Advertising online has been a tricky business for awhile. Unlike traditional advertising, which can be slow to adapt, the Internet is always changing and attempting to find more ways to attract its core audience. Sometimes the shifts in tone will be so extreme that you will be shocked that they actually worked.
It definitely isn’t your grandpa’s marketing.
Color has a unique plan in advertising. In fact, it may be one of the most important elements to it.
Color and The Human Brain
All species have a reaction to color. Red may signify danger, green food, others help enhance movement or let prey ward off predators. As human beings, we come from the same evolutionary perspective. We also react to color, but on a much deeper scale.
Humans will connect on an emotional level with color schemes. Which is why it is so important to find the right one when branding. Advertisements, logos, promotional content, and designs are all impacted by the colors we choose.
When you select the right colors to match the tone of your ad, you will be able to improve results.
Display Advertising Color Tools
Bannersnack is a comprehensive platform allowing you to design and monitor your display marketing creatives.
Not only will it let you create amazing banners but it will also allow you to manage your display advertising (Facebook, Adwords, etc) from one place.
You can create static, animated HTML5 and interactive banner ads using Bannersnack advanced visual editor.
This tool lets you generate color palette based on any picture you upload. This is a very useful tool when you want to match your banner to your logo or a social media branding:
3. Color Contrast Analyzer (Google Chrome)
This extension allows you to analyze color contrast on web pages. Unlike other color contrast analyzers, this one assesses text within images and reports how well your text overlay can be seen (especially to people with poor eyesight)
Using Color To Improve Your Brand Recognition
There are some colors that are immediately associated with a certain brand. Red and orange to match the clown mascot with McDonalds. Blue, orange and white for Walmart. Black, silver and gold for Chrysler. These are iconic.
In the case of your own brand, you may or may not reach those levels of recognition (every major corporation had to start somewhere). But you can at least lodge yourself into the brain of consumers by selecting the right colors for your brand.
Triggering Emotional Responses In Customers
Goal is important when choosing colors for ads. Of course you want conversions, so put that out of your head and assume it is a given. A better focus is triggering an emotional response that will make the customer want your product.
Your logo is going to be separate from this task. It will already feature on any banner ads, promotional materials, designs, commercials, etc., that you post on the web. And it doesn’t matter if it “clashes” with ad colors, because that will only make it stand out more.
That doesn’t mean you can’t match your ad and your logo. Just that it should be a secondary concern.
When choosing an ad, start by deciding what feeling to put off. Do you want your customers to think of your product as something that will put them at ease? That will pump them up? That will help them live a healthier lifestyle? That will make them more trendy? That will put them on the cutting edge? That will make them happy?
Try to think of two or three adjectives relevant to the focus of your ad. Then begin incorporating it into your advertising.
- Red – As the boldest of the colors, red is a great attention grabber. But it is also aggressive. While customers will take notice, they may not respond in the way you want them to. Different tones of red, making it brighter or darker, may blunt that in-your-face feeling, and make it a bit more moldable to your brand. Unless the idea of your ad is to be extreme, in which case a bright red can really get the job done.
- Green – Earthy and natural, green is a big promoter of health, wellness, wealth, and growth. It is perfect for any product or brand that centers itself around those concepts. Which is why it is the most commonly used color in natural supplements like vitamins and weight loss products. Anything that aims to promote forward motion and progress is perfect for green.
- Blue – The most calm and tranquil of all of the colors, medical centers are especially apt at using blue for their services. It elicits emotions of trust, peace and serenity, like floating on a gentle ocean, or looking up at a clear sky. When put with other mild shades, such as white, it is further softened. But paired with darker shades, like black, it can take on a harder edge. Tech companies that need to show their machines as dependable are often seen using blue in their ads.
- Yellow – Bright and bubbly, yellow is the happiest and most optimistic of all colors. That extends to its more passionate, playful cousin, orange. Both can give your advertisement a sense of importance and cheer that catches the customer’s attention, and makes them feel positive about the product.
- Purple – Regal and rich, purple is the color that best promotes luxury and suave-cool. It is also a color used to represent intelligence and wisdom, appealing to customers as a symbol of the power of the mind. It is a highly sophisticated tone.
- White and Black – Balance is an important part of advertising, and when using black and white you have to take care to strike that balance. In some instances both can be used to great effect, but too much of either can really damage your message. Think of both as enhancers, not straight themes. If you do need to do with a contrast, try grayscale instead. And make sure you are using it properly… these shades on their own, even in moderate gray, can come off as depressing to many customers.
Examples of Color In Advertising
Target uses bright red to advertise based around a theme. Being a bullseye in their logo, the harsh combo of red and white work to give it a bold look that works for the brand.
Home Depot goes with an orange advertising theme, and it works well. It speaks of work and progression and optimism. Something that many people feel when undertaking home projects.
Purple is the color used by chocolate company Milka. It signifies the rich of their food product, and shows them off as a luxury brand.
Do you have an example of how color was used successfully in advertising or branding? Let us know in the comments!
Do you feel as though you’ve maxed out your local lead potential and hit a wall in your sales? Unless you have been living in a cave, you are aware that technology, and digital marketing in particular, are the keys to business growth in the 21st century.
