How to Use the Psychology of Color for Your Brand’s Personality

psychology of color

Quick…. Think of your favorite brands from your childhood. What do you remember about them? How did they make you feel?

We probably don’t spend too much time thinking about why we find certain things more visually appealing than others. But the truth is that those feelings actually have deeper roots than we think.

Color is a critical part of all of our experience.  We become instantly attracted to or repulsed by the combinations of colors we experience, simply by walking into a room, reading a menu, or looking at a brochure. And yes, this absolutely extends to the decisions we make when we are deciding on making a purchase, both big or small.

What’s up with Color?

From logos to landing pages, to print media or full websites, color is something that creates a visceral reaction in humans. We can’t help it! Colors create an emotive response from each of us, whether based in culture, past experience, or personal preference. There is no way that we are not affected by color, even from our earliest ages.

No small feat for something that technically, doesn’t actually exist. Color is essentially based in perception, and businesses know this. The way we experience brands are rooted in those perceptions, but even knowing that doesn’t stop the way that we feel when we derive a common meaning from each of those colors.

Let’s take a look at some popular brands and how they use color to shape our decision-making experiences.

Red

         

Meaning: Excitement, Passion, Strength, Energy, Violence

In branding: In some of our most popular brands, we tend to associate the color red with energy, excitement, strength, and passion. Coca Cola uses this perception to their advantage, as they take the top spot as a reliable industry leader in refreshing beverages. Target is adept at using this in its logo to inspire confidence in their customer base that yes, you can find exactly what you need within their doors.

Example: Coca Cola, Target

Blue
          

Meaning: Trust, Loyalty, Dependability, Friendliness, Calm, Tranquility

In branding: Ah, trusty blue. Few colors are as popular in branding, because blue and its many hues are able to communicate so many different but important messages to consumers. Nothing shows this better than Facebook’s logo. At its essence, Facebook is essentially a space to connect with friends, and nothing conveys this more efficiently than through the use of the color blue. Even Blue Apron is in on the action, as there are few things more relaxing than the comfort of a good meal at home.

Example: Facebook, AT&T, Blue Apron

Yellow

     

Meaning: Energy, Positivity, Happiness, Extraversion

In branding: Yellow can be a tricky color to brand with, because it can create such distinct reactions in people. At its core though, yellow tends to represent energy and positivity. IKEA utilizes this effectively by featuring the color prominently in its logo. What could be more exciting than the possibility of a creative new beginning for your living space?

Example: Denny’s, IKEA, Post-It

Green

Meaning: Freshness, Energy, Vitality, Health, Nature

In branding: We can often find green where we need to express some vitality or freshness, which makes it a really popular color for brands that want to associate their products with health or nature. Whole Foods is a great example of this, and its name has become synonymous with fresh, healthful products.

Example: Starbucks, Whole Foods, TicTac, Sprite

Orange

Meaning: Excitement, Warmth, Confidence, Friendliness, Optimism

In branding: Well, hello there Orange. Often associated with friendliness, extraversion, and excitement, it’s no wonder brands use orange to inspire optimism in their customers. Check out how Tinder uses the color in its super simple logo to inspire people to use their dating platform. Get out there!

Example: Home Depot, Nickelodeon, Tinder

Purple

        

Meaning: Wisdom, Royalty, Spirituality, Honor

In branding: There’s something about purple that inspires a sense of respect. Depending on its warmth and hue, brands often use purple to evoke feelings of authority with their customers. We often tend to associate the color with a sense of wisdom and royalty. Is it any coincidence then, that Hallmark uses a crown in its logo? We think not.

Example: Hallmark, BBC

Black

         

Meaning: Elite, Exclusivity, Sophistication

In branding: There’s a timelessness to the color black that we’ve come to rely on. Often exclusive, sophisticated, and always impactful, businesses have come to rely on the color to communicate the message of sophistication. Think about how Uber uses black all through its branding, from its logo, to it’s “elite” “black car” upgrades; this message is an intentional one.

