Imagine heading to a local café and ordering hot chocolate. They serve it to you in a white cup. Chances are, you won't like your drink. That's not an indication of the quality of the café or the hot chocolate, but rather the color of the cup.

This conclusion is based on a study by the Polytechnic University of Valencia and the University of Oxford. The universities served hot chocolate in white, cream, red, and orange cups. The drinks were identical, but volunteers claimed that the flavor was better when the drink was served in an orange or cream-colored cup.

Surprised? You might not think much about it, but we experience the world through colors. Every day, in all we do, we respond to the colors around us.

Imagine landing on a website filled with clashing blue, orange, and pink. It would be difficult to focus on the page, and you'd likely leave right away. Alternatively, visit a beautifully designed website like, with white, silver, and gray, highlighted by beautiful, crisp photos, and you'll enjoy spending significant time there.

When prospects arrive at your website, see your display ad, or click through to your landing page, they make decisions within seconds. Color combinations influence their reactions and behavior significantly. Therefore, it's critical to carefully select the colors in your marketing materials.

Here are three ways to juice your marketing results using color.

1. Branding

Your branding dictates prospects' expectations of your company, helping them decide whether to do business with you. According to the University of Loyola, Maryland, color increases brand recognition by a whopping 80%. Therefore, pick the right color for your business and maximize your revenue potential.

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image of Tom Shapiro

Tom Shapiro is the CEO of Stratabeat, a branding and marketing agency. He is also the author of Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth.

Twitter: @tomshapiro

LinkedIn: Tom Shapiro