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Guest Post: The Psychology of Color

This week we have a guest blog post by Ritu Ashrafi, the Director of Customer Marketing and Advocacy at LogoJoy:

The Psychology of Color

How Colors Influence Branding

The use of color is extremely important when it comes to making an effective design; in fact, it might even be the most important factor. But while you probably know this, you might not know exactly why or how, so that’s what we’ll look at here. We’re going to look at each color and show you the various moods that are associated with it so that you can create designs that give people the emotional responses that you want.

Yellow

Yellow usually relates to optimism, happiness, joy, sunshine, youth and boundless energy. It’s very popular with brands that market to children.

 

Orange

Orange relates to success, determination, creativity, encouragement, stimulation, attraction and happiness. It’s popular with extroverted and fun brands like Harley Davidson, Fanta and Nickelodeon.

 

Red

Red relates to love, lust, fire, passion, danger, strength intensity and desire. It’s popular with brands like McDonalds that want to grab attention, or brands like Diesel that wan to appear masculine.

 

Pink

Pink is associated with femininity, love, passion, innocence and sweetness. It’s popular with brands like Barbie and accessorize that want to market to young girls.

 

Purple

Purple connotes to mystery, spirituality, magic, wealth, extravagance, luxury and nobility. It’s popular with brands like Hallmark or Cadbury that want to appear luxurious.

 

Blue

Blue invokes feelings of trust, loyalty, wisdom, confidence, calm, faith and truth. It’s popular with brands that want to appear reliable and professional like Samsung or Facebook.

Green

Green is associated with nature, money, earth, health, fertility and healing. It’s popular with health conscious brands like Wholefoods.

 

Brown

Brown relates to the outdoors, nature, masculinity, stability and dependability. It’s popular with brands like UPS that want to convey reliability and order.

 

Black

Black relates to power, death, functionality, maturity, elegance and intelligence. It’s used by brands that want to convey sophistication and prestige like YSL and Chanel.

Content Marketing Tips

  • Be Clear Be concise and straightforward with your statements. Don’t confuse your customers with longwinded sentences. Choose a single target audience and a single topic to direct your post to.
  • Stay Consistent – Try to keep the voice of your content consistent. Your brandlaptop-2559795_1920 should reflect a unified ideal, vision, and sound.
  • Optimize – SEO can make or break you. Use strong keywords in your descriptions, utilize ALT text, add outbound links, and link to internal pages. These simple tasks are crucial to the functioning of your website.
  • Be Creative – Tell a story with your content. Have fun with weekly blog posts that are actually interesting to your customers. If your not a writer, hire a freelance content writer to engage your audience. Spend some of your downtime researching what others a writing about and what grabs your attention. What type of content are you actually reading vs scrolling past?Computer and iPhone.jpg
  • Be Social – Keep up with your social media presence. Post weekly content on all of your platforms, share information, and start conversations.
  • Be Visually Interesting – Find interesting graphics for your content. Hire a freelance designer to create infographics for brand awareness. Make sure to include images in your blog and social media posts.
  • Watch Your Competitors – Keep track of what your competition is doing and learn from them.google-485611_1920
  • Listen to Your Customers – Getting online referrals and reviews is a key part of your brand’s online success. Respond to your reviews on Yelp and Google. Start a conversation with your customers and show that you care.
  • Repurpose – Reuse and recycle old content. A lot of your content calendar can be made from previous posts. Schedule things out in advance based on your previous month’s impressions.
  • Be Patient – Building a successful following online takes time. A popular website or blog is not built over night. Keep at it and stay positive.

Butter and Brand Awareness

Especially if you live in a city, billboards can become eyesores. I often find myself critiquing over cluttered and unoriginal advertisements for most of my commute to work. Awful imagery, even more awful tag lines create a response in me that does not cause me to research the company, but actually refuse to.

Twist-Creative.com in Cleveland ran a marketing campaign that caught many by surprise and created A LOT of brand awareness. They matched up words like Butter, Soup, Pickles and Beer with imagery of mountainside landscapes. This caused a lot of reaction from the community and almost all of it was positive.

Most people appreciated the simplicity and quirkiness of the advertisements. The campaign was an experiment about how design is a conversation, and that “any good conversation needs a conversation starter.” The advertisement sends you to a website where you are asked your reaction to the billboard.

Clearly, the campaign worked.

 

http://www.adweek.com/creativity/how-cleveland-reacted-to-a-series-of-strange-billboards-and-what-it-says-about-outdoor-ads/

Brand Personality

Snarky comments on social media are not going to drive you the most leads. Surveys show that honesty, friendliness, and helpfulness are the most important traits for consumers when choosing a company. Although humor can certainly be helpful to build brand awareness and gain the attention of an audience, it is not necessarily the defining factor for generating sales.

So what type of content should you be focusing on writing? Stay true to your brand image. And on this note, make sure you define what your brand image is BEFORE outlining any content for your social media campaigns. Consistency is key, and the image you portray on your channels will define how consumers view your business.

sprout social pollsprout poll 1

 

 

 

 

 

 

 

References:

http://www.socialmediaexaminer.com/how-consumers-respond-to-brands-on-social-media-new-research/

https://sproutsocial.com/insights/data/q2-2017/

Top 25 Ads of 2017

I came across a fun article ranking the best ads of 2017 into a top 25 group. My personal favorite is definitely the ostrich Samsung commercial. I just think it is a very creative marketing campaign for VR goggles to advertise virtual reality as a way to accomplish and experience things that are not otherwise possible.

Sometimes the more obscure and creative examples drive the best results to consumers. Another example of why creativity is key in marketing campaigns. Not only is it pleasurable to watch, but it is immediately something that will drive shares and interactions. I mean, who doesn’t want to see an ostrich with VR goggles on?

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See the full article here:

Adweek: The 25 Best Ads of 2017