I’m a marketer by profession, and one of the areas of marketing that I find very interesting is color marketing, which focuses on how color affects consumer brand perceptions and purchase behavior.
Did you know that you can apply color marketing theory to your blog’s design? It’s true. Your blog is a product, and you should market it as such even in its design.
Following are some statistics culled from marketing research over the years that shows how color can affect consumers, just as color can affect your blog’s audience and their willingness to keep reading your blog after they find it. If you have any doubt that color can affect your blog’s success, keep reading!
Color increases brand recognition by up to 80%. That means color could have a significant affect on how well visitors to your blog remember and recognize your blog on future visits. Recognition is the first step to building a brand, so it should be an important part of your blog’ design, too.
Ads in color are read up to 42% more often than the same ads in black and white. This statistic can apply to online content, too. In other words, if your blog is devoid of color, it could miss out on a significant amount of visits and page views.
Color can improve readership by 40%. If you want to keep visitors on your blog longer and make sure they read your blog posts from start to finish, use color strategically both in your blog’s overall design and within the formatting of your individual blog posts.
Color can improve learning from 55% to 78% and comprehension by 73%. That means if you’re trying to teach your audience something, color can help significantly. Certainly, highly technical blogs would benefits considerably from the strategic use of color.
Tests indicate that a black and white image may keep a person’s interest for less than two-thirds a second, whereas a color image may hold a person’s attention for two seconds or more. If you want to get your audience’s attention and hold it, use color images on your blog.
So what do you think? Are you using color in the most appropriate and effective ways on your blog? It can make a big difference in terms of readability, shareworthiness, and loyalty. Stay tuned to Performancing for more color marketing theory. I’ll follow up on this post next week with information about color meanings, so you can evaluate your blog to ensure you’re using the best colors to attract the right audience and meet your goals.