Color is a mystery. We know it is important, and we know that using color has an important impact on our readers and how they respond to our brochure. One of the most frequent questions LERN consultants get is about the best color to use on the cover of the brochure.
Contrary to what many believe, there is no one color, known only to a small elite number of market researchers, that will be so compelling to readers that they will be unable to resist signing up for a course or two.
There are, however, some principles for using color that can help you make the best use of color in your marketing pieces and which can help you get your readers’ attention, focus their attention on specific content, and maybe increase your response rates.
Age and Gender
There are gender differences in color preference, and preferences also change with age. Much research has been done on color preference by age and gender, and there are a few guidelines that might be considered when creating print or web designs:
- Both men and women say blue is one of their favorite colors—57% of men and 35% of women according to research by web analytics company KISSmetrics.
- Orange and brown are identified as the least favorite colors for both men and women—but they are often very effective when used properly in marketing.
- While 22% of men identified purple as their least favorite color, 23% of women indicated it was a favorite.
- Both men and women prefer softer colors as they age, but in general, men prefer bright colors and women gravitate toward softer colors.
- Men prefer darker shades (a color with black added) of color, and women show a preference for tints (a color with white added).
- Men are more likely to be fine with black and white and shades of gray, while women prefer at least some color.
- Marketing research indicates that while people of all ages prefer color to black and white, younger people have much stronger feelings about it. Of those aged 18-24 years, 90% indicated strong color preferences.
Psychology of Color
Color is a form of non-verbal communication, and colors communicate values, depending upon the culture. People subconsciously associate color with a specific social value or message. For example, in the United States, black suggests sophistication, burgundy communicates refinement or wealth, orange is associated with affordability and fairness (thus the bright orange façade of Home Depot), and white suggests purity, and one research report has found that seventy-five percent of top skin-care products are packaged in white. Blue is a color that is universally favored, connoting trust and dependability, and according to a study in the Journal of Business Research, people are 15 percent more likely to return to a business with blue color schemes than those with orange color schemes.
Keeping the psychological impact of color in mind is important, but is not the most important aspect of using color effectively. Avoiding purple or pink when marketing to a largely mail audience is definitely a good idea, but in general, if color is used well, with a pleasing palette, it will not have a tremendous impact on your audience. (https://www.entrepreneur.com/article/233843).
More important than aligning with a stereotypical color association is to choose a color that is congruent with the personality of your brand and which you customers see as fitting who you are (https://link.springer.com/article/10.1007%2Fs11747-010-0245-y).
What Color Can Do For You
Here are some basic points about color that are more important than which color you use in your promotions:
-Color pages are perceived to be more interesting, but readers respond to the most professional piece, regardless of color.
-If it doesn’t look good in black and white, it won’t look good in color. Avoid trying to cover up a weak design by adding color.
-Color increases recall.
-Orange and red attract best.
-Orange appeals more to younger people than to older people.
-Cool colors recede. Warm colors advance. A blue border or background can enhance a graphic and make it stand out, while a red border may dominate the field of vision and diminish the impact of a graphic.
-Anything in color is perceived to be more contemporary than black and white.
-Too much color or loud colors can detract rather than attract.
-Use color for the most significant design elements to make them stand out.
-Use color for design, not for copy. Particularly in your print brochure, colored print is much harder to read than black on white.
The Importance of Contrast
Perhaps the most important aspect of using color well is contrast. Contrast is much more important that what color you use in your promotional materials. Contrast is an important design principle because it is key in helping to organize your content and identifying where the reader should focus attention.
Designs that are monochromatic lack vitality and interest, and it is also easy to overlook important content. There is an oft-cited study on the impact of changing the color of the call to action button on a web-page from green to red. (https://blog.hubspot.com/blog/tabid/6307/bid/20566/the-button-color-a-b-test-red-beats-green.aspx) In the study, the red button received a 21 percent higher click rate than the green button. BUT there was nothing magic about using red. The page was using a green palette. On that page, a green call to action button simply blended in with the rest of the content, while the red button with its greater contrast stood out and was more likely to get attention—and a click. (https://www.entrepreneur.com/article/233843)
Using color is important, but the most important aspect is to use it well. Choose colors that represent the personality of your organization, use plenty of contrast. Don’t use color for text and narrative copy, and don’t overuse either color or contrast. Use color to highlight the important elements on your page. Use color to direct your readers’ focus to information you want them to see. Using color well is the magic.