Why we
remember ‘Boost’ (health drink) in red color, why Facebook is always in blue,
pink means girl’s color?? Do colors make any sense with us?? Yes they do,
Colors can communicate different things with humans, they use human feelings to
communicate its message and store it inside the human mind.
Why Colors
in Marketing
“Color is the place where our
brain and the universe meet.” Paul Klee
Color detains your attention, calm down or annoys the eyes,
and send a powerful message to the viewers mind. The right color will made a
business succeed and a wrong color can cause failure for a product or business.
Color has an important role in everyone’s life, religion, nature, beliefs, and
personality that all influence our purchase decision making.
Can you remember your favorite cartoon from these color
combinations?
1. Red, Black and yellow – Mickey Mouse
2. Lime yellow, orange and blue – Tweety bird
3. Blue, yellow, red, white and orange – Donald duck
Color as a
medium of communication
Why these characters are always memorable in human mind??
Importance of colors in explainer / animation video marketing starts here. In
an explainer video, the color act as a medium of communication and it plays
with human feelings. It converts purchase decisions of the customer and
influences the ROI, also it represent a brand’s identity and personality.
Check the list of colors and it meanings below. It portraits
the importance of color in an explainer video, because your video will engage
and entertain your customer while it explains about you.
GREEN: Supports
Balance, Harmony, Love, Communication, Social, Nature, Acceptance.
BLUE – INDIGO:
Increases calmness, peace, love, honesty, kindness, truth, inner peace,
emotional depth, devotion.
VIOLET: It
stimulates intuition, imagination, universal flow, Meditation, artistic
qualities.
RED: it increases
physical energy, vitality, stamina, grounding, spontaneity, stability, passion.
ORANGE: it
stimulates creativity, productivity, pleasure, optimism, Enthusiasm, Emotional
expression.
YELLOW: increases
fun, humor, lightness, personal power, intellect, logic, creativity.
In an explainer / animation video the virtual attraction of
its landing page influences the viewer to click on that video link, and the
above features will hook the viewers to pay attention the video.
It matters when you use colors in your explainer video
Key points you have to note
down
Landing Page: When you
use the colors wisely in your landing image of your Explainer video, the
virtual attraction of the landing image will magnetize the viewer to click your
video. Half of your marketing role will be done by the colors on your explainer
video.
Customers: Use the
colors in your Explainer video as per your target customers. If you are
targeting women, use the variants of blue, purple, and green; they dislike the
colors like orange brown and gray.
If your product is focusing mostly at men the game is
entirely different. Men love Blue, Green, and black but avoid brown, orange and
purple. These are the rules given by KISSmetrics researchers.
Feel: Wherever you
use colors; think that you are going to play with the feel of your customers.
When you are looking for getting attention for your explainer video, use a mix
of warm and calm colors. Say, black and white, white will go with any of the
dark and warm colors, but no cool colors like blue green n all.
For example: Nike
animation advertisements. They have used red, black and gray colors in their
advertisements; recently redbus.com has introduced their explainer video with
gray, red and white colors. Their logo, redbus.com got a punching image in the
viewers mind because of the logo color RED. Another visible example is the
hyperlinks associated with the web contents, it’s in blue because its
visibility and ability to strike the viewers notice.
Meaning of colors for using
it with your explainer video
Here I am adding some of the colors and its features for
your information. Use it wisely as per your business nature in your explainer
video.
Red: It gives
Energy, a sense of necessity, passion, desire, love, anger, violence, and
danger. The contradicting factors are love and danger. Also it can actually
increase heart rates, respiration, and metabolism. If you felt anxious while
shopping, this might be the reason. This is one of the reason why people using
this color for sign in or sign up button in a website.
Orange: The color
of Joy, aggression, change, and it calls to action. In the emotional spectrum
Orange falls somewhere between red and yellow. It is stronger than yellow but
much friendly than red. Darker shades of orange can be associated with the
autumn season and the earth. Most of the retail shoppers use this color for
their logo and other banners to show that they are customer friendly.
Yellow: This shows
Optimism, sunshine, hope, energy, and happiness. Yellow is a good color for
adding cheerfulness to your site. But be careful while you overuse yellow in
your channels can be hard on the eyes because sometimes it associated with
weakness. Less yellow will gives you proper result, so use it wisely.
Blue: One of the
cool colors; which indicates trust, security, calm, responsibility,
friendliness. The color blue is often used by banks and businesses to create an
atmosphere of trust and responsibility. The meaning behind blue will vary
depending on its shade and hue more than some other colors. For example, darker
blues denote more security while lighter blues are seen as more friendly.
Green: The color
of nature; that symbolizes wealth, natural energy, renewal and the environment.
Green is another color where the exact shade of green can drastically change
the meaning behind it. There is a big difference between a green associated
with wealth and a green associated with the environment. Green can also be
associated with jealousy or envy. Again, this is a situation where context is
important. Green is also the easiest color that attract virtual feel through
the eyes.
Purple: A
magnificent color that indicates royalty, creativity, wisdom, dignity, status.
Lighter purples can also be associated with love and romance. It comes with
strong and feminine brands like jewelry ads, cosmetic ads and websites, if your
target market is ladies oriented and then use Purple.
Pink: The feminine
color and it’s a color for Romance, love, calm, femininity, and friendship.
Pink traditionally is associated with femininity and is seldom used in design
to target men. Because of its calming effect, the color pink has been used to
paint the locker rooms of opposing sports teams. Pink is a good example of how
the meanings behind colors can shift. Today, many would associate pink with
breast cancer awareness.
White: White has a
positive connotation and can be used with just about any color. On its own,
white can give off the feeling of emptiness. The combination of white with any
dark color will attract human eyes and it stays in the memory. Nike has used
this strategy for its logo and other branding strategies.
Black: The manly
color and it indicates Power, elegance, prestige, and classiness. On the opposite
end of the spectrum from white, black is another color that can be used with
just about any other color. The combination of black with any of the cool color
is an amazing combination for any visuals. But in some situation it indicates
evil or negativity, it will click only of we use it properly.
Gold: It’s a
secondary color of yellow that point out prestige, illumination, wealth, and
expensive things. When used as a primary color in design, gold often takes on
the properties of yellow. It also gives a warm and royal feel while it used
with warm or medium colors.
Silver: Again it’s
a color of prestige, cold and scientific. Silver is very similar to gold but it
evokes a colder emotion rather than the happier, brighter feeling associated
with gold. It works well when you use it with some masculine brands and images.
All the above descriptions are based upon different studies
and personal perception of the people who work behind it. No one can predict
the science behind the colors; it changes with situation, culture, region and
so on. Understand your customer profile well before you color your explainer
video, it may give a strong hit on your side as well as your client side.
It has also been proven that color improves memory. In the case
of brands, color has been shown to improve brand recognition by as much as 85
percent. This is a statistic that shouldn’t be ignored. So whether you are
developing a website or building a brand, consider colors to deliver the
appropriate theme.
The studies and researches proved that color improves
memory. Color has used with brands to improve its recognition around 85
percent. Which is a statistics that cannot be ignored while making your
explainer video, so whatever color you are using in your explainer video, make
sure that the colors are delivering the correct message i.e. what your customer
expects from you.
