Consumers today are bombarded by a plethora of options when it comes to their buying needs; the alternatives in which to delegate their money can be overwhelming. But, why then do some consumers go straight to pick up one product over another, or feel like clicking and browsing on some websites and not others. One simple reason can be attributed to that of Color Marketing. Color effects moods and feelings; research suggest that it has a physical effect as well, influencing the hormones that control our emotions.
When using color as a part of a larger image marketing strategy, it can be one of the most powerful methods of creating customer appeal. Studies have shown that color can be up to 85% of the reason people decide to buy and according to recent research by Kissmetrics, color increases a brand’s recognition by 80%. Consider that studies have shown that color can have a variety of effects on a brand, according to statistics from Social Media Today: Increases brand recognition by up to 80% Improves readership as much as 40% Increases comprehension by 73% Can be up to 85% of the reason people decide to buy Companies spend a lot of time and energy in picking out the right colors to brand the way in which consumers view their products, often trying to convey a certain call to action.
Some brands become so closely associated with their color schemes that most consumers can recognize them even when their company’s names aren’t even visible. For example, most fast food restaurants such as Wendy’s and McDonald’s use a lot of orange and red in their campaigns due to the fact these colors are known to stimulate people to impulse buy, eat quickly and leave – playing into the strategy of moving patrons in and out of their restaurants. As Kyle Newton, Creative Director of Merit Mile explains, “The background of your website, the color of the text and tile, all can have some psychological influence to your client. Knowing how colors affect people can make your website more attractive and your brand more memorable.”
In today’s highly competitive market, companies need to think of every possible opportunity to motivate their customer’s behavior. The colors used in their marketing is a major component to an effective and measurable strategy. Talk to a Merit Mile marketing strategist to learn more about how color and visual branding can impact your bottom line results.