What Colours Are Right For Your Brand?

Have you thought about how colours affect you? Do you tend to feel uplifted when you see the colour yellow?  It is what it is because colours reflect light and symbolise energy, and interplay with the state of mind. As a business owner, understanding colour psychology is paying it forward!

How are colours important?

Research (colourcom.com) reveals that people make a subconscious judgment about an environment, or a product within 90 seconds of initial viewing and that up to 90% of that assessment is based on colour alone.

Colour also increases brand recognition by 80% (quicksprout.com). Brand recognition is directly tied to consumer confidence.

Data aside, let’s dive into 3 reasons why colours are important!

1. Colours evoke an emotional response

Colours are everywhere you look, and in nooks and crannies that you don’t venture. It has an impact on mood. It influences perceptions, and it can arouse desire, engender sub-conscious feelings and prompt decisions.

2. Colours have a persuasive effect on consumer behaviour

According to Neuromarketing, “If a good colour sells, the right colour sells better”. Colours have a bigger impact, more than words and visuals, when it comes to piquing your audience’s interests, creating a positive or negative experience, and improving conversion rates.

3. Colours influence how customers perceive and relate to your brand.

Understanding colour psychology helps you predict how your audience will react to your marketing copy or messages, and hence enable you to adjust your copy pre-emptively.

Despite the above, it’s important to remember that colours are not universal. It is culture-specific. In Latin America, yellow represents death and mourning, while in Germany, it represents jealousy and envy.

What colours are right for your brand?

We love to give you an answer. But, the reality is, “It depends”.

  • The right colour is interactive and context-dependent

We all heard this at one point: dressing for success. Put on a snatched outfit and you instantly feel like a new person. Just as colours interact with body shapes and skin shades to conjure a flattering hue, Matching the right colour for your brand purpose can be the difference between standing out and blending into the crowd.

Questions to help you decide:

  • Is the colour appropriate for the service/ product you are marketing, and taking into account your brand personality? This is called the notion of congruity.
  • What would be your audience’s reaction when they see the colour on your brand?

In colour psychology, orange represents creativity, adventure, enthusiasm, success, and balance. Universally, blue is often taken to symbolise harmony, peace, calm and trust. Translating this to colour branding, if you’re an active wear label, you may like to go for orange. But, if you are a yoga brand, then blue may be more appropriate.

  • The right colour accentuates your brand personality

 Colours have cultural connotations, and can evoke different emotions depending on colour pairing. There are, however, some trends in the colour choice based on industry:

FoodFashionEntertainment
  • Food: Many food businesses prefer warm colors that draw attention and evoke appetite, such as red, orange and yellow. But, if you are a wellness brand, blue or green may help to denote clean consumption, promote connection with nutrition and holistic well-being.
  • Fashion/Beauty: This industry may opt for pink as this colour resembles love, tenderness, and feminine appeal. Or, go for black and purpose for sophistication and glamour.
  • Entertainment: Mega brands like Disney and Pixar love having a unique set of colors. Disney’s princesses, adventurers, and villains all have a designated colour scheme meant just for them.

 

  •  The right colour isolates your brand

A distinctive visual structure makes your brand stand out and gives it higher recall among competing brands. Misty jade, Dusty pink, Provence and Cornhusk are innovative shades of green, pink, blue and brown as we traditionally know.

You may want to step apart from your competition by relying on a blend of mostly primary colours. Google, Microsoft and eBay are well-known rare exceptions to the unwritten rule that a mixture of colours can dilute or harm your brand image. Some have said that this is a nod to the brand’s ethos of non-conformity and diversity.

Create your unique palette

Keep in mind that no one colour works best, and it’s best to experiment before deciding. But, once you choose the colour scheme, be sure to carry it through all your platforms.

We hope the above principles give you some ideas to think about which colour best suit the personality you want to establish for your brand, and convey the message to your audience. Stick to your true colours and we are more than happy to help your construct your unique palette!

Evoke Emotional Power In Online Creative Content Creation

Read our earlier post on manifesting brand empathy.

It’s not very often you have a stranger offering you a genuine smile. But, if you do, the chance of you returning the smile is pretty high. In that moment of giving and receiving, however brief and slight, an emotional connectedness is formed. Online creative content creation revolves around this basic principle – to engender an emotive state.

In the online space, the emotions of a community member influence the emotions of others. Online content creation aims to replicate the affective character of a smile manifold to bring about the emergence of collective emotions, and marketing harness collective emotions repeatedly to bring about desired campaign outcomes.

Let’s find out what are some key principles to consider!


1. Find the right ways to motivate your audience


 

 

 

 

 

Humans’ emotions can generally be classified by these ways – pleasant vs. unpleasant, and excited vs. calm. Research has shown that the level of motivation, rather than the experience of positive or negative emotions, has a greater effect to move a person to complete a desired goal.

For example, imagine your audience watching two videos – funny clips of dogs (bringing out low motivational intensity and yummy cakes (triggering high motivational intensity). Although both evoke positive emotions, the dog video is merely amusing, whereas the cake video narrows the person’s attention to act on the target stimulus.

Hence, it is important to know your final audience and find the right ways to motivate them. This process often involves user research to identify a set of needs or desires that drives your audience to act, and then create the trigger(s) that will activate the need or desire.

2. Effective content/ visuals intensify the emotional response

Ads and campaigns that use emotion perform twice as well as those that don’t. Today’s consumers are also incredibly busy and more sophisticated. They are also being confronted with a multitude of content. Run-of-the-mill advertisements with a catchy jingle and fancy looking people are not in trend. Anymore.

