Your logo and brand colors often create that key first impression in your customer’s mind—and visual impressions impact customer response. To harness the power of visual stimuli, you need to understand the psychology of color.
Color invokes multiple layers of meaning, including instinctive responses associated with primal impulses and modern cultural cues based on familiar use…which means you can send a memorable message to your customers even before your first interaction.
So what do your brand colors say about your brand and your company?
Let’s take a look at some familiar logos and what their color choices represent.
Red is exciting, provocative and passionate, but red also conjures up images and feelings of fiery warmth and heat. It’s a popular choice for restaurants because it’s known to stimulate appetite. If you’re looking for dynamic, impactful and passionate brand colors, red is a good choice.
Blue is a popular color for corporate logos. Blue is calming and it represents professionalism, responsibility, security and integrity. It’s popular with companies and government institutions that want to inspire consumer trust. It’s an authoritative color. However, it should also be noted that blue is one of the most popular colors on the web. Twitter isn’t a deadly serious corporation, but can you imagine it in any other color?
Yellow is the color of the sun and can imply positive, creative vibes. But use yellow carefully. Yellow is often used in caution signs and has been culturally associated with cowardice. It’s often paired with red to stimulate appetite and makes a great accent color for other nature-related colors such as blue or green.
When considering new brand colors, carefully consider the visual impact your new logo and brand will have on your prospects and customers…and what impression you want to make. The right color speaks directly to your target audience and invokes a specific emotional response: fear, desire, trust, or even diversity.
Do your brand colors send the right message? Contact Cultivate and have our team of experts review your materials and get started on a brand analysis today.
P.S. Learn more about brand colors and their best uses. Check out this informative Marketo infographic:
Ah, infographics. These one-stop visual representations of interesting data and information have enjoyed world-wide appeal across every industry imaginable, as they speak to visually-tuned creatives, data gurus, roaming consumers, and industry professionals alike! When done correctly, they’re easy to take in, captivating, and quite useful.
There are a lot of reasons to create your first infographic: a great infographic can build your authority and showcase your industry expertise, illustrate stimulating perspectives that allow you to rise above your competition’s online presence, pare down intimidating amounts of data into understandable concepts to effectively communicate an idea, spread your company branding across social media channels and increase traffic flow to your website, bringing you closer to your target market than ever before.
The big idea? Infographics Get Attention. Lots of it. Attention means Awareness—and that’s the first (and might we add super-important) stage in the Growth Cycle Marketing process. Think about it: today’s educated consumer is out there researching your industry, and your products and services. You’re looking to drive traffic to your website to show that consumer just how top-notch you are and just how your products and services will meet and exceed their unique needs and expectations.
Here’s How to Get Crackin’ on Your First Kick-Ass Infographic…
1. Define Your Target Audience
Different people absorb content in different ways. There are 101 different types of content you can use to create Awareness. Get in the mind of your target demographic. Think about how you can grab their attention—quickly. Are infographics the answer?
And hey, if your business is B2B, don’t rule out infographics as a tool. All business, whether B2B or B2C is also H2H. That’s human-to-human. Behind every business is one person looking to fill a need, be it for their entire company or only for their department—it doesn’t matter: they’re still a person and you need to reach them.
2. Think Strategy
Don’t create an infographic just to create an infographic. What is your objective with this infographic? Do you have a compelling story to tell your audience backed with irresistibly interesting data? Will your infographic be branded? Will it be clickable? Where will that click take the clicker? Will you set up a means to share your infographic? What are your goals for this infographic and how will you measure success?
3. Storyboard & Research
Start with your story. What are you trying to illustrate? Categorical information, like superpowers? A timeline of events, like the evolution of game controllers? Geographical data, like a wind map? Next, research the data you need to back up your story. Be absolutely sure you’re referencing reliable, reputable sources. You want to build trust and inspire consumers by providing kick-ass info and interesting and accurate data. Don’t risk damaging your reputation with poorly sourced information.
Sketch out a rough idea of what you’d like the infographic to look like. Be flexible in the face of revisions and change, and note areas that may need a little extra visual punch to really make it pop. Also, make a list of all your sources, especially when quoting percentages and other statistics. A small-print source list at the bottom of your infographic is a great way to remain reputable and show you did your homework.
Looking for inspiration? Check out Cultivate’s The Land of [Infographics] Pinterest board for tons of cool examples and ideas!
4. Enlist a Creative Crew
Take your vision to the streets. Or to your internal marketing team—that’s fine too. There are a lot of free infographic templates out there that are easy to use, BUT, if you want something really unique (which, trust us, you DO), then you should kick it up a notch and go the professional route: at minimum, hire a graphic designer, plus a copywriter/editor. Consult your brand identity manager to ensure you’re integrating the look and feel of your brand. Hire a talented creative agency to take care of everything in one swoop and avoid the hassle.
5. Get the Word Out
Looooove your infographic? Great! Spread the word! Publish your infographic not only to your website, but also on all your favorite social media channels, including Facebook and Twitter. Don’t forget Pinterest, as it’s a popular, primarily visual platform chock full of consumers constantly clicking for more eye candy. Add it to your email marketing strategy and LinkedIn profile. Feel free to send out tactful invites to key influencers inviting them to check it out. You might just have a viral hit!
Your objective here is to elevate the web presence of your business and create Awareness, kicking off the Growth Cycle Marketing process. You can ONLY do this with a kick-ass infographic. A hastily crafted, unprofessional, unbranded, free template infographic that isn’t well-researched or unique won’t do you any favors. In fact, a crappy infographic makes your company look bad. Real bad. So don’t shove this off on your poor intern.
Great infographics have viral potential. This is the age of the infographic and people are just eating this stuff up. Don’t miss out on this huge trending opportunity to create Awareness and stimulate your business growth.
The majority of us spend our fair share of time on any number of social networks, and of course, at every turn companies are trying to find new ways to reach and engage you through them. But have you ever stopped to think about how social networks affect your psyche? Why do you spend time socializing through various platforms online? Do you agree with the statistics presented in this infographic? Take a look, and let’s discuss in the comments section.