Research into the impact of color in marketing, conveniently titled Impact of color on marketing found that colors really do influence the moods and feelings (positively or negatively) of consumers. The research paper indicated that between 60‐90 percent of product evaluation is solely based on color use alone.
Good brands use color to great success to engage their target audience. Before even choosing the color mix for your logo, marketing materials, website or product range it is important to firstly consider some simple points:
1. Know your audience
Know the demographic breakdown of your target audience and what motivates them. Defining who you are speaking to will greatly influence your color selection and color balance.
2. Analyze the competition
Check out your competition and consider how you can differentiate your offerings from your competitors. This can be tough, as you still need to align with your sector and at the same time stand out from others in the marketplace.
3. Consider media platforms
Be sure that whatever color mix you choose for your brand and business it can work online as well as in traditional print marketing. What looks great on a computer screen in RGB may not look so great on paper in CMYK. Start by asking yourself, does my logo work in black and white?
Take the time to carefully consider your color mix, as it will impact on your brand's visual identity.
Scopic works with you from the start to create a strong and consistent brand identity, contact us to find out more.