How
do colors affect purchases?
If colors engage consumers, why are
black and white packaged products considered luxury items? What visually draws
you to a product or company?
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| futurederm.com/oliviersandco.com |
In Direct Marketing News, Color Your Campaigns to Boost Results by
Brent Tartar, SVP of Sales and Marketing for WA Wilde Co. provides an idea of
how color is necessary for a campaign, and more specifically for a direct mail
campaign in his article.
- This cost-effective level of measurement can only be attained through proper testing against a control. Our testing shows that color does have a significant impact on response rates when used properly.
- The real secret, however, is not just the introduction of color, but using color that is data driven. Many studies show that marketers gain the best results by using not only personalization of content, but also of color, when it's driven by program automated business rules.
- This could mean using spot color on a chart or graph to provide added visibility, or a palette change to reflect the target audience, or modifying creative to reflect colors that match to a particular gender or target audience based on data modeling.
Naturally, humans are visually inclined and colors play a
significant role in how marketers strategically position their products. Click
on and take a look at this infographic to see if you’ve succumbed to the
fun-loving brightness of colors:
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| http://www.hispanicmarketinfo.com |
Steve Chazin, Vice
President, Product Management for Chatter, Salesforce.com at Salesforce and
former Senior Director at Apple even had to rein in their advertising based
partly on their colors. Chazin
writes, “We washed away the multicolored logo (and by extension the memory of
overpriced, underpowered, children’s computers), and we replaced it with a
simple, solid black and white logo amid images of enduring heroes who had the
passion, courage and dedication to change the world. In short, we focused
on improving Apple’s image while we treaded water and slowly built a better
designed computer, the iMac, which would one day save the company.” It is not
clear that packaging, colors, and how a product is perceived before it is even
used can affect a campaign. In fact, an established brand has to culturally
engage the Hispanic market while being visually engaging. According to mediapost.com,
“A central tenet of…multi-brand platforms is to focus on providing valuable and
culturally relevant content as a way of building brand awareness and affinity
and ultimately product sales. The Web and social media are perfect media for
content-focused marketing programs. A website, particularly one leveraging a
robust content management system, is a potent publishing platform. By artfully
integrating social media, brands have a potential for the most widespread
distribution system we’ve seen to date to syndicate that content.
If your brand is
successful in English, then take the time you spent working on English
campaigns to create a greater outcome with a smaller investment for the
Hispanic market. Also, if you want to pull them in visually, what can you do that’s
different from your English campaign? Representing an eagle in front of Mount
Rushmore for example would have a much different cultural meaning to
Hispanic-Americans. Being culturally relevant and visually engaging is the
precise way to attract attention and gain a culturally-centric following. What
are some ways you and your colleagues can visually and culturally engage the
Hispanic market?
How do you visually engage the Hispanic market?
Sources:
Direct Marketing News