The problem for many business owners is the rate at which technology and marketing trends change, and the befuddling number of digital marketing options (how many social networks are there?!). Just sorting through it all can feel like a second job.
To help you out, we have put together a list of a few proven ways to expand your business outside of your local sector, and attract new customers.
Put Yourself Out There
The next time you attend an outdoor event in the heat of summer, say a 4th of July Parade, you will probably notice that the kids selling water are doing big business. This is because they are putting themselves in front of people who need their service.
Nowadays, the people who need your product or service are looking online. A 2015 study revealed that 57% of consumers take recommendations found on social media into consideration before purchasing a product or service.
Start out by using just one or two social media sites, say Facebook and Twitter, and post about new products, sales, job openings and your participation in community or charity events. Be sure to pay attention to what your customers are saying on social media about the offerings in your industry- this can point you towards innovations that will put you ahead of the curve.
Writing a blog is another great way to keep the conversation going. You may think that you don’t have time to write a blog for your business, but by utilizing content generation tools and services, you can publish content that will generate leads and establish you as an authority in your field.
It is now more important than ever to make sure that you are staying up with the technological advancements in your field. By combining your natural creativity and entrepreneurship with these changes in the active field, you can discover new ways to develop your products and market the outcome.
This results in much more attention from your customers in addition to an improved return on your investment. When your clients see that you are ahead of the curve and frequently innovating, they will want to learn more about your business and how they can become a part of it.
Due to increasingly streamlined technology, business owners can look forward to optimizing their operations and reducing the need for micromanagement. This frees up your time and allows you to focus on other aspects of your business.
Solutions like demographic trackers and SEO tools like Moz can allow business owners to stay ahead of the competition, especially if they are based in a particularly competitive field. Through these technological solutions, you can take a look at the statistics that matter the most.
You can see how successful your products and services are with a target audience, and you can run product tests more efficiently to determine how successful your products are.
Consider employing a content team to help you keep up on new mediums (apps, social media etc.) that may be beneficial for your business. With a content team, you can expect to keep up with your customers on a much more personal basis, especially when you are advertising for new services or specific discounts and deal plans.
Utilizing the most intuitive small business software available for your industry can make it easier for you to keep up with these mediums as well. Many software programs include mailing list options and all-in-one updaters that can allow you to upload content simultaneously across multiple platforms.
The Big Picture
While every business owner starts out focusing on their local prospects, it is crucial to begin expansion at the appropriate stages to improve brand awareness. A creative look at the latest technological solutions can be invaluable in helping new business owners expand and fine-tune their business plan.
When you are running an online business of any kind – be it a blog, an ecommerce store or just a marketing campaign for a tangible, offline company – you have multiple sources of content distribution at your disposal.
YouTube, blog platforms, Twitter, Facebook… social media has become the way of the future in online business. Failing to properly utilize such a resource will severely damage your online visibility, which is crucial in today’s world. Social media is changing the way we are doing keyword research, produce and market content.
Identifying Weak Areas
When trying to analyze the effectiveness of your content strategy on the web, you should take some time to review and understand what it is you are currently doing right. This will also show you where you need to improve. You can do this through a content audit, which is essentially putting together spreadsheets of all social media campaigns to find where you are lacking.
Once you have taken a fair look at what you have been doing, start looking at how much you are really posting, and the relevance of the content. For example, are you meeting your desired quota for blog posts per week? Are they generating the right response? Are tweets being replied to or retweeted? Have you been communicating with your Facebook fans on a personal level? Are you published a good balance of links, original updates and comments or replies to readers?
If you are clear about what you have and have not been providing, you can improve your social media marketing and so your overall content strategy. These three apps can further help you along the way:
An editorial calendar is a must have item for anyone who is posting online but especially for those who are want to run a multimedia campaign using social sites and methods. It is just too easy to lose track of what you are going to post without one… Not to mention it lessens the quality of your content to fail to plan ahead.
Technically, a spreadsheet works fine to plan posts. But if you want to really take advantage, an app like DivvyHQ can be what you need. It is a scheduling application that allows multiple users, reviewers and help in better targeting your posts.
They have plans from $25 to $195 a month, as well as custom pricing for larger companies of more than 20 people and a 30-day free trial. They even have in-person or online training for implementing social media strategies.
This platform works by putting together a report on what your audience is searching, reading and otherwise showing interest in at every stage of the content creation process. This allows you to better target your own campaign and post writing, as well as provides a direction for links and status updates.
Skyword works by making sure your SEO, usability and content quality guidelines are being taken serious.
What makes it different from a basic SEO app is that it actually was created to factor the data into the writing process itself. Currently, it is in the beta stage and so asking only for feedback from those that choose to use it. It is free to create an account.
A simplification app for content creators and managers, this works by creating a “site map” that involves all media content you have to get done. You set in the parameters and turn it into single page collections that can be shared and edited by invited parties.
The platform costs $66 minimum and for that you can maintain 10 active projects and add an unlimited number of users.
Working out a way to increase the efficiency and workability of a content strategy takes time, effort and a bit of know how. These apps will help you to get it done much more quickly, and without the stress.
Add in the fact that two of them are free and the other more affordable than any similar service I have personally found, and you have every reason to try them out.