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Three Ways to Juice Your Marketing Results Using Color

by Tom Shapiro  |  
September 17, 2013

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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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

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  • by John Thomasen Tue Sep 17, 2013 via web

    Great points! Design is very important for websites. A lot of entrepreneurs I work with are mainly concerned with content, which is important, but a person's decision to stay on a page and explore further is usually based on the design. And colors are crucial to that.

    John Thomasen
    Author of John's Marketing Gems and John's Online Marketing Gems

  • by Michael Cohn Tue Sep 17, 2013 via web

    Thanks for the great article Tom.

    Here are two more articles that we wrote on this subject:

  • by Tom Shapiro Wed Sep 18, 2013 via web

    John/Michael - Many thanks for the positive feedback. I'm glad that you found the article useful.

    Agreed, John. Content is important, but design is just as important.

    Michael, thanks for the articles.

    Tom Shapiro
    Digital Marketing NOW

  • by George Kane Tue Sep 24, 2013 via web

    This is a good article. Color and color schemes influence people daily. A brand is defined by all aspects including color. Color can say all kinds of things about you as stated in this article. I think it is more of a subconscious idea, but people are constantly influenced by their subconscious.

  • by Gracious Store Mon Sep 30, 2013 via web

    Colors are very important, they speak volumes about the business, so it is very important to choose colors that represent what you stand for as a company

  • by Tom Shapiro Fri Oct 11, 2013 via web

    George & Gracious Store, thanks for your comments. Agreed, color is an absolutely critical component of branding.

    Much of the influence of color is on the subconscious level. Studies have indicated that 90% of purchasing decisions are made subconsciously, and as indicated in my article, 90% of someone's immediate, gut reaction to a new product can be based on color alone. Color truly is a powerful force in marketing, to say the least.

    Tom Shapiro
    Digital Marketing NOW

  • by Courtney Wed Nov 27, 2013 via web

    Things get even more complicated (and fascinating) when you take a global approach to color in marketing. Not every country responds to a given color in the same way as the U.S.

    For more insight into this:

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