Choosing The Right Colours
While many business owners worrying about the written content on their website and whether it has enough keywords in the right place, one area they don’t consider so closely is the colour they use. Most marketers will tell you that visual media has a more immediate impact – people process it a lot quicker than written communication for a start.
It also tends to have a bigger emotional impact.
Colour choice on your website and in your branding can actually have a huge influence. According to some research, a products colour influences about 60% of a customer’s buying decision. And colour is actually the first thing people notice about your logo. The truth is that different colours can unleash a whole range of different emotions and reactions. If you haven’t thought about this much until now, this is the moment to review the choices you made for your brand.
Key Factors in Colour Choice
- Ask most people to recall famous brands and many of them will focus on the colour to start off with. It’s something that attaches almost sub-consciously to your brand and makes it more easily recognisable. Get it right and any potential customer is more likely to recall your brand over others.
- Different colours can say different things. Red can seem bold and youthful. Blue engenders a greater level of trust. Green might better represent health and clean living. Purple or lilac could instil a sense of creativity. Colours can create either a strong physical response or a more intellectual one. Choice, therefore, is important.
- Perhaps most obviously, bright or neon types of colours can quickly attract the eye. In other words they can be a little distracting. If you’re trying to get your customer to read a particular bit of text and you have bright colours nearby, for instance, you may want to reconsider your approach and tone it down a little.
- How colours fit together on your site or promotional material is just as important. Some colour complement each other, some colours jar against one another. Get the balance right across all your branding if you want to give your customers an experience they’ll remember.
- It’s not all about branding. If you are using a certain colour for your text you need to be aware that it can affect reading speed and efficiency. There’s a reason that black on white works well in most circumstances – there’s a strong contrast between the two which makes reading a lot easier. Certain colours like red can strain the eyes while pale ones can be difficult to make out.
- Similarly, backgrounds are just as important. Large blocks of colour that seem to shout at you can make a potential customer actually wince and go look somewhere else for their product. Again you need to make sure that customers can read what you have on offer easily and without thinking – that often means using muted and pale colours rather than strong ones for backgrounds.
Colour can certainly define your brand in a number of ways you may not have imagined and it pays to review the visual impact of your brand on customers at least once in a while. A few small changes here and there can make a significant difference to how customers perceive you and may even improve sales and engagement.