The Psychology of Color and Internet Marketing
By Pam Renovato
As Internet marketers it is imperative that we constantly look
for ways to make a good impression on our viewers. Your
business depends on it. We only have a short amount of time,
before a decision on whether or not we are professionals will
be made. We must make good use of this time.
The first instant we have at presenting ourselves to viewers
is our web page. Which brings us to the importance of good
design and proper color choices. First impressions are very
important. We must make the best of them because we are only
allowed one.
Remember this is your store front, and you must treat it
respectfully. While content, customer service, a niche in
your market, and a high subscriber list, are crucial to your
life on the internet. Good web page design and proper color
choices, are crucial as well. It is a good part of the
reason why viewers bother to look over your content at all.
Regardless of how incredible your content may be, you need to
welcome them and make them feel at home, while they are there.
Or, they will leave.
Did you know you can control the mood of your visitors by using
certain color choices? This is a simple concept that is very
often ignored. Why?
Human emotions are very often triggered by color. You need to
know which colors trigger which emotions.
Color can make the difference between buying and selling, if
used correctly. You need to choose the right color combinations
for your site and product.
Everything we, buy, eat, wear, and all of the things that take
up space where we live, work or play, all have colors. These
colors provide a psychological and emotional response in
everyone. These responses reflect who we are and the things
that we think and feel.
Color is the first thing we notice and the last thing we
forget. If used properly it can be a powerful tool. It is the
doorway to our deepest thoughts and feelings, and desires.
This is an issue worth discussing.
Which colors should you use?
Well, it is always best to keep your main content on a white
background. This is easier on the eyes and will provide a
sense of professionalism. The color white triggers emotions
such as: purity, peace, and perfection.
While white is an important color, you will probably want to
complement your site with other colors as well. After all,
there is creativity in each and every one of us. There is a
huge color spectrum for us to choose from. Which colors are
best!
Here are a few ideas to help you.
Red colors can stimulate warmth, hunger, and excitement.
Cooler colors such as green and blues, enhance calm and
content feelings. Dark colors make objects seem heavier, while
light colors make them seem lighter.
Yellow may reflect a lack of worry, while black a troubled
state. Of course not all colors mean the same things to all
people. Yellow may sometimes mean cheap, green may mean money
or greed, black may mean elegance or death.
Color has become a science and it is a much needed weapon as
part of your marketing arsenal. You will need to take great
thought in choosing color as it will identify you, because
once a color is "owned" it is associated with you and your
company. I am sure you have noticed this with examples such as
Coca Cola red, Tide orange, and John Deere Green. It is just as
important to your identity as your logo. If a shape provides
a symbol, be aware that color does the same.
Think carefully when choosing colors! Applying a certain
color to your product is just plain logic.
For example: In stores, colors identify flavors, brands, and
products: Green in a cleaner says pine- in a mouthwash says
mint, blue very often means strong mint - icy cool. Clear means
additive free. Red found in strawberries, cherries, and apples
is very appealing. You would never choose gray for laundry
detergent because you don't want gray clothes, you want
brightly colored clothes. Blue, very unappetizing on a dinner
plate, is much more successful as a dinner plate.
Because they strongly affect mood, grays and browns seem somber
and often depressing. But they can take on a more cheerful
attitude with complements of red. No matter how you use them
they suggest weight, or something heavy. This would provide
your visitors with a feeling of stableness and strength.
Emotions like this will help your visitors to associate your
site with solidity and confidence. Other colors such as
burgundy, oyster, beige, and blues will also provide a feeling
of solidity.
The list goes on and on.
Don't over look the issue of color with your business. Believe
me it matters!
You see, once we lived in a black and white world. TV was
black, printed publications were predominantly black. All of
that changed in the 60's and has created a chain reaction that
holds true today. Color is the most important attention
getter. As humans, we bring our own tastes to the world. How
do we choose which color to be identified with? What is the
right color? Sometimes there is no right answer, you just have
to take your best shot. But the number one choice of Corporate
America is still blue.
About The Author
Pam Renovato is the web master of a newly renovated:
The Free Advertising Network.
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