Example:  Uber, Louis Vuitton, Apple

Pink

       

Meaning: Romance, Innocence, Femininity, Innovation

In branding: Depending on its shade, the color pink can communicate so many things. When it’s soft, its more obvious qualities of romance and femininity are highlighted, and brands like Victoria’s Secret know this and use this to appeal to its clientele. When it’s used at a deeper shade, like magenta, you’ve got a sense of fun and innovation behind it. Think Lyft’s pink mustache campaign, which serves to communicate the direct opposite of older brother and chief competitor, Uber.

Example: Victoria’s Secret, Dunkin’ Donuts, Lyft

Brown

Meaning: Earth, Nature,  Reliability, Dirtiness

In branding: Brown is another color that can be so effective when used well and can go so wrong when used ineffectively. It often serves to communicate a connection with nature and a sense of reliability. Brands like Cotton and UPS know this and use the color to craft a message around reliability with their brands.

Example: UPS, Hershey, Cotton

Color and Your Brand

It’s almost impossible to dive into the meanings of all colors, just like it is almost impossible to detail each person’s experience with those colors. But what’s crucial to know is that color is indeed important, and it absolutely has an effect on our deepest and earliest emotional responses. These feelings, of course, affect our buying choices, and even the way we elect to engage with our favorite brands. For marketers, it’s critical that we are taking this unique psychology into consideration when building out brand personalities.

If you aren’t sure how to get started making sure your brand’s personality is well communicated, don’t worry! We can help you with that, and more. Hit us up!

10 Stunning Landing Page Designs for Inspiration

Landing Page Designs

Landing pages have a big job to do. They need to create a warm welcome for potential clients, they need to be interactive, provide valuable information, and perhaps most importantly, they need to inspire audiences to engage with businesses in about ten seconds or less.

In a way, they act as the hostess that welcomes potential clients through the front door of any business; to be effective, they need to be dressed for success, so to speak. In short, it all comes down to design. If a landing page is unclear, hard to navigate, unattractive, or just plain boring, it could make or break a lead or sale entirely.

What Makes an Effective Landing Page?

You may have an idea by now about what makes a great, highly converting landing page. There are quite a few basic elements that make up the components of an effective landing page. As a start, you need:

  • A clear call to action
  • A clearly identified audience
  • Easy navigability
  • Solid credibility with clearly marked branding

…and….

  • A really great design!

What’s Design Got to Do With It?

We get it. The world online is an infinite labyrinth of visual stimuli. There is so much to see, so much to do, and there are sooo many distractions to spend your time on… And when it comes to effective marketing, there are so many things to attract a potential customer’s attention, only to promptly lose it again. So, when businesses are looking to grow their client base and get conversions, how can they take that last crucial step even further?

Truly exceptional design uses a variety of elements to create a visual and emotional experience that affects not only the buying choices of established customers but is also shown to be effective when turning potential, browsing customers into long-term clients. If you’re looking for inspo on what makes for great-looking design in a captivating landing page, we’ve got you covered. 

We’ve rounded up 10 incredible designs to get you inspired!

1. Plated

Why We Love It: Fresh Use of Color

Studies have shown that color plays a huge part in how humans engage with decision making around brands; color can inspire confidence, comfort, or even motivation. We don’t really know what could be more indicative of fresh, delicious food than these bright and vibrant colors.

2. Domo

Why We Love It: Color For Emphasis

Domo is masterful here in how they incorporate color to draw the eye toward the businesses that they’ve worked with, and then finally toward the CTA button to elicit action from potential clients.

3. Zingtree 

Why We Love It: Color in Action

Zingtree makes use of fresh, vibrant colors here to create approachability and fun to their landing page! The bright contrasts also direct the eye to very clear calls to action.

4. Stitch Fix

Why We Love It: Fun + Interactive

Who doesn’t love a good quiz? Outside of school, of course?  StitchFix uses a personalized style-quiz to lead users to use its platform and potentially contract their styling service.

