The concept of colour theory is not new. The term has been used profusely in the past, first appearing in Leonardo da Vinci’s writings in the 1400s.
Nowadays, colour psychology and theory have become widespread, specifically in the digital marketing industry in Singapore. We have touched on this topic—colour psychology, in particular—several times in the past, emphasising its power to define your brand, influence your audience, and prompt them to take action.
What is Colour Theory?
Colour theory is the science and psychology of colours. It defines how colours combine, how we are likely to perceive them, and the type of message they convey.
Colours can compel us and influence our actions and behaviours. In fact, studies suggest that coloured ads can attract 42% more attention than those in black and white. What’s more, a prospect may hold on to a coloured business card ten times longer than a plain white card.
For example, there’s a reason why Mcdonald’s is red, Starbucks is green, and Facebook is blue. These colours can subtly persuade consumers to change their behaviours.
Let’s dig deeper into the interesting facts about how marketers use colour theory for their digital marketing campaigns in Singapore.
The Power Of Colour Theory For Digital Marketing & Social Media Marketing Campaigns
When it comes to digital marketing, colour theory is essential. Although colours are merely a part of a branding toolkit that includes fonts, texts, images, and symbols, it’s arguably the most powerful for representing a brand’s persona. It can connect with consumers on an emotional level, making it more effective for persuasion.
The best part about colour theory is that you can use it as a guide to enhance your digital marketing strategies. It can even significantly influence your SEO rankings in Singapore if you know how to use colour theory correctly.
For instance, if you want to gain trust, try creating a blue colour scheme for your brand image. Most people associate the colour blue with security and responsibility. You could integrate shades of blue into your web design to make your website seem trustworthy and respectable. Doing so should increase your chances of converting website visitors into customers, thus influencing your SEO rankings.
Conducting a colour analysis in Singapore is an effective way to create the perfect colour scheme. Try to know which colours represent your business the best so you can attract attention and establish your brand image.
Here are a few reasons why colour psychology and theory can benefit your digital marketing and social media marketing campaigns.
Colours Can Make A Enhance A Product’s Appearance
When used correctly, the colour of a product can give the impression that it tastes better and fresher than the same product with a different colour. Similarly, it can make medicines look and feel more effective.
It explains why sleeping pills are blue while stimulants are yellow or red because these colours are generally associated with their respective effects. Several studies show that 85% of consumers cite colour as their primary reason for purchasing a particular product, similar to how 90% of impulse purchases are based exclusively on colour.
Colours Can Enable Actions
Also, the right colours can increase the effectiveness of a digital marketing campaign, particularly in terms of conversions. It can draw attention to a specific element on a page, create a focal point, then persuade users to make an action.
Have you ever noticed that call-to-action (CTA) buttons are usually red and set in a plain background? It is because marketing research suggests that red performs best as it pushes urgency among consumers. A study revealed that a red CTA button performed 21% better than a green counterpart.
Colour Association: Where Do We Derive the Meaning of Colours
There are two ways people understand the psychology of colour: natural association and psychological (also cultural) association.
1. Natural Association
The colour green in marketing is for vegetation, blue is the colour of the sky and water, and red symbolises fire and blood. This colour association is innate to us, wherein we identify colours based on their occurrences in nature.
2. Psychological Association
Alternately, we also associate colours based on our culture or what’s taught in our respective religions. Take the blue colour, for example. Most people naturally link blue colours with water or the sky. But culturally, many people associate the colour blue with men. Historically speaking, most women in the old days traditionally used blue for many centuries.
These associations help us understand how nature, psychology, and even culture and religion could influence our perception of colours. They prove the value of looking at colour theory from both natural and psychological perspectives. Understanding the concept of colour association is imperative for enhancing your digital marketing strategy.
Colour Conventions Across Different Industries
Here’s where it gets interesting:
When enough brands start using a particular colour, it instinctively becomes associated with their respective industries.
For instance, many companies use the colour blue to represent engagement, communication, and interaction for digital marketing. It isn’t surprising that social media outlets like Facebook, Twitter, LinkedIn, and Skype use colour schemes that include blue shades and tones.
For more information about the colour theory, check out this blog post that tackles the psychology of colours and their influence on brand marketing.
Colour Theory: Building a Brand Colour Scheme
There’s no standard way of choosing your company’s branding colour scheme. But, what’s certain is where you should apply your brand colours:
- Company Logo
- In-Store Design
- Staff Uniforms
- Marketing Collaterals (Print/Digital)
Colour theory plays a crucial role in making informed decisions in your marketing strategies. You can explore which colour palette is most effective for your brand but, you can always work with a digital marketing agency in Singapore like OOm to give you expert advice.
Create better digital marketing strategies. Get in touch with OOm today!