Right form print material to websites, each product and brand follows a specific color pattern to create a total brand experience for their customers. A specific color is known to influence and attract people of a certain area for a particular timeframe. The designers have to be watchful about the color preferences of the people so that the product sites and materials are changed accordingly. It is important to follow the trending pattern to maintain the sales pattern that otherwise is quite vulnerable.
Color preferences trending in the world
Different shades and colors trend in different places of the world. This is the reason why the product websites and materials for different regions entail different color-coding. For Example, the color trending in Europe is of Brave – wine red; North America currently prefers uni-blue. A natural green is trending in Asia and yellow soft in Latin America. The companies have to change their themes as per the area of their business.
Five factors that needs considerations before selecting the color for the marketing message
- Decide what emotions you wish to invoke through the marketing message: It is a known fact that different colors invoke different emotions. Particular shades are associated with different emotional coefficients. For Example, red is strongly associated with love, passion, and celebrations. It is for this reason the color for the marketing message has to be chosen thoughtfully in synchronization with the emotions you wish to invoke in regards to marketing message.
- Color Association with the industry: Keep in mind that the color theme you are using relates to the industry you deal in. For Example, in the U.S Color blue is associated with toys, financial services, dairy foods, similarly pink with cosmetics and Barbies etc. You have to be careful while you choose the color-coding as it has to match with the industry in which you are operating.
- Color association of the competitors: A particular shade or color can be strongly associated with a particular brand. Colors are known to promote brand-recalling power amongst customers. When you choose your color theme, keep in mind the color theme of your competitor and design your marketing message. Pepsi and Coke are differentiated on the basis of color themes, Blue versus the Red.
- Suit the personality of your brand: Mike Moser in 2003 suggested that aggressive or loud brands tend to use eight basic colors. However, brands that are more sophisticated tend to use richer colors. For Example, the marketing theme of McDonalds is all in red but the same is not true for brands that showcase class and elegance.
- Choose shades that appeal to the audiences: Marketing message has to such that it instantly catches the attention of the audiences. It is believed that you will have results that are more convincing, provided your message be in the shades of red and blue than in the shades of yellow or green.
Marketing message is one of the most important elements of the business regime. Marketing message has the power to lure the person to purchase your products and associate with your brand. Therefore, it is highly important that the color theme of the marketing message is unique and has the charm to attract as many numbers of people as possible.
Colors play a very effective role in our lives. They are strongly associated with our moods and preferences, which are subject to change; the companies thus have to decide upon what will be ideal shade that will attract larger number of people, also promoting the message correctly throughout.
Summary
Color theme plays a vital role in promotion of the marketing message. It should be chosen wisely enough, keeping in mind the objective of the message and its reach amongst the people.
