In marketing, first impressions are everything. With so much information overload at every turn, people now only glance at a website, mail piece or video to decide whether it’s worth their time. Appeal to their senses and they’ll learn more; rub them the wrong way and they kick you to the curb and move on.
That’s why you need to strategically create marketing pieces that have visual appeal to your target audience. This involves a number of different factors—from the font you use to the images you select. Color is another key element. Color instantly sets off visual triggers that point to a big “yes” or “no” in the mind. That means color alone can make or break your marketing.
Six Stats on the Influence of Color in Marketing
A recent Infographic from Kissmetrics (How Color Can Affect Conversions) looked at the psychological influence color has on the human brain. This infographic provides some insightful statistics illustrating the big difference color can make—and how different colors appeal to different individuals.
Here are some key figures from the Kissmetrics infographic explaining the influence and impact of color in marketing materials:
92% of people say the visual dimension is the #1 influencer of their purchase decision
90 seconds is said to be the amount of time people take to make a subconscious judgment about a product
Up to 90% of a person’s initial assessment may be based on color alone
2/3 of consumers won’t buy a large appliance unless it comes in their preferred color
An online marketing campaign increased conversions 21% by simply changing the color of the call-to-action button from green to red
Heinz changed the color of their ketchup from red to green and sold over 10 million bottles in the first 7 months (even though most people will tell you green ketchup sounds gross)
Exploring Color Preferences By Audience
While not every member of an audience shares they exact same color preferences, with a large enough sample you can get an idea of what colors have the greatest appeal to your target audience. Gender is one example of an audience attribute that can influence color choices. (Another Kissmetrics infographic True Colors – Breakdown of Color Preferences by Gender provides more detail on this).
Here are a few examples of how gender color preferences may impact your marketing:
Green and blue are colors both men and women like
Black is color men like that is not favored by women
Purple is a color women like that men do not like
Key Color Takeaways to Apply to Your Marketing
So what do these statistics tell us? What do they mean for your marketing? Here are a couple takeaways to keep in mind when developing creative for a marketing campaign:
1. Build creative based on color preferences of your target audience
As with all your marketing, the colors you choose should be based on what you know about your audience. Identify who you are trying to reach and incorporate colors that appeal to that specific audience. How do you know what colors will have the greatest appeal? That question leads us to our next takeaway…
2. Test different colors with your target audience to find best results
You can use data to get you in the ballpark and testing to put you in the seats. Segmenting can help you choose some initial colors that have appeal to your audience. From there, testing will help you determine what works the best. Analyzing data can get you close, but testing will get you even closer.
Great marketing is the culmination of many different factors. Color is just one of them. But it can make the difference between a first impression and a final impression. Choose your colors strategically to give your marketing the best shot at success.