Colors in Digital Marketing

Colors can have an extreme impact on people. Colors can calm a person, make them feel angry, induce excitement, and much more. All of this is subconscious. Colors, play a major role in psychology. They tend to decide the nature of a person, their behaviour and can even predict their current mental state. Making use of this involuntary decisions exhibited by humans, a large number of brands use colors strategically in their branding & messaging.

Not every color can fit the needs of a brand, for example – insurance companies usually use green or blue colors while creating their brand designs. Similarly, a law firm rarely would use red in their logo. Each color on the spectrum can induce a specific feeling to an individual. Over the years people have defined what each color would mean to a person. In this article let us look at what some of the common colors would mean to an individual.

Before we start digging about the definitions of each color here are the fundamentals. RGB & CMYK are the two most common color channels one would hear in the industry. RGB stands for Red, Green & Blue. CMYK stands for Cyan, Magenta, Yellow, Key(Black). While both RGB and CMYK can combine with each of the colors in their segment to create almost any color that is differentiable to the human eye. To make things easier here, one must understand that RGB is the color scheme used to mix light while CMYK is the color scheme used to mix paint.

CMYK has 100 steps in each color while RGB has 256 steps in each color band. This allows CMYK to have much lesser color variation as compared to RGB. Which is also the result of loss of vibrance of an image as seen on screen v/s an image printed using a normal printer. Why this info you ask? We will have to understand that brands will need branding elements on both the online and offline world which means that adhering to the CMYK color scheme on the online channels will help them maintain the similar brand colors across. Failing which, the brand may look faded out in the real world.

To adhere to this – most brands often stick to the color ranges available on the CMYK band.

Here are colors with their respective hex codes.

  • Red (#FF0000) (rgb(255,0,0)) – SAMPLE
  • Green (#00FF00) (rgb(0,255,0)) – SAMPLE
  • Blue (#0000FF)(rgb(0,0,255)) – SAMPLE
  • Cyan (#00FFFF)(rgb(0,255,255)) – SAMPLE
  • Magenta (#FF00FF)(rgb(255,0,255)) –SAMPLE
  • Yellow (#FFFF00)(rgb(255,255,0)) – SAMPLE
  • Black (#000000)(rgb(0,0,0)) – SAMPLE
  • White (#FFFFFF)(rgb(255,255,255)) – SAMPLE

In this article let us walk through some of the most widely used colors in the industry and the meaning related to it. Multi-colour logos have been a trend too. Let’s keep that to the last.

Red : Apart from drawing attention, red can also cause excitement. The reason why hearts are in this color and traffic signs contain red. Brands use this to create a sense of urgency and simulate the urge of an action. Red is also the color associated with children’s products as that is the most differentiated color soon after birth.

Red falls under the tone of a warm color range. The color with maximum wavelength and visibility. The next time you want to draw attention to your brand you know which color to go for.

Green : Green can cause a sense of safety, security, stability, growth & harmony. Green is most commonly used in brands and elements that need assurance. Green falls in the range of cool colors and has the same calming effects that blue has over people. Brighter the green – more energizing and vibrant they get. Dark greens induce a sense of balance and represent prosperity.

A Call-To-Action (CTA) button is usually colored green for the same reasons. Brands like Kaspersky, Spotify, Starbucks, Land Rover utilize the power of green in the best way possible to entice their customers

Blue : By far the most liked color by humans on the spectrum. Blue brings in a variety of feelings. In the english language – blue represents sadness. However, shades of blue induces everything from calmness to royalty. It can create a sense of trust and dependability. Blue can draw attention while portraying honesty & loyalty. Blue is used by brands that seek trust or loyalty from their audiences. Facebook, JP Morgan, Wikipedia, Skype, AT&T are a few brands that quite heavily rely on this color.

There have been a lot of theories as to why people like the color blue – one of the most prominent one is that blue depicts & is associated with a clear sky (air & good weather) & large bodies of water.

Yellow : The color that brings in a vibe of energy. Yellow represents enthusiasm, positivity & happiness. Yellow is usually used by brands that promote leisure, travel & sports. Snapchat,

IMDB, McDonalds, Nikon use yellow to promote their brand image.

Although stats represent yellow to be one among the least liked color, brands continue to flaunt it boldly throughout their promotions – and seems to go in their favour.