What do psychologists have in common with marketers? Well… a lot, actually. Both look at human behavior to help predict what actions a person is likely to take. How to Choose the Best Color Scheme for Email Marketing One of the ways marketers are cracking psychology is through color theory. In the following article, we’ll explore how color theory can help you choose the best color scheme for your email marketing.
A 2014 study found that the color of a logo influences how consumers respond to a brand. Some colors make a brand seem relevant, while others make it look modern or fun. Have you ever judged a brand simply by its logo? Then you’re already familiar with the concept!
Years of psychological experiments have proven that, in addition to being aesthetically pleasing, colors affect our brains, especially our emotional responses. Color psychology explores this fact by studying how colors affect human behavior and decision-making. Implementing color psychology in email marketing means paying attention to how different colors affect buyers’ perceptions of a brand or marketing campaign.
Although color is important to how a business is perceived, about 65% of small business owners admit that they choose their logo colors based on personal taste and preference. While a complete rebrand may not be possible, you can still be strategic about the colors you’re using to create more engaging email marketing .
We won’t delve into the basics of color theory here, but let’s take a look at how you can start incorporating it into your email marketing strategy right away.
How to Choose the Best Colors for Your Emails
Optimizing colors for your emails will always be rewarding for your audience—no surprise there! When considering your color scheme, you’re not dissecting every pixel in your campaign. Instead, color psychology in email marketing allows you to think more strategically about your calls to action (CTA) and user experience (UX).
First, you need to think about who you’re talking to. If your market is high-income seniors, then sticking with a softer, more sophisticated color palette makes sense. If your target audience is younger shoppers who pay attention to trends, then something in today’s popular colors will be a great fit for them.
Now that you understand your audience, it’s time to think about the goals of your email campaign . Color plays a big role in your approach to customer engagement. Do you have one big CTA that grabs all the attention, are you encouraging readers to browse through your products in the email, or are you presenting information at the end with a CTA? The end goal will change your strategy.
Campaigns that need a strong call to action at the top can use bright, punchy colors like red or orange. If you’re trying to draw the reader’s eye down your email, using subtle hues at the top and bolder colors above the fold will draw the user’s eye and encourage them to scroll up.
With your goal in mind, now you can explore color options. Do you need an eye-catching color, such as red for a button, or do you want to appear cool and friendly with a shade of blue or yellow?
Color Considerations
Certain colors are known to trigger specific emotions. Narrowing down which ones to use will depend on your audience, but is essential for building your brand’s relationship with your customers. Color meanings can change between cultures and genders , so researching color meanings for your target market is a good start.
In Western culture, we often see these common colors associated with these emotions:
red
Red is energizing and stimulating. It’s attractive and our eyes are drawn to it. Red literally stimulates our brains. Studies have shown that red affects the nervous system more than any other color. Blood pressure rises when people see red . Red conveys power, confidence, strength, and warmth.
Orange
This color represents positivity, warmth, and happiness. It is also often associated with optimism and trust. You’ll often see this color in sports team logos and children’s games because it naturally induces a positive attitude. It’s also often used to indicate a transaction, so you can incorporate it when the email is about a discount or offer.
yellow
Be careful with yellow. While it’s often used to represent iran telegram data fun and playfulness, too much or the wrong shade can be off-putting. You don’t want anyone turning off your campaign because their background is too yellow! If you don’t have a professional designer on your team, here’s a tool that can help you choose or use one of the many color palette generators available.
green
It represents nature, growth, tranquility, fertility, and prosperity. Green calms our brains. It brings a sense of calm and restoration. However, it also brings a sense of urgency how to use whatsapp to sell more? when making decisions. When used in email campaigns, this color can be a powerful tool for discounts, event invitations, and limited product offers.
Purple
This color gives a sense of calm and luxury. It is also often associated with spirituality and femininity. Purple is a rare color in nature, which gives it a sense of wealth and luxury. It has also been found to stimulate the part of the brain responsible for problem solving and creativity.
Blue
Blue is most often associated with calm and trust. It also big work gives a sense of intelligence, communication, trust, efficiency, tranquility, responsibility, logic, calm, and reflection. You’ll notice this color most in brand logos, especially those that want to appear friendly and trustworthy, such as Meta (formally Facebook), IKEA, PayPal, and many others.
black
This is the color most often associated with elegance, luxury, sophistication, strength, and stability. Dress codes for luxury events often call for black attire. However, it can also be associated with darkness and fear in Halloween or horror movies.
White
This color is clean and simple – think crisp white linen or a blank white page. It can give the impression of a fresh start or a completely new feeling. It represents purity, simplicity, calm, sophistication, and new beginnings.
Key points
With a little creative thinking, you can start incorporating color psychology into your email best practices right away. The goal is to find a few colors that work well with key elements of your marketing, like orange for notifications or blue for buttons.
Here are some ways you can start using color psychology in your emails right away:
- Be mindful of how you want your reader’s eyes to move through your email.
- Focus on the CTA or where you want your customers to focus first.
- Use colors from or that complement your brand color palette to tie everything together.
