Everyone knows, even if instinctively, that when selling something, the consumer needs to identify with the product. Anyone entering the commercial field quickly realizes that it's necessary to master certain techniques to highlight key points and attract attention – and the online store is no different.
What many people don't realize is how colors can influence the choice of certain products, making them a crucial tool in digital marketing . To give you an idea, some studies on the psychodynamics of color show that they are one of the primary motivators for 85% of consumers.
It is the so-called visual identity, which makes a brand with the right colors have about 80% more recognition than the others.
- As soon as you can, know the color Marsala!
Should the color of the year be the main color of my online store?
Ah, but if you think that green will be a huge success in your online store just because Pantone chose it as the color of the year, you're about to suffer a colossal disaster. There is, in fact, a whole trend analysis done for this choice – in which Pantone analyzes items such as major films, works of art, interior design trends , and the shades of fashion runways from the previous year – and that defines a specific shade as "the color of the year" in a general way, for the entire world.
But (unfortunately) not the whole world will access your online store – and besides, everyone will think the same way, right? And then originality, identity, and differentiation are gone. No, in digital marketing, the analysis needs to be more thorough. It is known, for example, that colors are regional. If blue is successful here, it doesn't mean it will be in China, for example.
The color of the year is just a brief reference, more or less a style guide for a certain period. And your online store needs an identity that lasts, not just a fashion of the season.
Colors can influence consumer behavior
One of the most interesting data to take into account is the fact that colors are able to influence human behavior. So, if you know that yellow has the power to attract attention, is related to optimism and joviality, it will look better in an online store aimed at teenagers. For those who work with outlets, bazaars, thrift stores and discount stores, royal blue, black and orange tend to attract compulsive shoppers. And so it goes.
The important thing is for you to realize that colors are fundamental to an efficient digital marketing plan that consolidates your online store 's brand . Remember that visual identity adds value and is the main point of reference.
