Content & Colors
Updated: Mar 29, 2020
Have you ever thought about how the specific color choices you make have a direct impact on the results of your content marketing?
While most communicators understand that good design is essential and can make an impact on how clients & stakeholders feel and how they respond, they are often unaware of just how important the color choices are.
Colors are fundamental in all aspects of communication. They have a direct impact on stakeholders, affecting their emotions and how they react to certain messages. It therefore makes sense for you to take colors into consideration to support your content marketing efforts.
What Is Color Psychology?
Color psychology is essentially the science behind colors and how they affect our behavior .
Colors come in three groups: Primary, secondary, and tertiary. The strongest of these are the primary colors, and these are often the colors you use to make something stand out.
So which colors should you be using in your communication? There is no definite answer. Instead, you need to know how colors affect the emotions to help you make the right decisions when it comes to your content.
How Do Certain Colors Affect People?
Let’s take a closer look at the main colors to see how they are used to affect people’s reactions.
GREEN: Green is the color of nature, of the outdoors, and it’s no surprise that this is the color used by companies to demonstrate their environmental credentials.
RED: Red is the color of energy, passion, and excitement. It’s often used in the entertainment industry (e.g. Netflix), and it can also suggest urgency.
BLUE: Blue is a popular color for marketing. It represents peace, loyalty, trust, and calmness. It is used by social media giants like Twitter as well as companies like IBM to highlight how they are reliable, trusted, and experienced.
YELLOW: Yellow is often used to suggest optimism. It stands out on the page, and it is used to highlight important areas of content, which can make it a good option for your call-to-action buttons. DHL is one of the most famous brands using yellow for its playful and welcoming connotations, and it combines it with red.
ORANGE: Orange is a color of urgency but also of fun. Amazon uses orange for its calls to action, and it is also used by children’s brands for its connotations of fun and excitement (e.g. Nickelodeon).
Take Colors into Account
Your choice of colors has a direct impact on how your audience reacts, whether that’s how they interact with your content or how they respond to your CTAs. So think carefully about your color options when you create content, and especially consider your target group by age, culture, demographics, and look at what different colors mean to them.
Then use color to improve brand awareness, encourage your stakeholders to feel a certain way, influence how they see your brand, and improve your content marketing results.