[STUDY] Colour Theory and its Digital Impacts

Colour theory is the art and science of colours, our understanding of how colours mix, how people perceive colours, and therefore the message the colours communicate. Are you aware that colours impact how one thinks and behaves? Actually, colour ads attract 42 percent more attention than those in black and white. this is true even outside the realm of social media and into print marketing. Prospects hold on to coloured business cards 10 times longer than standard white cards.

Why Is Colour Theory Important to Content and Social Media Campaigns?

When a prospect’s eyes meet a specific colour, they immediately send a message to the brain. After a nanosecond of processing the knowledge, the individual makes a judgment about what they see. If they'll have an interest, bored, or repulsed.

Great marketers finish up testing multiple visuals to seek out the simplest option. However, this can’t begin without an understanding of the advantages of colour theory in marketing.

Colour Affects Consumer Psychology

Strategic design directs prospects’ eyes, subtly telling them where to see and what to focus on. Colour perception is instrumental during this process.

The use of colour harmony also impacts the logic order or psychology of a billboard or piece of visual content. Using complementary colours can create a jarring effect, while analogous colours imbue a way of serenity. The mood a social media marketer wants an audience to feel can essentially be induced with the proper colour design.

Colour Contrast Increases Conversion

With the above benefit in mind, colour choice can increase the effectiveness of a campaign, especially when it involves conversions. Major colour contrasts can draw the attention to a selected element on a page or ad, like your pitch or call to action. Deviating from the ad’s colour scheme can create a focus that pulls eyeballs like a magnet. Often, red and yellow tend to perform better in this vein, but testing is important to seek out what works best.

Customers Associate Colours with Feelings

With social media, the customer isn't ahead of your desk for you to barter the sale. However, colours are often persuasive by invoking emotion. While our individual reactions to certain colours will vary supported on our personal experiences, there are some broad generalizations that do affect customers’ psychological perception of colour. For instance, people often associate the colour blue with trust and therefore the colour green with growth. Luxury brands might use silver or gold to convey elegance or sophistication.

Colour can distract the customer faraway from negative feelings or maybe persuade them to

form a choice or take an action. It’s extremely important to understand your audience when building a social media campaign to make a decision what colours could also be best to the present end.

Colours Are Perceived Differently by Different People

The specific audience and therefore the sort of vibe a billboard is hoping to send should be an element in determining what colours to use and how. For instance, men may prefer bold, bright colours while women prefer softer ones and pastels. Men also tend to keep faraway from purple, for instance, so ads targeting men shouldn't use that colour.

Knowing the audience intimately and selecting what emotions to evoke is instrumental in building an efficient social media campaign.

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