The Importance of Colour Within Your Marketing Strategy

When it comes to a successful online marketing campaign, there will almost certainly be a carefully orchestrated strategy at the very heart of most. What we’ve decided to focus on today is the question “How important is colour within your online strategy?”.

In this post we bring you some interesting points that will help you consider what your brand is already saying about you, determine what your competitors are achieving and help you think about your future marketing strategies.

It probably comes as no surprise that today’s society is becoming more and more image obsessed and visually demanding. Fuelled by everyday apps like Instagram and Pinterest, our inner artist/photographer is brought out of us all very easily. And when the user starts to get creative and experimental, what does that mean for the business world? Does it mean greater appreciation for graphics, design, and usability? Or, does it mean a higher expectation and necessary to step it up?

The user now demands constant creativity and wishes to see visually pleasing images and sections throughout the entire navigation of a site or platform. This demand results in colour becoming more crucial than ever. In order to catch the modern-day consumer’s attention, trust, and emotion thought must be given into what precise colour is used across every area of your online presence. Of course this is also true of your offline marketing too.

The value of colour is now an essential part of a brand’s marketing life and is no longer purely for fashion sake. Coming from a fashion design and retail background, I totally appreciate the importance that has been placed on colour. Of course we all know that in fashion there has always been a focus and pressure to get your colours right and avoid the embarrassing fashion faux pas, but fortunately with fashion it soon becomes yesterday’s news and it’s simple to overcome. However, should a brand choose the wrong colour across their website or marketing campaigns it isn’t so easily forgotten, or forgiven!!

Colours influence the mind and stimulate the senses … No brand can ignore the importance of colour!!

We recently read a blog that highlighted the reason behind why Facebook is blue. The New Yorker claims that it all originally came down to the simple fact that Zuckerberg is in fact red-green colourblind. With blue being his strongest and rishest colour this seemed the no-brainer choice, however, there is still more than meets the eye, of course!

Colour is significant in building brand awareness. We all have instinct in us that allows us to associate a particular colour towards a particular brand without even giving it much thought. Think about it … what brands do you think of when we say the colour red? And what colour do you think of when we say Coca Cola? Interesting and powerful isn’t it?!

Each colour has a unique ability to influence and persuade consumers making colour choice of paramount importance. It should always remain to be an integral and fundamental consideration within any design strategy for anything your brand does from start-up and through each and every campaign.

Colours don’t just look nice to us all in different ways, they actually set off emotions and senses within us all. The 11 basic colours are known to have universal deep rooted psychological properties, it is very interesting to spend some time looking at the different psychological properties of colours that a Google search brings up and to be honest this will give you a good understanding.

The D&W colour choice focuses on black and white with an accent colour of red…

Black = authoritative, sophisticated, elegant, seductive, glamour, secure, efficiency and dignified.

Red = passionate, strong, excited, courageous, warm and energised.

White = immaculate, neat, organised, proficient and equal.

A clever brand will not only think about what message they want their colours to portray but also think about what their customers are saying and where they are situated within the colour emotion chart.

Below we have used a colour emotion guide incorporating some of the world’s major brands to understand this whole theory …

Color Emotion Guide

Where does your brand currently sit? If you talked strategy and vision, where would you like your brand to sit? Do these two answers match or differ?

Now ask yourself does your brand already have the perfect colour combination, for both you and your customer? How do you know? Colour is more important than ever; it can literally make or break your brand!


In today’s digital landscape you no longer have to waste years on a trial and error approach in hope that one day you’ll achieve your future success. Multivariate testing allows you to gain all the data you need to determine what’s working and maybe more importantly what’s not working for your customer base – this can include your use of colour. Of course, if you are an established brand you wouldn’t focus your attentions on the main brand image itself, but maybe instead choose to test your overall use of colour across your digital platforms. Remember colour overkill can sometimes be as deadly as using the wrong choice of colour!

Test, target and optimise your site without limits with MVT … Find out for yourself how you could be accelerating your conversion rates with our MVT calculator here.

If you’d like to know more about MVT (multivariate testing) then please get in touch with the team at Digital & Wise who can spend some time explaining the process in more detail with you or arrange a demonstration.

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By 2018, 42.4% of world’s population will be plugged into the internet, with around 3.6 bn people able to access it at least once a month.