5. Landingbot.io

Why We Love It: Fun Factor

A non-traditional landing page that takes a non-traditional approach. By it’s own admission Landingbot isn’t so much a landing page, but a chatbot that does what a landing page does. It rocks the tricky balance of being hilarious, fun, and functional by using funny images and engaging options to capture its audience! 

6. Teambit 

Why We Love It: Feel-Good Factor

Teambit keeps it fun and friendly with adorable illustrations that feel relatable! Businesses are more likely to achieve higher conversion rates when they have elicited positive feelings from buyers and potential clients. What’s not to love?

7. Instapaper

Why We Love It: Keep it Simple, Sweetheart

Sometimes you don’t need to say a lot to make your point effectively. In fact, the most effective conversion rates happen when businesses can make their message clear, and keep their landing pages simple to navigate! Instapaper has the right idea here. There is nothing to distract the audience from doing one simple thing: subscribing to their service.

8. Strikingly 

Why We Love It: Still Keeping it Simple, Sweetheart

Visitors don’t need to spend a thousand years combing through your landing page to figure out how to take action. Strikingly gives us a great example of how to keep a landing page gorgeous, colorful, and simple. To demonstrate this, they make it super-simple to get started (in one click!) and demonstrate credibility with vibrant examples.

9. Fiverr

Why We Love It: Imagery in Action 

When used effectively, imagery can be highly impactful and highly converting. A single, strategic image actually serves as a great opportunity to make a personal connection with your audience.

10. Masterclass

Why We Love It: Effective Imagery

Highly impactful and simple, using the image of a well-known celebrity creates instant recognition and engagement. Not to mention how clear and easy to navigate this landing page is once they’ve captured the attention of the audience.

Inspired to Create Your Own?

Always keep in mind that having a truly incredible landing page doesn’t have to be boring or formulaic to still be effective! To create an incredible, fun and highly converting experience to capture clients and potential clients, don’t be afraid to let your brand personality work for you! The key is knowing your audience, keeping them engaged, and using your brand voice to keep them interacting!

If you’re still strapped for ideas, or would just like a bit more inspiration, get at us! We’d love to connect and get you going in the right direction!

Bad Stock Photos of My Job: Digital Marketing / Startup Team Edition

Bad Stock Photos of My Job

Stock photos are historically bad. As a creative medium that businesses kind of have to use, they are just really… not good. Beyond the new wave of popular, free stock photo sites that actually don’t suck, there exists a world of terrible ones.

While normally we would hate to sift through a classic stock site, the trend of looking up your job (see: #BadStockPhotosOfMyJob) to see how it’s depicted REALLY caught our attention. It’s incredible the lack of awareness, zero nuance, and painfully wrong assessments of jobs in different fields that these stock photographers have.

And WHO is writing those descriptive captions? Good god.

To join in on the fun (and distract ourselves from the burning world for a few minutes), we decided to take a peek at just exactly how digital marketers and marketing professionals are shown.

Deep breaths. Here we go.

What are these? Why is she holding a giant clicker that doesn’t actually do anything? How is this a productive use of time? We have no idea what is happening here.

Bad Stock Photos of My Job

Description: Icon Symbol Communication Internet Digital Concept

We don’t review data often, but when we do the computer is facing the wrong way and we’re in a weird greenhouse-themed cafe.

Bad Stock Photos of My Job

Description: Business Team Meeting Brainstorming Working Concept

When the point is important, we always include it under a header called “Important Point”… also in the oddly-themed greenhouse cafe!

Bad Stock Photos of My Job

Description: Businessman Determine Ideas Writing Working Concept

MANY. BANK. CRISIS. UNDERSTAND. COMPANIES.

Description: Group of people with devices in hands working together as symbol of networking and communication

For the love of god, leave your blazers, laptops, and computer chairs where they belong.

Description: Concept illustrating remote work, business woman with laptop and office chair on the beach

We honestly just can’t with all of this business wear on the beach…

Description: Businessman using laptop computer on tropical beach

I always wear a fedora to let my coworkers know that I am both cool AND relaxed in meetings.

