Whether you are launching a new brand, new product or promoting existing products, color matters. And which colors you choose says a lot about your company, but it should also say a lot about your audience.
Color decisions should be made with insights and data about your audience to objectively support why specific colors are selected. While we know color evokes different emotional reactions for everyone, there are general frameworks around the psychology of color and how it can be applied to support successful marketing tactics.
The below highlights four ways we recommend using color to strengthen your brand awareness and connect with your audience.
Color has the power to influence how your audience feels about your product or brand. Are you looking to create a sense of urgency? Use bold red. Want to emphasize eco-friendliness? Opt for green. Is your product revolutionizing its industry or sparking innovation? Go for electric blue or orange to signal energy and excitement. The right color choice can instantly communicate your message without using a single word.
Don’t know what color is most attractive to your ideal customer? Ask them. Include targeted questions in customer surveys or get real-time feedback during user experience interviews to gain first-hand data into audience preferences.
While some colors might feel predictable, a bold and unique palette can help your brand stand out in a crowded market. If you’re tired of the same safe choices, consider taking risks with colors like hot pink or highlighter yellow to showcase your product’s unique attributes. You don’t have to change your brand colors, but can add colors purposefully to particular marketing pieces to standout from the crowd. Examples could include a social media campaign, POS display or event graphics.
The right color doesn’t just complement your product, it conveys its story. Various studies highlight that people rely more on visuals than text for decision-making, particularly in e-commerce, where 93% of buyers say visual appearance influences their purchase decisions (source). Let your color choices speak volumes and set your brand apart from your competition.
Various studies highlight that people rely more on visuals than text for decision-making, particularly in e-commerce, where 93% of buyers say visual appearance influences their purchase decisions (source).
Pro Tip: Tools like Google Trends can help identify color preferences specified during Google searches. Additionally, eye tracking software can also give you a data-driven edge when selecting your color palette online and testing out what draws viewer attention best.
If your product is going global, cultural sensitivity in color selection is crucial. Colors carry different meanings in different regions. For instance, red and gold are auspicious and lucky in many Asian cultures, making them great choices for launches in those markets. On the flip side, some colors or symbols may have unintended negative connotations. Understanding cultural associations ensures your product resonates, avoids pitfalls and builds trust across regions. While recognizing cultural sensitives can be cumbersome, our work with affiliates across the globe allows us the flexibility to gain insight and expertise with teams on the ground in more than 100 major markets – providing our clients with valuable market knowledge at no additional cost.
Engaging your audience in the decision-making process is a smart way to build loyalty, excitement and trust with your audience and shows that your brand cares about customer experience. Social media polls and posts asking your customers to vote on product colors can generate buzz and a sense of personal involvement. We’ve successfully implemented this strategy for clients ranging from small aftermarket suppliers to electric truck makers. Whether your product is big or small, involving your customers helps align your brand with their preferences while fostering stronger connections.
By using these strategies, you can amplify your brand’s impact, enhance cultural relevance and create a color palette that not only grabs attention but leaves a lasting impression. Need help selecting the perfect colors to tell your story? Let’s work together to create a design that makes your brand unforgettable.
