Content and Copy
You may have thought you’d covered all of your bases when you planned your most recent newsletter or email blast. You took the time to craft an awesome headline, source great images, write short but engaging copy with slick, concise calls to action but there is still one thing you’ve let to chance: your color palette. As strange as it may seem, color choice can have a profound influence upon how consumers of your content perceive its value and how they choose to engage with it.
The study of the psychological and behavioral impact that color exercises has a long history but it is only quite recently that the insights gained from color theory have been applied to content marketing (at least, that’s what I’m told). Still, it is pretty obvious when you stop and reflect on how colors can convey certain emotions and how they’re used in everyday parlance. Have you ever seen right? Felt blue? Been green with envy? Clearly, colors have an emotional import that is all their own and it would be downright foolish to think that colors don’t color the tone of your content (see what did there?).
Take a look at the example above. Do you notice anything in particular about color use? As you can see from this Snapfish email, there is a large block of color at the top of the email and then (even though I didn’t include the entire email) there is sparse use of the same and complementary colors throughout. By using a lot of color at the beginning and then continuing on down the email’s design guides the eye to where the designer wants it to go. Interestingly enough, the sub-headings (as you can see here as well) are often colored differently to encourage people to read them by merit of their contrast. Sneaky isn’t it?
What does your business do? Does it sell hip, cool products to young people? Then you should use strong and bold colors like red, yellow and orange. Is your company more artsy and creative? Try purple. Do you want to communicate trustworthiness and dependability? Blues and greens (especially for financial service companies) are the way to go.
Clearly, the topic of color theory and marketing is one which merits a much more detailed treatment and there are a number of case studies which show the effectiveness of one color over another for target audiences. What is clear is that you should choose a color palette for your business and stick to it. Make sure to use the same palette on your site, in your marketing materials and anywhere else your brand is coming into contact with the public. Studies have shown that consumers prefer brands that they have no trouble recognizing on the basis of color, so don’t make it any harder for them than it has to be.