three colors that make up all other colors. They are red, blue and yellow.
- Secondary Colors: Secondary colors are created by using primary colors. They are purple, green, and orange.
- Tertiary Colors: They are made by mixing the full saturation of one primary color and the half-saturation of one secondary color. Tertiary colors are also known as ‘two-name’ colors such as red-purple, red-orange, yellow-green, and so on.
- Pure colors: These colors constitute all primary, secondary and tertiary colors without the addition of black, white, or any other third color coming into the mix. These hues are usually bright, cheerful, and intense.
- Tints: Tints are what you get when you add white to pure colors. Also referred to as pastel colors, these shades are light, soothing, and pale when compared to pure colors. Pink, mauve, and baby blue are some examples of tints.
- Shades: You get shades when you add black to a pure color. They are meant to darken and dim the brightness of pure colors.
- Tones: When you add gray (black+white) to a pure color, what you get is a tone. You’d need to do this to reduce and subdue the intensity of hues.
The above elements are what make-up and complete the basics of the color wheel. Since colors have the ability to stimulate emotions, boost conversions, and develop brand loyalty, understanding color theory is crucial to assign a color palette for your marketing campaign.
Apply the Rules of Color Psychology
When you begin to visualize and work on what your marketing campaign should look like and feel like, there are few things that need consideration. You cannot, for instance, pick colors that are too bright or too dull.
You also have to ensure that your visual content is legible. If you think of combining, say orange and blue for an infographic, you might end up giving your audience a headache as it would be too straining to the eye. So you need to make sure that you pair colors that are visually appealing.
When it comes to video marketing, for example, you could engage your viewers just by maintaining a color palette that is pleasing to the eyes. Think of all the times you quit watching a video just because you felt like the colors were an eyesore.
And this is how you can influence user behavior. The video, which was previously an eyesore, could have transformed into a visually engaging watch just by tweaking a few colors here and a pluck there. This is a surefire way of affecting the mood, behavior, and thoughts of your target audience in a positive manner.
A Color Palette That Suits Your Brand
Keeping in mind the colors of your brand (because using the same is sure to have a decisive impact on your customers), a carefully chosen color palette for each of your visual content will aid you in portraying an image of your brand that is to your liking.
If you want to come across as a company that exudes warmth and connection, use colors like orange. The hue is often associated with light, brightness, and the sun. Just because you’re a corporate, it doesn’t necessarily follow that you must-have shades of blue in your logo or brand content.
And yet, the color blue evokes a feeling of calmness, wisdom, and strength. If that is the message you want to convey to your buyers and target audience, you can go the blue route. Essentially, you’re telling your buyers that ‘yes, we are a corporate’, and ‘yes, you can trust us with your money and assets’.
How do You Want Your Viewers to Perceive Your Brand?
If you want to portray your company as a luxury brand in your marketing campaigns, you can pick colors such as silver, white, and black as part of your color palette.
There is a certain elegance to these hues and an association with minimalism that is sure to capture the interest of your target audience. Black, in particular, gives off a feeling of power and sophistication.
Purple as well is often linked to royalty and could also exude a certain level of luxury if that is what you’re looking for.
On the other hand, if you wish to come across as accessible and cheerful or lighthearted, pick colors that are bright, happy, and festive. Yellow is perhaps the best choice for such a scenario.
Having a sense of what your brand is all about and being able to convey that knowledge in your marketing campaign is what will set you apart from your competitors.
More specifically, you need to understand what sort of messages the colors in your campaign are going to send across with your audience, potential customers, and buyers. And this is the sort of discernment that a perfect color palette will communicate.