When it comes to marketing and advertising, there is always more to a successful ad campaign than meets the eye. Whether it’s hidden symbolism in logos (ever wonder why Amazon has an arrow pointing from the A to the Z?) or a dynamic use of color, the best marketing involves a dash of psychology along with all of the other elements that go into a major campaign. Today, however, we’ll be discussing how to use color to help your social media advertising really pop.
Visual Elements are King
The goal with social media is to connect with your consumers as well as create brand awareness by starting a conversation about your business. The most successful ad campaigns have gone viral and transcended traditional marketing to become something more. To help you achieve this effect, you will need to use visual aids. This is where color can really shine.
According to extensive research on the subject, users of social media are far more likely to “like”, comment, and share pictures rather than text, especially if those images have color. Simply put, humans are a mostly visual species, so we like to engage with items that look vibrant and cool. For example, if you have two identical ads, but one of them is in color, the color ad will get read up to 40% more than the black and white version.
Food is Red, Tech is Blue
Have you ever noticed certain color trends in advertising? When it comes to food, most restaurants and food suppliers use red in their logo or branding. For example, Farmer Johns, McDonalds, and Campbell’s Soup all have red heavily featured in the logo. The reason for this is that red is an active color, and when we see active colors, we start to get hungry.
Conversely, a lot of tech companies use blue because it conveys a feeling of precision and control. Blue is a calming color, and you have to be calm to perform highly skilled tasks, so there’s a natural association.
Thus, when it comes to advertising your business or product, keep in mind what each color signifies, and design accordingly. Red is to get attention, green implies healthy or natural, and blue can help build trust. The psychology of color is a powerful tool in the advertiser’s toolkit.
When looking at color, you also have to factor in your audience. Women, for example, tend to prefer colors like purple, light blue, and pink. Men, on the other hand, like standard blue, green, and black. Age and region can also have an effect on how the color is perceived and what message it’s sending.
Finally, the most important thing you can do is tailor the amount of color based on what it is you’re selling. If you have an ad that’s expressly designed for women, then purple, pink, or light red will appeal to them more. If you create a post that you want to appeal to a broader range of people, then have multiple dominant colors to give a much more vibrant aesthetic. To put it bluntly, use monochrome ads for specific audiences or products, and use multi-chrome ads for anything that has a wider appeal.