Description: Start-up Team

WHY IS THIS GUY WEARING HEADPHONES? WHY? There is no teamwork happening here whatsoever.

Description: Group of young people employee workers with computer in startup studio – Human resource business and teamwork concept on laptop working time – Start up entrepreneurs at office – Teal and orange filter

I just love to intimately reflect on my professional field by staring at the wall.

Description: marketing strategy concept

Solid, very detail oriented plan. Thanks for the visual demonstration.

HEY EVERYONE, THIS IS THE STARTUP PLAN. First thing’s first, we wasted all of our money printing this banner…

Description: Start up Business Strategy Planning Concept

What are they doing with their hands? Why is he holding a pen like that?

Description: Start-up team with laptop celebrating their success

Follow #BadStockPhotosOfMyJob on Twitter for more, and be sure to tag us in your favorites for your job!

Artists We’re Crushing On: Designer Appreciation Part 7

amazing designers to follow

We have the utmost respect for the crafters, letter-makers, and inspiration shakers out there. In this ongoing visual series, we wanted to give due props to the artists, creators, and designers we’ve taken note of lately. Thanks for making stuff beautiful!

Natalia Maca

Instagram: @natalia.maca

Natalia Maca is a UK-based digital “illustrator, designer, and explorer.” With an Instagram channel that’s super easy on the eyes, we’ve been visiting over and over to get a glimpse of the cool and muted palette of her work. Natalia specializes in editorial illustration, publishing, advertising and T-shirt design, and she tends to have a slightly surreal look to her many amazing projects.

Andrea (Mky)

Instagram: @i.am.mky

We’re big fans of anyone that can take simple words and turn them into a work of art – for wordsmiths, it’s like the perfect two-fer. Romanian designer Mky’s specialty is in crafting incredibly stunning logo design and lettering. With cute fonts, design accents, and color choices, she’s got a great style that really has a voice of its own.

José Parlá

Instagram: @joseparla

José Parlá is a fairly well-known graffiti artist, street artist, and muralist that we’ve been keeping up with. His use of cotton candy color schemes, fluffy paint swatches, minimalistic detail and dreamlike style, we wish we could hire him to paint up our office walls. For now, we’ll just visit his Instagram page to get daily motivation that inspires a deep breath.

Katie Daisy

Instagram: @katiedaisy_artist

Katie Daisy’s name is perhaps the most perfect name matchup in history. With her passion for painting large, vibrant wildflowers and other bits and pieces of nature, she certainly lives up to the name. With beautiful detail and often large-scale works, Katie’s paintings make you feel as though you’re in a crisp and clean meadow.

Juliana Horner

Instagram: @claropsyche / @vesperucca

Who said makeup art wasn’t inspirational? Juliana Horner’s bright, color-popping makeup looks are the refreshing boost we need in the morning. While never able to replace the energy burst that coffee brings, her innovative and creative makeup looks are bold, daring, and absolutely beautiful. Also, how does she do those seamless lines?!

 

What artists, designers, or creatives are you into right now? Let us know in the comments below. You can also see all of our other designer shout-outs here!

Visual Marketing Isn’t Just Nice to Look At, It’s a Science [Infographic]

With so many stimuli presented to people online every day, understanding how visuals can attract consumers’ eyes is critical. The science of visual marketing has proven to encourage more engagement and retention in branded content. As humans, our brains process images 60,000 times faster than text; it makes a lot of sense why the right visuals can make such a big difference.

The infographic below from iScribblers on how visual elements like color and images can influence your marketing. Some of our favorite takeaways include:

  • Visuals with color increase people’s willingness to read a piece of content by up to 80%.
  • 50 – 80% of the human brain is dedicated to visual processing, such as vision, visual memory, colors, shapes, patterns, etc.
  • The brain takes less than 1 second to process visuals. It takes 150 milliseconds to process and image, and another 100 milliseconds to attach meaning to it.

science of visual marketing

Source: iScribblers

Check out more great articles on visual content marketing and how to do it well, or reach out to us on Twitter if you want to talk shop!