Most of us are blissfully unaware of the complementary colour wheel and how this plays a vital role in online marketing. When it comes to designing your website and incorporating your colour schemes, consider the following tips and tricks to help you tap into your target market.
Using colour can be simplified by following these simple steps:
Choose the right dominant colour for your brand. This is used boldly on your website to connect with your target market and must be aligned with your colour personality brand identity.
Combine complementary colours that support your dominant colour theme to create the perfect colour scheme.
Choose a background colour that effectively highlights your products or service.
Use colour correctly in the right places to bring all your website elements together, designed to draw your online users in.
Sounds relatively simple, but let’s look at an example to get a clearer idea of how to bring each element together.
The iconic coca-cola brand is a dominant market leader largely due to their colour combination strategy. When we think of Coca-cola, we may think of the ice cold refreshing soda itself, but subconsciously we visualize the bold red branding. This colour choice was no accident for the worlds number 1 soda and here is how and why it works.
The colour red serves 2 critical purposes:
The fire engine red stands out amongst competitors on display shelves
Every colour has different feelings or emotions attached to it. And the colour red triggers feelings of excitement, boldness, love and passion for consumers, which are precisely what Coca-cola want you to associate with the brand.
Fact: 85% of consumers place colour as a primary reason for why they buy a particular product.
By now you should be thinking of colour in a whole new light, shade and tint! This crucial element will either draw or deter consumers to your brand, depending on how it makes them “feel”. Your brand identity, logo and website design all need to be under the correct colour umbrella that is a powerful marketing strategy all on its own.
Colours for Consumers
Different colours have the ability to attract different types of consumers, and even alter their shopping behaviors.
Red Orange – Black – Royal Blue
– impulse shoppers
– fast food, outlet malls, clearance sales
Navy Blue – Teal
– shoppers on a budget
– banks, larger department stores
Pink – Sky Blue – Rose
– traditional buyers
– clothing stores
Furthermore, colour can be used to your advantage to attract the type of consumers you want for your business.
– represents wealth, health, tranquility and nature
– the number 2 most preferred colour by men and women
– think Whole Foods, Animal Planet, Tropicana
– represents youthfulness, optimism and cheerfulness
– used to grab audience attention but can cause strain on the eyes so use sparingly
– think Mc Donald’s, Hertz, National Geograohic
– represents friendliness, enthusiasm, creativity
– promotes people to take action attracting impulse shoppers
– think Amazon, Harley Davidson, Payless
– represents passion, energy, urgency, excitement, vibrancy and danger
– effective in triggering powerful emotions
– think Target, H&M, Coca-cola
– represents feminine, sweetness, innocence, fertility and romance
– often used for targeting women and young girls
– think Barbie, Victoria’s Secret, Cosmopolitan
– represents royalty, wealth, success and wisdom
– has a soothing, calming effect on consumers
– think Qatar Airways, Cadbury, Crown Royal
– represents trust, security, stability, peace and calmness
– often used in business and banks to create a sense of trust and security in the brand and is the number 1 preferred colour for men and women
– think American Express, Dell, OralB
– represents neutral, simplicity, calm, futuristic and logic
– lacks emotion in association with technology, precision, control and even sophistication
– think Apple, Mercedes, Bosch
– represents power, luxury, sophistication, elegance
– often used to promote leaders in luxury products and services
– think Chanel, Rolls Royce, L’Oréal
Now that you have a basic idea of what different colours mean and how they impact consumers, you can design your website using colours that match your brand identity, aligned with how you want your online visitors to feel.
The exciting part is that we have really only tapped into the premature stages of how colour can be used as an effective marketing tool! But who has time to get a PhD in colour theory? Contact the colour creatives at Simply Graphic to help you design a brand and website that attracts your target market, making a memorable (subconscious) connection with your audience, that makes you stand out from the competition.