Think about this for a moment – what’s the most powerful tool you have at your disposal? Money? Beauty? Charm? Power? In our opinion, if you thought about it, you were using it. The human brain.
The human brain is by far the greatest tool each of us possesses —whether we occupy it with philosophical journals, funny cat internet videos or a search for a vaccine. In fact, the human brain is so powerful it can process thousands of things at once while keeping focus on whatever is priority at the moment (especially if it’s a cat riding a Roomba).
But one of the most important things the brain processes is our senses, and no other sense is more important to marketers than sight. According to NeuroRelaycom, 93% of customers rely on visual appearance when looking at new products. And of that group, 90% say their impulse buys are based on color alone.
Colors are a powerful strategic tool that, when played right, can be a smashing success for any brand. They can stoke emotions and feelings within us that can change our behavior in an instant (think of a red convertible driving away into the sun). Science can back this up, too, regarding color as a main stimulator for our minds.
But what colors should you use? Well, that depends on what you’re trying to do. Color can influence buyer behavior in many different ways. Trying to influence impulse decisions like motivating a prospect to click? Science says warm colors like reds, oranges and mild blues can drive consumers to action. Not to mention – reds, yellows and oranges are great for absorbing customer’s attention. Want guests to relax? A deep blue (ocean) or dark green (forest) can help ’em chill while installing a mood of trust in their mind.
Speaking of trust, think of some of your favorite brands. Smart branders know that color is a key component in connecting their message to their consumers, like Home Depot’s orange (suggesting value) or T-Mobile’s magenta (emoting self-respect and contentment) — colors which both brands have trademarked. Color can even become the cornerstone of a campaign, as it did eight years for UPS (if you don’t know the story of how the campaign came to life, Google it).
Having a color for your brand increases recognition by 80% (NeuroRelay.com) and the more recognition your brand has, the more likely you’re top of mind. So whether it’s mint green (Mint Mobile), bright red (Coca Cola) or shades of blue (just about everything healthcare) – think about what color or colors best represent your brand, and how those colors inspire your audiences.