A lot of thought goes into marketing campaigns, as a small error could make or break how well business owners attract their target audiences. Marketers know how important the colors they choose are when it comes to grabbing the attention of potential customers. However, colors do more than simply catch consumers' eyes. Research has shown that each hue evokes certain emotions and influences individuals in different ways.
Before you establish a new marketing campaign to grow your small business, take note of how each shade may impact your target audience to get better results from your marketing efforts.
Colors may be associated with specific type of consumer
According to a survey by analytics and marketing company Kissmetrics, 85 percent of the shoppers considered color as the most persuasive aspect of an advertisement. The results also showed that each type of shopper can be associated with a specific group of colors. For example, impulse shoppers are most attracted to bold hues like reddish orange, black and royal blue. Meanwhile, bargain hunters are more likely to respond best to promotions that feature teal and navy blue.
Therefore, if you have a new product you're trying to put on the market, black or red-orange may attract more consumers and increase your sales, as impulse shoppers tend to make more purchases. Avoid teal or navy blue until you're able to put that item or service on sale.
Certain emotions linked to different hues
Red is popular for ads promoting sales, as the color evokes a sense of urgency and often energizes people. Yellow has a similar effect, but is also associated with youth and happiness. Many businesses - especially clothing and retail stores - use yellow when looking to attract millennials who like to window shop.
It may not come as a surprise that pink is most frequently used when selling to women, as it's often seen as a romantic, feminine shade.
If your company is new and you're looking to create ads that build trust with your target audience, blue will influence consumers to see your brand as secure.
However, if you're trying to expand your company to other countries, keep in mind that the feelings and actions people associate with specific colors tend to vary from country to country. While green may mean wealth to consumers in the U.S., the currency in the U.K. isn't green, so shoppers will likely be affected by the color differently.