When you hit ‘send’ on your latest marketing message, are you sure you’ve done everything you can to make it a success? You could have crafted the ideal subject line, have a compelling call to action and a world class design, and you still you may not achieve the results that you hope for. So, how can you ensure that your marketing campaigns are reaching their full potential? There could be one important design element that you’re overlooking.
Colour Me Happy
The theory that different colours elicit different emotional responses is nothing new. However, it’s only fairly recently that marketing professionals have begun to sit up and take notice of the fact. By using specific, dominant colours in your messages you can make your subscribers more excited, trusting or impulsive. The correct colour choice could offer the extra push that your marketing campaigns need.
Colour Psychology in Practice
Take these two examples of newsletters from different pet supply stores:
Both companies have chosen to use the colour green dominantly; a colour that has associations with animals and nature. This could give the customer confidence in the companies’ authority and expertise. They have also both chosen to make their call to action red; a colour that elicits excitement and impulsiveness. This could help achieve the all-important click-through. However, while both newsletters have certain colours that dominate, nether use colour overpoweringly. The idea is to use colour to subtly guide and influence your customers, rather than hitting them in the face with your messages. So, how can you use some of these principles with your marketing emails?
What’s Your Colour Code?
Think about the ideology of your brand and the message you want to give across to your customers. Then, choose a few colours that you think best represent your company. For example, you can use colours like red, orange and yellow to portray confidence. Purple can be used to imply creativity or exclusivity. If you want to show your company is reliable and trustworthy, consider using shades of blue in your newsletter.
Keep it Appropriate
Don’t just throw certain colours into your messages because you hope to achieve a certain emotional response. Colour psychology will only be successful if the colours you choose are appropriate for the content of your newsletter. An abundance of bright colours would be completely inappropriate for a serious newsletter, but they would be well suited to a message about a special offer or sale. Think about how certain colours will cause the customer to react before committing them to your campaign.
Standing Out From The Crowd
Certain brands are recognisable by the colours they are associated with. Once you’ve decided on a few colours that define you brand, use them throughout your email marketing campaigns. Over time, this will make you more recognisable to your subscribers. You can then use splashes of contrasting colours to draw the reader’s eye to certain parts of message (like the bright red call to action used in both messages above.
Colour psychology is not guaranteed to improve your read or click through rates. However, in the competitive world of email marketing, it can be used to help you create compelling newsletters and encourage your customers to keep coming back to your brand.