As the online space becomes overpopulated, brands have to look to unique and impactful ways to speak emotions in their creative content. Here are a few ideas to explore:

  • Make the ordinary extraordinary : By showing their bottles “in the wild”, Absolut made its bottle the most recognisable in the world, and its many different ads of one single bottle was so successful that it ran for more than 20 years.
  • Make a social statement : Special Olympics launched the School of Strength fitness campaign, with its content focusing on encouraging all athletes, including those with intellectual disabilities to commit to a lifetime of fitness habits
  • Be inspirational : AT&T created a series of ads for its business services that focus on individuals and values rather than its products and services. Instead of promoting AT&T, the company chooses to associate itself with desirable qualities and interesting people who have overcome the odds.When it comes to powerful commercials, Nike comes to mind. In showcasing women athletes defying all odds to accomplish, Nike and Serena Williams advocate female empowerment with Nike’s new slogan “Dream Crazier”, and show people what crazy can do.
  •  Break conventions : Japanese Kenzo fragrance and Indie film director Spike Jonze teamed up in an unusual collaboration. The ad started with a beautiful but bored woman at a black-tie dinner. She sneaked out into an empty hall and moved violently with kicks, twirls and punches to a debauched dance. In short, not what you would expect from a perfume ad.There are a wide range of emotions you can appeal to to create an effective message. The key is to remember that today’s audience does not fancy a sales pitch. They want to be moved, inspired, amused or wowed. So, keep the product and brand hovering the background.

3. Your customer is the Hero

It’s not about your brand or your topic. Good emotive storytelling should place your customers as the hero in the story, and the product/ your company should be framed to help your hero achieve his or her goal, or solve his or her problems.  Remember you are not the star. To relate to that core issue requires having empathy. Wondering how to do? Read our earlier post (link to previous post) on manifesting brand empathy.

Antonio Damasio, a neuroscientist concluded We are not thinking machines. We are feeling machines that think”. Emotions are fundamental to good storytelling. Stories define the world we live in, the way we relate to, connect with and understand the world around us. We are more than happy to help create that personal touch so that you can connect with your audience on an emotional level that is hard to ignore. Let’s up the ante on emotive dynamics!

6 Tips to Level Up Your PR in Less Than 20 Minutes per Day

Public relations has come a long way from being just a sales strategy to an art form. And today, it also has become more and more popular as an inbound marketing and SEO strategy.

Bigger, more established businesses hire a PR firm to make sure they look good. But as a small business owner without the means to hire a PR firm, that should not cut you off from the opportunity to look good as well in the eyes of the public.

Do these six tips to improve your public relations without spending or sleeping on it. Guaranteed, you will be well on your way to getting more press mentions and coverage soon.

1. Get More Testimonials

Testimonials are the holy grail of businesses. Marketers know well that word of mouth can help propel your business forward, fast and easy. But did you know? Testimonials matter a lot to your PR outreach.

Like customers, editors and readers do not care so much about what you have to say about yourself. But they do care what others have to say about you. Your past and current customers’ testimonials add credibility to your PR.

All you need is 10 minutes and balls to ask your customers.

2. Newsjack

Newsjacking is a popular PR practice wherein businesses or PR companies align a brand with a current event to attract media attention and boost the brand’s exposure. In simplest terms, newsjacking simply finds a way to make a company relevant to the hot topics of the day.

For instance, the Cambridge Analytica scandal. As a cybersecurity company, you can give your insights into what’s happening and things like that. That said, it’s important to stay up to date in your industry.

All you need to check the news is 20 minutes a day and you know what’s happening.

3. Pitch journalists on HARO

HARO, which stands for Help A Reporter Out, is a sourcing service aimed at connecting journalists and bloggers with relevant expert sources. It’s a great platform to pitch and potentially gain press coverage.

You can pitch journalists who are looking for sources or asking questions for the stories they are working on. When pitching, include your answer to questions and your or your client’s bio and contact details.

All you need is 20 minutes to find and submit a good pitch.

4. Apply for awards

Awards and certificates validate your business one way or another. Whichever award it is, whether directly or indirectly related to your business, make you look legitimate in the eyes of your clients.

Do a little research about which awards in your industry are the biggest and most trusted. Read their guidelines, and send in your application. Although, note that some awards have entry fees, which varies from a few hundred dollars to thousands.

You can do it in 20 minutes a day.

5. Write updates every day

Press releases aren’t dead, and yes, reporters and journalists still depend on them. Press releases do not mean media coverage out of the park.

And that means double down on distribution. Put out at least one press release a month to increase your chances of getting covered. But do not send press releases for distribution’s sake.

Take some time to write updates every day and write a press release about the important updates. Make sure your material stays relevant and interesting. Otherwise, you are going to hurt your chances of getting covered.

All you need is about 20 minutes a day (or about 4 hours a month) to make it all work.

6. Follow a reporter

Social channels are an indispensable tool among Journalists and editors today. They are all over Twitter, Facebook, Reddit, and other social media platforms to keep up with what’s happening and break the news.

Follow journalists and editors covering your industry. But don’t just follow them, engage with their posts or tag them in their articles. Can you imagine the number of press releases journalists are receiving via email each month, yeah? Social media is a great way to cut through the noise and catch their attention. Use Muck Rack to look for journalists to follow.

It only takes 10 minutes to share and engage with them.