Humans are exceptional visually receptive beings. We make sense of our surrounding environments through the things we experience and feel with the different shades of colours we perceive. Many of our decisions and swaying moods are based on colours and lights we see. Harnessing this has become vital in order to launch businesses and enterprises and to maintain a sustainable brand image and driving purchasing especially in the age of new media and social media.
Today, there is such an influx of content that readers and viewers have the attention spans of hummingbirds. A normal internet user has a viewing span of 2.8 seconds browsing through millions of bits of content. You strike gold if you can hold their attention and let the user assimilate the important content. That is when importance of visual content comes into the picture. Great deal is decided by visual cues on the Internet, the strongest and the most persuasive being colour.
Here’s an infographic showing the global brands and their Logo’s with diverse messages
The power to influence
Colour has the power to influence. It’s important for marketers and brand managers to understand how to use various colors to help their customer’s decisions. Have you ever seen a call to action creative in brown or grey? Of course not! It’s usually always red or yellow because these colours have the ability to draw attention.
Different tints and shades affect people differently based on their age, gender, location and trends. But there are some basic shades which have been found to influence people irrespective of who they are and where they come from. Blue is the world’s most popular colour. It’s no wonder that the world’s biggest social network, Facebook is blue.
For a company whose core values are transparency and trust, this probably isn’t an accident.
Here are some numbers showing the effectiveness of colours and tints on Social Media.
· Brand recognition increases by 80% with a stable colour scheme on social media pages.
· Photos on Facebook get 53% more likes and 104% more comments
· Images on Twitter get 150% more tweets.
· Instagram images with blue as the dominant colour could generate 24% more likes than images that are primarily red.
· Images with multiple dominant colours get 3.25 times more repines than image with one dominant colour.
By audience and aim preference
One of the most important factors to take into consideration while choosing colours is the aim. Audience preferences play an important role too. Focusing on these two factors will help you achieve the outcome you are looking for.
Here are some colours which you can use for these actions on Social Media-
Source – Kissmetrics
Something you should avoid usage of contrasting colours. Not only do they cause distress in our brains they also plummet your sales in the ground. Make sure your use colour techniques that have a soothing and comfortable affect on the users perception. Brands generally use a white background to accentuate the product in creatives for Social Media platforms. Also make sure that you don’t overlap your digital ad’s creative with the palette of the website. Eg. Avoid being Over-indulgent with Blue on websites like Facebook and Twitter.
Rather than using colour schemes and tints only for logos it is also important the brand holistically implements its entire social media structure. If you have any other crazy colour theories and their influence on social media, let us know in the comment box below.
This article is brought to you by Berger Paints. All you home décor aficionados, check out Berger’s newly launched Colour Magazine for the latest trends, tips and tricks on Home Décor, Interior Designing and much more!