How colors are used in Social Media

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t LIVELONG DIGITAL i- DIGITAL MARKETING THAT
GETS RESULTS The Psychology of Color on Paid
Social Media Advertisements JANUARY 8, 2020 BY
PROSPER TARUVINGA BLOG, DIGITAL MARKETING,
WEBSITE DESIGN
There is more to colour than a brand's identity.
No matter what industry you take a look at, the
same colours are used time and time
again. Incorporating certain colours can induce a
specific emotion or reaction. It has become a
standard practice in web design to entice people
visiting websites and social media platforms to
learn about a brand or a product. A lot of web
designers in Melbourne rely on Color Theory to
help their clients stand out from their
competitors. Paid advertisements on social media
are becoming more creative and colourful. Brands
that associate colours in their ads have been
proven to garner more audience than those who
don't. That's why these companies seek help from
web designers like us to make the most out of
their paid advertisements on social media and
websites. If you're an owner of a company that
wants to establish a name or build a reputation,
we have compiled a list to help you understand
how colours can play a huge role in today's
online businesses and their success. Promoting
Your Brand It is said that incorporating a
specific colour with your brand can increase your
brand recognition to up to 80. It's no wonder
why some of the most established brands have
built an empire with the help of it. A study
called the Impact of Color on Marketing showed
that up to 90 of people judge a product based on
the colour alone - and they do so within 90
seconds of looking at it. Capturing Your
Audience's Attention Most companies use colours
as a way to attract a specific demographic.
Others do it to target their desired audience. It
all comes down to whom you're advertising your
products to. A lot of factors that need to be
considered are the age, lifestyle, and gender of
your viewers. Some organisations even leverage on
the cultural aspect of it. While the colours
green and red may seem contrasting, it is one of
the most common colour combinations used. These
two colours are frequently identified with the
Christmas season. It invokes the feeling of
festivity, and the emotions felt during those
times. Advertisers use this association as an
advantage for their campaigns. Because Christmas
is known to promote the spirit of giving, selling
a product or service with its colours will entice
customers to make a purchase. Your Colours Also
Determine Your Company Values The colour pink
typically symbolises femininity. Whether it is to
promote the awareness of an illness that is
common in women or to empower them by showing
your support through advocating their rights,
using pink as the Pantone for
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your site can immediately attract the female
audience. This also gives you the potential to
gain their support. On the other hand, the
rainbow has always been a symbol of the LGBTQ
pride and their rights. A lot of companies gained
overwhelming support throughout the years because
of their advocacy to push equal rights for them.
Many companies, along with the LGBTQ, still show
their support to each other up to this day - and
they typically do it through social
media. Therefore, using these colours for your
campaign will not only gain your company a
following it will also be easier for the
audience to recognise what you're supporting and
whom you're promoting your products for. Sparking
Emotions There's no shortage when it comes to
using the colour red in the food industry. And we
probably won't see the popularity of the colour
blue decline in websites. They're a favourite
among companies for certain reasons. The
psychological impact of colours may vary from
person to person, but the emotions are often
predetermined by the surroundings. A few colours
that have been proven to induce certain reactions
are Green Green is known to invoke the feeling
of serenity. It is the most dominant colour in
natural environments like the fields and the
forest. This gives the colour green its unique
characteristic that is synonymous to life and
growth. Companies who sell natural and organic
products usually associate the colour green with
their brand. In chromatic therapy or colour
therapy, green is believed to induce positive
energy. Thus, by incorporating the colour green
in your organic and natural products, you are
telling your consumers that they're contributing
to the environment by purchasing them. Red Red is
the most noticeable colour to the naked eye. The
colour red tends to elevate a person's blood
pressure, increase their respiratory rate, and
accelerate their metabolism. Because it
symbolises strength and determination, red is
typically used by several news magazines and
channels in their logos. It gives viewers the
impression that the workforces of these companies
are willing to go the extra mile to serve the
people. Seeing the colour red can also stimulate
a person in many other ways. That's why
entertainment platforms like Netflix and YouTube
have it as their predominant colour. Red is also
the dominant colour in the food industry in terms
of marketing materials like websites, logos, and
overall brand as this colour is thought to be an
appetite- stimulant. Many restaurants use this
colour for their signage, so it would still be
visible even from afar. Their websites also
consist mostly of this colour to stimulate the
viewer and subconsciously entice them into buying
their products. Blue Most companies on the
internet have blue logos and themes. That's
because blue is often associated with
intelligence, creativity, and dependability. Compa
nies like PayPal, Ford, and Samsung advertise
their services and products as reliable and
innovative. While Facebook, LinkedIn, and Twitter
use it to represent intelligence and creativity
traits that they encourage you to share thru
their platforms. If you're starting a website
that allows users to express their opinions and
share their ideas, then blue is an excellent
colour choice. However, if you're in the food
industry, blue may not be the best option as it's
known to be an appetite suppressant.
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A lot of companies acknowledge the correlation
between colours and emotions. And most of them
used it as a leverage for their success. Though
chronotherapy is still considered to be
pseudoscience, having a signature colour
associated with your brand has many benefits. A
signature colour, along with your brand and its
values, will surely get you more recognition and
help you build a stronger connection with your
viewers.
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