The colors in content marketing and 5 reasons to use them

I colori nel Content Marketing e 5 motivi per usarli

Did you know that colors can significantly influence the effectiveness of your communication strategies?

Think about it: how can a person stand out? If we think about life outside of social media, we can distinguish ourselves with a particular outfit, the colors we wear, or a specific and personal perfume.

On social media, we can’t use perfumes, of course, so let’s leverage everything visual or auditory. Today, we’re talking about the visual aspect, specifically colors.

Indeed, each color evokes an emotion, a sensation, or is associated with something specific in neuromarketing. Based on color, you can influence how users perceive your company, persuade them, and/or grab their attention by invoking values and sensations.

At this point, you can find the right color for your brand or choose a color palette that makes you stand out!

 

Pink/coral/salmon

These colors, being warm in nature, soothe the eyes and evoke a serene and tranquil component. They are friendly colors: just think of everyone’s friend, Barbie, whose logo has always been pink.

 

Purple

Purple, being brighter, gives more strength to the color and conveys wisdom, creativity, and mystery. Not surprisingly, purple is associated with brands like Yahoo!, Hallmark Channel, or Twitch.

 

Il verde

If we think of green, we can’t help but think of nature, eco-sustainability, and well-being: many brands of plant-based products use it to mark their connection to the organic world. Brands like Animal Planet and GreenPeace have chosen this color to represent their brand. Green is also the most relaxing but at the same time vital color.

 

 

Blue/Light blue

Blue is a faithful color, loyal, peaceful like the dearest of friends, but it doesn’t present itself in a fun and playful way: it’s more professional and serious. For these reasons, it is used by medical studios or by brands linked to science, pharmaceuticals like Pfizer, or brands dealing with communication and customer assistance, as in the case of Facebook, which has always aimed to protect its users.

 

Red

Red is the warmest color of all and is very decisive: it conveys strength but also danger, urgency. Warm colors like red, in Western culture, are associated with urgent sales, irresistible discounts. They convey energy, passion and are often used by fast food chains like McDonald’s or for iconic drinks like Coca-Cola.

(It is worth noting that in Italy and more generally in Europe, the McDonald’s brand chose green in the 2000s considering our food culture to be generally healthier and less predisposed to junk food).

Being also the color of blood, we certainly advise against using it in medical contexts! The association would be immediate.

In short, red is a color to be used with caution also because it causes the user’s eyes to become tired after not too long.

 

Yellow/orange

Yellow is a positive, sunny, fun color.

The soul of yellow is a bit like the sun of the Teletubbies, friendly and warm. Orange is energetic, stimulating, and exciting. These colors are reassuring and easily attract attention due to their dynamic nature. Fanta, Chupa Chups, but also Ferrari and Amazon use these colors, some of them combined with red for an even more energetic and reliable effect.

 

Black/Grey

These colors are often associated with elegance, stability. Black can indicate darkness, a dark context, but it can also be the right color for a luxury brand. We find it indeed in the luxury fashion sector with brands like Gucci, Versace, and Louis Vuitton faithfully linked to black.

Gray is that friend who is more balanced and not eccentric: it doesn’t need help, it does its job, and if anything, it adds an extra touch to your style. Gray enhances the best nuances of other colors if associated with them. Brands like Apple and Wikipedia have relied on gray.

 

If you want more brief information on the usefulness of colors for your content, continue reading the article to discover why they are truly essential!

 

1. ABSENCE OF OTHER SENSES

Online, we certainly cannot use touch, taste, or smell, and sometimes even sounds are not part of online sales mechanisms. It goes without saying that sight is the sense to focus on and rely on 100%!

 

2. THE MOST FAMOUS BRANDS EXPLOIT COLORS

Which brands come to mind if we make you think of red? Perhaps you may have thought of Coca-Cola, for example.

Each color can then take on a different meaning depending on the country we are in, but in any case, colors can be used to represent the identity and tone of your brand.

 

3. BECOME MEMORABLE

Colors promote memorization: several studies have indeed shown that color images or symbols are easily remembered.

Even your brand, if associated with a color, can be more easily remembered. This doesn’t mean that you should use common or clichéd colors: you can differentiate yourself and use unusual color combinations! Even in this way, it will be easier for people to remember you.

4. GUIDE THE USER’S EYE

Through colors, you can guide the user’s attention to certain elements or sections of your online site, or you can highlight Call-to-Action as well as other important information. This creates a sort of visual hierarchy and leads the user to key points.

Even in social media content, a word of a different color from the text can highlight it and make the user more inclined to remember it.

5. MAINTAIN CONSISTENCY

Your presence on social media, the tone you use, and, in this case, even the colors you use help create a recognizable experience for your audience. Users love visual order, consistency, and a few adjustments can both favor the initial approach and make your brand familiar in subsequent steps.

Of course, the context in which you want to use a certain color must be considered: if you want to propose a joyful product or content, you certainly cannot use the color black, which is typical of serious and more elegant themes; if you want to convey a message of eco-sustainability and closeness to nature, the most suitable color will certainly be green and not gray, and so on.

Finally, identify well the tone you want to use online and think about which color “suits” you best; think of an original palette, do not settle for conventions, and dare.

 

Did you know that, knowing the archetype of your brand, we can advise you on which colors suit you best?

Download the guide and find out which archetype you correspond to, and for further clarification, book your free marketing consultation with us!

 

Do you need some help? Contact us at info@timotico.com

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