The Role Of Color Theory In Digital Marketing & Social Media
When it comes to digital marketing and social media usually you think about profile pages, status updates, content, and engagement. But color theory plays a major role to be truly successful.
How color influences the brain
Color is one of the aspects of found everywhere and seemingly simple, yet nearly impossible to describe.
While much of the research done on the connection between color and the human brain is inconclusive, this much we do know: Color has a deep and profound impact on the way people view objects – including brands and their products.
Research shows that people make up their minds to buy something within 90 seconds of forming the first impression. Roughly 62-90 percent of the assessment is based on colors alone.
Using Color Psychology to Win at Social Media
There are plenty of differing opinions on the specifics of color psychology, which confuses some and discourages many marketers from searching for something too deeply into its more intricate theories.
Let’s take a look at some of the various strategies that can be implemented into a social media & digital marketing strategy to produce successful results.
Use Color Contrast to Grab Attention
There’s ample evidence to suggest that major contrasts between colors draw eyes to the specific element that stands out. You can use this to your advantage on social media, as well as in traditional web design and content strategy.
For example, Instagram uses bright pink color to contrast predominantly white backgrounds.
Be Strategic with Color Combinations
Are you familiar with the idea of complementary color combinations? These are colors that are opposites of each other, which allows them to stand out.
“They are geographically and color-wise the opposite, and provide a kind of visual tension because they are so opposed to each other.” “You might even notice that some of your favorite sports teams use complementary colors. From football to hockey, opposite colors are used for some great color combinations.”
Examples of complementary color combinations include blue and orange, red and green, and yellow and purple.
While you probably don’t want to use complementary colors all the time, they can be effective when used as an occasional way of garnering attention on a crowded social media feed. The trick is to feature the primary color in a 7:3 ratio to the complementary color (rather than 1:1).
Offer Consistency in Content You Share
It’s important to have consistency in your brand voice and how you write copy, it’s far more significant to have a well-integrated color scheme that immediately connects people to your brand.
Regarding social media, there should be consistency in the visual appeal and color scheme of the content you share. Pepsi’s Instagram page is a good example. Notice how almost every post has some red and blue in it – either in tint or color. This is purposeful and draws an immediate connection, even when a logo isn’t readily identifiable.
You should never share a post on any social media platform. At least think about it in terms of color theory as it relates to your brand. The connection doesn’t have to be super strong, but there should be a consistent relationship.
Color psychology is just one element of social media marketing, but it’s an important and often overlooked one. By reshaping your view on color theory, you can use some of the technical principles to give your marketing efforts a visual makeover that resonates with your target audience.