Know-How Exchange : E-Marketing

Don't forget, colors are cultural. The impact of a color will vary a lot based on what country (and often even within countries when working with different sub-cultures).

It's certainly true that you should use your brand or product colors as designed and if applicable be aware of cultural differences, but colors do make a big difference, and testing can tell you what works for your audience and encourages the response you are looking for.

And as noted the publics interepretation of and reaction to colors changes. No one wants those 60's Avocado kitchen appliances any more--except Zippy, I think.

I always test colors, and often my testing results in significant lift in response rates. In direct mail I tested a yellow BRE vs white, and got a 10% lift in response. I test the color of teaser copy, etc.

For many years, red was the hot color in more ways than one. In two color materials, red and black were the winners. Then blue took over.

In the online world, we are usually using our brand's frame, and color testing is restricted to call outs, buttons, and other parts of marketing materials. Marketing Sherpa reported some recent studies where testing the color of action buttons (as well as the text) was successful.

Branding your product can include color. An unusual color that speaks your language would be appropriate to use for a brand. Or choose traditional colors, brown for family and home, green for money, red for attention.

https://brandyourmarket.com

Jan