Vol. 87: Cultural Differences Affect How You See Color in Marketing

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Vol. 87

It’s hard to not judge a book by its cover when it comes to the visual display of marketing. Whether a billboard, banner ad, company logo, or landing page, each person will bring their own perception (or misperception) to the proverbial opinion table. And how to sway them in your favor is where color comes in.

No, we’re not talking about race relations here. But what we do want to share is how specific colors and their hues can either make or break your brand. When color is used effectively, it can be the best moniker to your name and carry its weight in gold (blue, brown, red, pink, white, etc.)

Color in marketing isn’t as simple as picking the one that you like or what you think your customers will be attracted to: Colorizing your brand might even require global acceptance. But how can you make the world happy when colors have different meanings from culture to culture?

It all comes down to strategy.

Once you understand the aspects of color and how they impact a person, color choice and positioning are better calculated:

  • Color is Feeling. Perhaps the most elementary aspect of color is how it makes us feel. It’s our first response to a bold fuchsia or muted gray as to whether we accept the visual stimulant or find it repulsive.
  • Color is Meaning. Personal experiences and traditions affect the way a person perceives color. For example, if you grew up in a beach town in Southern California, you might be drawn to royal blue and seafoam green, associating them with comfort.
  • Color is Light and Darkness. There’s a spiritual element that comes into play with color. Judeo-Christian theologies will often equate white with purity, while darker shades evoke mystery, the occult, or death. However, these connotations will vary from continent to continent.
  • Color is Tone. You may have heard about wearing a power red tie or blouse to an important meeting. Invariably, it will set the tone for the communication between people. Color can make a statement, without saying a word. Choose your colors wisely.
  • Color is Motion. Think about the last time you stopped and watched a sunrise or sunset. The colors that were first there changed over time. Your brand colors should be just as reflective of changes to your business. This is why having a color palette provides you more latitude in design strategy.

Read More About Color in Marketing

 

What Does Eminent Seo’s Brand Mascot Max Say About Who We Are?

According to the Colours in Culture graphic, our orange Max is…

  • Friendly (Western/USA)
  • Balance, Energy, Flamboyance (Japan)
  • Courage, Desire (Hindu)
  • Family, Learning (Chinese)
  • Healing, Learning (Native American)

We think that is all very fitting for our lovable little monster.

Max

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From the Eminent Team

6 Questions To Ask Designing A Company Logo - Eminent SEO

Fundamentals of Logo Design: 6 Questions to Ask When Designing a Company Logo

See the Full Article

 

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Jenny Stradling

CEO, Business Consultant, Researcher and Marketing Strategist

Jenny Stradling is the co-founder and CEO of Eminent SEO, a boutique design and multi-channel marketing agency. Jenny began digital marketing in 2005, started Eminent in 2009 and is actively consulting some of the biggest brands in the US today. Her agency is headquartered in Mesa, Arizona, but her team is currently spread across the US.
Jenny is a mom, stepmom and grandma and there is nothing she loves more than spending time with her family. She also enjoys cooking, reading, podcasts, live music, yoga, singing, painting, writing, organizing and making – anything creative really!
Jenny is passionate about researching and sharing information on a wide variety of topics. Some of her current projects are focused on specific issues and causes she cares about, such as: mental health, recovery, personal growth, sustainability, wellness, cannabis, ethics, equality, marketing and business strategy. She also loves to share reviews, stories and content that helps support and feature other artists.

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Avatar for Jenny Stradling

About Jenny Stradling

CEO, Business Consultant, Researcher and Marketing Strategist [clearfixspace] Jenny Stradling is the co-founder and CEO of Eminent SEO, a boutique design and multi-channel marketing agency. Jenny began digital marketing in 2005, started Eminent in 2009 and is actively consulting some of the biggest brands in the US today. Her agency is headquartered in Mesa, Arizona, but her team is currently spread across the US. [clearfixspace] Jenny is a mom, stepmom and grandma and there is nothing she loves more than spending time with her family. She also enjoys cooking, reading, podcasts, live music, yoga, singing, painting, writing, organizing and making – anything creative really! [clearfixspace] Jenny is passionate about researching and sharing information on a wide variety of topics. Some of her current projects are focused on specific issues and causes she cares about, such as: mental health, recovery, personal growth, sustainability, wellness, cannabis, ethics, equality, marketing and business strategy. She also loves to share reviews, stories and content that helps support and feature other artists.

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