The Business of Color

Are you using the color wheel to your business’ advantage? Ninety percent of an assessment for trying out a product is made by color alone! We are all visual people and the colors you use in logos, packages, advertisements, website, etc, can generate strong loyalty or, in a worst case scenario, steer people clear of your product. Color is subconscious and it can help to establish brand and image without even saying a word.

Is your market male, female, youth, teen, senior, a particular ethnic group, an industry group? Colors can have different meanings depending on the culture, the industry, and your target market. 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 Logo Company came up with a great infograph on the psychology of logo colors and what the majority of people feel about certain colors. An easy one is the color green; it is universally associated with nature and ecology and is therefore used in campaigns for medicine, science, and tourism.

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The use of colors on a web page or in a mobile app can make a difference when a marketer is attempting to change certain consumer behavior. HubSpot conducted a study where 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. Red stirs excitement and passion in people and in this case something as simple as tweaking the color of a button changed consumer behavior!

Most purchasing decisions are made emotionally and then after are justified by logic. It is essential that you are aware of both the positive and negative impact and response of each color on consumer emotions. Remember, color psychology is not an exact science and there are not right or wrong colors; however, there are colors which may get a better response than others from your target market.

Traditional + Social Integration Tips

As we talked about last blog, having a balanced marketing mix of social media and traditional advertising is important to the health of your company. Bringing your audience online allows them to interact, increasing the impact of your message and branding. In order for this to work, both traditional advertising and social media channels need to work together.

Before we start with some guidelines on integration, make sure your social media channels are well put together and convey your brand’s image.

likeus An effortless way to integrate is to include a social media call to action (CTA) on your traditional media. A successful call to actions is clear, simple, and minimal; not to overwhelm the consumer. “Visit us on Facebook, Follow us on Twitter, Follow our Instagram, Add us on MySpace, Follow us on Pinterest” all on one print ad is way too much. Focus on what audience you are specifically reaching with that advertising and use a specific call to action that will truly speak to them. For example, if you are advertising in a craft magazine, a Pinterest call to action would be perfect.

Show your customers that you are the same company on social media that you are in traditional media. Place a Facebook logo in your print ad with a call-to-action such as “Like Us on Facebook for Exclusive Coupons!” Or, share your TV commercial on Twitter and other social media the same day it hits the airwaves. Make sure it is loaded on your website or YouTube channel as well. If you have a product that requires directions, how-to videos are great. You can advertise your YouTube channel on your packaging and ads to direct people for instructional videos.

In essence, social and traditional media should be used to assist each other. My advice is to consider every other aspect of the marketing mix first and to plan your social media campaign as a complement to existing communications. It is important to interlace your traditional advertising and social media to help further communicate your branding message to the consumer.

Traditional Advertising Meets Social Networking

Where do you, as a consumer, obtain credible information? In the US, the majority of people say friends and family (word of mouth), publications in general, newspapers, and TV. If you notice, these are all traditional forms of media. While recently, all the talk has been all about social media, websites, and blogs. In this wave of ‘new’ media, I think some businesses have forgotten that traditional media is just as important. The key is to take an integrated marketing approach. Let me explain why.

When you know who you are trying to reach (your target market), you should know what shows they watch, publications they read, events they go to, websites they visit, apps they use, etc.

wom In order for consumers to be educated about and have a connection to your business and products you need to inform them and tell your unique story. It is important that your advertising and marketing stand out from your competition, and a story is the best way to do this. People love stories, and the best stories are told across various platforms such as TV or radio, on your website, in print, and with social media (adding photos and videos).

Word of mouth, which is considered the most credible form of advertising, is well supported by social media. Social media is essentially word of mouth in the fast lane. Facebook allows us to show our friends what companies or brands we “like” and to share news with our followers; Linked In provides an excellent platform to spotlight particular skills and experience; Twitter allows users to share experiences (whether good or bad) in real time and for businesses to share news; and blogs provide an opportunity to write more in-depth stories and to provide a real service to consumers by sharing your expertise.

In these scenarios, social media can work together with your traditional marketing. Integrating your online/social marketing efforts to fully support your traditional marketing effort is the best use of new media. Check back next week to get more tips on how to do this.