With the ability to catch the eye and spark emotion, color is an influential tool in the realm of content marketing. Just how influential is it? Research shows that color increases a reader’s attention span by 82% and improves memorability by 39% (Xerox).
Playing with color in logos, social media posts, page headers, and blogs is a great way for marketers to affect the behavior and decisions of their audiences. When you’re ready to dive into color-driven content, understanding which colors to use in marketing situations will put you on the vibrant path to success.
The Influence of Color
Red
The color red creates an urgent feeling when used in marketing images. It also invokes a sense of strength and power, and can instill passion. Red makes a great option for announcements that are meant to excite audiences. Be careful not to overuse red, as too much of it can translate into a sense of danger or warning.
When to use red: Sales, coupons, urgent news, romantic content
Orange
Orange is a cheery and optimistic color that reminds people of bright and sunny days. It’s exciting and encouraging, which makes orange another good option for sales and announcements. Orange can also be used to promote creativity and inspire readers.
When to use orange: Sales, coupons, news, inspirational content, season-oriented content
Yellow
Like orange, yellow also promotes cheeriness and optimism. However, it can give a reader a sense of caution if used improperly. It’s also difficult to read against lighter backgrounds but can contrast too sharply against dark backgrounds. Finding a balance with yellow in visual content can be tricky, so it’s important that marketers use it wisely with text and significant details.
When to use yellow: Last-minute sales, inspirational content, season-oriented content
Green
The color green symbolizes health and a sense of peacefulness. It’s very representative of nature, promoting tranquility and harmony, which is why brands like Starbucks incorporate it into their logos.
When to use green: Logos, headers, inspirational content, eco-friendly and nature content, season-oriented content
Blue
Blue is most often associated with strength and reliability. It’s a popular color choice for social media websites like Facebook and Twitter that want to make users feel at ease. It’s also a great color to use when you want to show trustworthiness and create brand loyalty with your audience.
When to use blue: Logos, headers, inspirational content, brand loyalty content, behind-the-scenes content
Purple
As a royal color, purple represents quality. It’s also considered very wise and regal, used in marking situations that command respect and admiration. Purple is often used by brands that provide luxurious products to customers.
When to use purple: Logos, content about beauty and age, luxury-driven content, behind-the-scenes content
Black
Like purple, black symbolizes luxury. It also represents strength, stability, and authority when used properly in marketing. It can give a brand’s content a sense of prestige and mystery, which is ideal for creating excitement around events and announcements. Be careful of overusing black in your visual content, as it can also feel solemn.
When to use black: Contests and giveaways, high-end product content, authoritative content, product teasers
White and Gray
Together, white and gray both promote balance and sophistication. White itself symbolizes faith and purity while gray represents neutrality and timelessness, providing a pleasant backdrop for other colors. Used harmoniously, these two colors make readers feel calm and safe.
When to use white and gray: Product advertisements, tech-related content, luxury-driven content, behind-the-scenes content