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The News Chair

Coloring Your Reaction to Marketing



When it comes to colors, I admit to being a stereotypical guy: I don’t really pay much attention.


Christopher Lloyd

Christopher Lloyd

Ask me to name the eye color of someone I interact with daily, and I’ll probably be stumped. When it comes to clothes, I dress from the ground up, picking from a small rotation of shoes, then selecting pants that match them, and finally a shirt that (I hope) goes with the rest.


But like a lot of people who don’t consciously spend a lot of brain power on color, we’re all subtly influenced by hue in most everything we see. And that includes marketing and advertising.


See it, feel it

The Logo Company has a terrific guide to how people react psychologically to color in logo design:


Yellow – Clarity and warmth (Brand examples: Best Buy, Subway)

Orange – Cheerful and confident (Fanta, Nickelodeon)

Red – Youthful and bold (Target, Nintendo)

Purple – Imaginative and wise (T-Mobile, Taco Bell)

Blue – Dependable and strong (Dell, Lowe’s)

Green – Growth and health (Whole Foods, Publix)

Gray – Calm (Apple, Hyundai)


As a result, it’s not surprising to find many medical/health companies utilizing blue in their marketing, while many oil and energy companies pick green to connote a sense of being friendly to the environment.


How to leverage the luminosity

Leo Widrich of Buffer has a good roundup on PR Daily about how best to leverage color in marketing. For example, if you’re pitching mainly to a female audience, favor purple and avoid gray, according to KISSmetrics. For men, try black and downplay purple. Both genders like blue and green, and both dislike brown and orange.


All this may sound like a bunch of hooey, but studies have proven the effect of color on marketing choices. HubSpot ran an experiment to see if the color of a button would affect conversion rates, and discovered that a red button got 21 percent more clicks than the same one in green.


Of course, color has less of an effect on certain people. Roughly eight percent of men have some degree of color blindness, and 0.5 percent of women. Mark Zuckerberg famously chose blue as the dominant shade for Facebook because that’s the color he sees best, being red-green colorblind.


Hue you gonna call?

At Coles Marketing, we have an experienced team of graphic and Web designers who know all about how color fits into brand strategy. Let us find the right shade for your marketing outreach!


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