For your business’s next motion graphic, social media infographic, or interactive landing page, using the appropriate colour palette might mean an increase in engagement and sales. Take a moment to consider some of the most well-known companies. All of the logos are full of vivid colours. Take McDonald’s, whose “golden arches” are instantly recognizable. To stand out in today’s competitive market, one needs to understand the significance of colour.
Colours have an impact on people’s emotions and perceptions, in addition to their aesthetic value. Some colours have strong emotional associations; for instance, the colour red is often associated with excitement, whereas the colour pink, which is also part of the red family, is often associated with relaxation.
The most common colour in B2B branding
Many successful B2B businesses employ a blue colour scheme as it is seen in many natural settings, from the light blue of the sky during the day to the dark blue of a pool of water. In part because of this, blue is typically associated with a sense of tranquillity and peace. It is also typically associated with dependability and stability.
Blue is frequently used as a brand colour by companies that wish to convey a sense of trustworthiness in their marketing materials. However, in a market that is flooded with blue branding, can this colour help you stand out from the crowd and offer you the kind of brand recognition that your business can build on?
Colours and their meanings
Here are 3 that you might have encountered before.
The colour red conveys a sense of urgency, threat, and strength. The colour red is a “trigger” colour. It’s true that red “enquire now” buttons can be effective, but only if the rest of your design (which isn’t entirely red) and copy have already convinced the reader.
Because of its proven effectiveness in encouraging on-the-spot purchases, the colour red is frequently used for “buy” buttons on e-commerce sites. However, the same holds true for B2B vendors.
In an experiment by Hubspot, two button colours—green and red—were contrasted against one another. The website’s original call to action button also had a green colour scheme, as green is associated with the company’s brand. The website’s conversion rate was cut in half but altering the button colour to red increased it by 21%.
The colour green is a common option for the call-to-action button. The human eye has the least amount of trouble processing this colour, making it a very aesthetically pleasing option. It is a pleasant colour that brings to mind images of nature such as grass and trees. Green is also used by businesses that want to be recognised for their efforts to preserve the environment.
This is a colour that is commonly used in professional settings, and as was noted earlier, it has a calming impact on people. When people see blue, it gives them a sense of comfort and security, and it also inspires faith in the firm. Large organizations, such as IBM and Zoom, are commonly seen using this shade of colour, which has a professional appearance.
Indirectly improving sales, blue does so to prevent worry. By using red, your business can get people’s attention and make them realize that now is the best moment to make a purchase. In contrast to red, which stimulates the desire to buy, blue soothes nervousness. Because of this, websites that deal with potentially unsettling topics like finance or medicine can benefit from using blue as a backdrop colour and for conversion components.
Colour consideration in B2B marketing campaigns
When looking for the colours that will make your next content marketing push a success, the following are crucial elements that you should keep in mind.
A colour palette that represents your business
The use of colour always conveys a great deal of information to potential buyers. If you choose the colour palette for each piece of visual material with greater attention, you will be able to have more influence over the image that your organization conveys.
Your target audience
The colours you choose to utilize should be chosen with care, as the way they are perceived by your target audience will vary depending on where they are located and their cultural background. Colours have different meanings in different cultures; in the United States, red is associated with love and passion, whereas in India, it represents purity.
The colours used in a business’s branding also have a significant impact on how its products and services are perceived. Conversion rates are increased when colours are used to enhance the brand’s personality.
It’s important to note that our colour suggestions are meant to be illustrative. It’s unclear whether they’ll help your site’s conversion rate or marketing campaigns. Only by doing tests can you determine the definite impact that changing the colour will bring.
Do you need help developing forward-thinking, goal-oriented brand guidelines or marketing materials for your company? At Convergence Concepts, we have expertise in the areas of strategy, creativity, experience design, and digital media for conferences and B2B events. Reach out to us at firstname.lastname@example.org to inquire more!