Color has powerful meaning and using it matters
3 Minutes, 33 Seconds
Written By John Marx
Tags: Graphic Design
We see color every day or shades of grey for those that have color blindness. Color is an important part of our lives for forming opinions, feeling emotion, and conveying a message to your audience. Today we will look at what colors typically mean and how they can help you get your message across to your target audience.
Looking at the above chart you can see that color can convey a lot of meaning. The first item a person often sees with your company is the logo of your company. What color are you using in your logo and is it conveying the right information to your audience? When it comes to color 93% of consumers have stated that their purchasing decisions are made on visual perceptions. 85% of consumers cite color as their main reason for buying a product or service.
Beyond color though what is there? You have shapes and shapes aligned with the right colors convey a complete message.
When we started this article, we mentioned that not everyone sees in color. Does your color choice work well in a non-color way as well? It should if you want to hit the largest audience possible. Those with color blindness are a larger audience than you might realize. 1 in 12 men and 1 in 200 women have a form of being color blind. Make certain that you have enough contrast between your colors that everyone can benefit. This is one reason a standard for government websites are that they comply with section 508 or people with disabilities.
Speaking of websites there's a lot of thought that needs to go into creating your own website to hit the largest audience possible. We know you've put thought into the overall layout, functionality, content, and the structure of the menu. What many don't put a lot of thought into is the overall color choices. This for our clients beyond content is the largest consumer of time. The wrong choices in color can distract rather than bring your audience into your marketing. The look-and-feel of your site your audience will quickly see; it will be the color that helps them decide to stay and want to learn more.
When it comes to choosing your colors, there is no magic bullet. You can choose blue and orange and be done. You need to make an informed decision. This decision need to reflect not only the company brand itself but the audience you are targeting. Look at your intended demographic age, gender, culture, financial status, and interests. A source we often use to look at colors a brand uses is https://brandcolors.net/.
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