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Impact - The Use of Colors and Color Imagery in Direct Response Marketing and eBranding
NextStage Evolution, Sep 2007, Pages: 22
The Use of Colors and Color Imagery
This paper reports on the use of colors and color imagery in Direct Response Marketing and eBranding. It is based on original research conducted by us on how to use color in online marketing so that different demographic groups correctly interpret your marketing message. The research is ongoing and the purchaser of this paper will be notified when new research is complete and available.
There are two focuses to this paper:
- How color is used within age and gender groups and
- How color influences age groups and genders
This research is based on data from male and females with various lifestyles whose age span is 15-84 years old. The vocations used for the research include fireman, security professionals, biologists, authors, clergy and others. The research began by analyzing email threads from various authors, creating a base software filter that could determine the authors’ native language and culture based on specific language usage. This filter was then adapted to single out specific culture clues such as the sociocultural cues for color usage.
This paper provides useful and specific suggestions for transferring brick & mortar brands to online. These suggestions are simple, easy to implement and valuable to everyone. Companies with well established brands to those creating new ones will benefit from the information provided. Costly mistakes will be avoided and an increased ROI can be realized by following the suggestions outlined in this paper.
There are 20 figures which demonstrate the suggestions given. The paper, written in a light conversational tone, is not a scientific discourse on color refractivity and the affect of light on the iris (although 90 references are given for those so inclined). This paper takes the work out of understanding the science and translates it into meaningful uses for the real world.
The marketing world is rapidly changing with new markets being created and existing markets becoming increasingly segmented. This paper is a must read for those who want to understand how to market to these new emerging demographics. Marketers and companies need to understand their target audience much more today than ever before. These new demographic groups have more buying power now than in the past. This paper tells you what colors to use to reach different demographics and which colors to avoid. This paper is essential to companies who want an edge on their competition.
This paper begins with a brief overview on the use of color through history. How certain colors were reserved for the elite and how certain colors are perceived in various cultures. The six standard colors which are recognized by most cultures were used as a basis for this research. The paper then quickly moves to the results of the study.
This paper reveals information such as:
- How to successfully transfer a brick & mortar (B&M) brand directly to online
Which brands will be more readily accepted
Which gender based bands are more easily accepted
Which color schemes work
How changing the visual orientation affects recognition
- How the number of years a B&M brand has been used affects eBranding
- How recognition of eBrands varies with age
- How the recognition of eBrands varies with gender
- How to optimize a B&M brand for better eBrand recognition
How technology can impact the transfer to online eBranding
How specific color combinations affect age-based responses
How rotating the image affects the consumers response
- Specific suggestions for transferring a B&M brand to online are given
How to target older audiences
How to target younger audiences
How to target male or females more affectively
How to use highlight colors for maximum affect
Which colors will force a brand to be memorized and increase recognition
Which color schemes appeal to specific age groups
How modifying the vertical alignment of a brand affects recognition
How modifying the horizontal alignment of a brand affects recognition
This paper is unique in that it demystifies the reaction various demographics have to the use of colors in branding. It pulls together research from multiple disciplines, saving marketers time and money. It explains why your campaigns may have failed when moving to online, how these problems can be avoided and how to capture the new emerging markets.
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