Dear Hivers
Color, a powerful marketing tool.
The first visual element perceived and remembered, color has become a marketing tool of prime importance. Some brands are not mistaken since they do not hesitate to reserve the exclusivity of a shade of color and to protect it by an official registration (eg: IBM blue, Coca-Cola red, BP green).
It is well known that marketing is the art of persuasion . In these times of increased competition, the business challenge is therefore to constantly innovate to better stand out and singling out their offer. The sensory marketing promotes the differentiation awakening and stimulating areas of the brain most instinctive potential customers. Among the many factors that influence consumer behavior, visual cues - including color - are essential.
More than a simple decorative element, the color serves not only to identify and differentiate the offer (ING orange or Caterpillar yellow), but also to draw attention to certain characteristics of the product (warm colors surf equipment to reinforce the impression of effective protection against the cold).
Color is therefore an integral part of the system that represents your business across various platforms. Of the thousands of shades to choose from, each can send a different message.
The most famous brands in the world are defined by their colors because they knew how to use them strategically and effectively in their logo, their website, and their products to seduce customers.
How to choose the color of your brand?
As we have seen, the strength of a brand lies in its ability to stand out . However, if you choose the same color as your main competitor, you will not be able to distinguish yourself from him. Sometimes you will even be seen as a "copier" or a "follower".
On the other hand, to assert your personality, you will have to show originality while measuring the impact of your choice on the perception of your (future) customers.
Color is an essential emotional dimension of your product.
Before opting for a particular shade, you should therefore ask yourself a few questions:
What color best represents the personality of my brand?
What color suits the characteristics of my products / services?
What colors are your competitors using?
To learn more about the psychology of colors and how they influence purchases, we refer you to the excellent infographic published by Kissmetrics .
And since it is much more difficult and complex to change the colors of an established brand, we recommend that you think carefully before you start and make the right choice from the start.
And if you do not get by, do not hesitate to contact us, we will be happy to advise you and guide your reflection.
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