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How to use colors to influence your audience

Wondering about the impact your brand colors have on your audience? Was the choice of your brand colors driven by sound reasoning or was it just a random whim? Read on to know more about the role of a purpose-driven color palette in the success of a brand.

Ø Color is one of the most important aspects of visual branding. It can positively or negatively influence a person's emotions and behavior. Different colors can evoke different feelings in people. The same colors can imply different things in different parts of the world and across different cultures.

Ø Clarity of purpose: Your design or brand presence can be strengthened by the right color scheme. The clarity in terms of the purpose behind the existence of your business, the target demographic and the brand positioning are some of the primary determinants of the visual direction that the brand must pursue.

Ø First Impression: Careful use of color to create a first impression can captivate first-time visitors to your website, early users of your app, or potential customers seeing your packaged products, advertisements, or other marketing collateral to turn into repeat buyers and loyal customers.

Ø Customer attention: Skillful use of color can capture your customers' attention and give them a reason to share your brand with family and friends. Studies have shown that over 65% of customers can be persuaded to try out a new FMCG product simply by introducing a more attractive and compelling packaging design.

Ø Too many colors can cause confusion: The golden rule in any design activity is to never overdo something just for the sake of gaining attention. The same thing applies to using colors. Keep your color scheme in check and do not hesitate to keep it monochromatic even, if that is what suits your key offering.

Ø You need to adapt to the color scheme. Just make sure you use colors that go well with your brand and the feelings you want to evoke. It should feel natural and instinctive to use the specifically chosen color palette and it is of supreme priority that all stakeholders must be ready to adapt themselves and connect to the chosen color scheme.

Ø Take an active role in choosing your color scheme and do not leave the decision to a designer. Only you know what you want your brand to express and how you want to be perceived by your target audience...

To increase conversion rates, test out different colors in the ideation stage itself, collect feedback from different audience groups to identify different perspectives, and establish the effectiveness of the colors in both digital and print media until you find the right ones for your brand.


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