Colors of Marketing: If you are a marketeer, you know that different colors invoke different emotions in people. Using right color at right place does magic.
Ever wondered what Facebook, Twitter, LinkedIn and Instagram have in common? Yes, they are successful social media platforms, but what’s the one thing that they had in common even before they were successful? What’s that one thing common in all their User Interface? BLUE. Let’s say these are the League “A” of Social Networks.
Now let’s talk about Google Plus, MySpace and Orkut and consider them to be the League “B” of Social networks. So what is the one thing that the League A Social Networks have, which the League B Social Networks don’t? Yes, you guessed it right, that’s the colour BLUE! But what’s the second thing that they have in common? Yeah, these are failed social networks.
Now I am not saying that Orkut failed as it didn’t have blue, well it had themes in which there were blue themes among others. It failed due to its Grandpa’s interface. But what about MySpace and Google Plus which are still live and trying to make a mark in the world of league “A” social Networks? Google Plus has mostly white UI but instead of blue, it has Red and It looks good! MySpace has Black instead of blue and It looks good too! What’s my point? My point is that, the significance of blue colour in the success of the League “A” social networks is much more than most of us realize.
When we talk about designs, there is one undeniable fact: Designs play an important role. But colours in the designs are even more significant, whether it’s a UI/UX design, an ad, a social media post or a banner. Coming back to the success of League “A” of social networks, they have Blue Color which is quite special. You can stare at the elements of blue and yet you won’t tire up. In fact, blue color is peaceful and pleasant to the eyes, unlike red color that boosts energy, makes us anxious, catches attention and tenses the atmosphere. I am not saying that red is bad, as it has its own set of merits, but only when used carefully. Most of the designers out there are trying to make beautiful designs. The product managers & marketers like beautiful designs and prefer them. But they usually end up ignoring the simple facts and science of colors which sometimes causes significant harms without them even noticing.
The success of any product is defined by the user’s retention and not acquisition. What I mean to say is, it doesn’t matter if you get some big number of users each day. What matters is how many of those stick to your product and use it after a week, a month and an year. Most of the Apps out there get multiple downloads but fail to have even 10% of 6-week retention rate. (Meaning more than 90% of their acquired users uninstall the App within 6 weeks or 42 days). Social Networks of League “A” are able to retain their users as their UI is pleasant to user, and a user can engage with it for hours without feeling tired. At the same time, Myspace has a blackish UI and most of the users will not use it for more than a few minutes, else they’ll feel exhausted, sleepy or bored.
Colors evoke emotions in humans, and hence they shall be used really carefully. Where you need user’s emotions to be heightened, use red. If you need them to be pleasant, use blue. If you need it neutral, use green (WhatsApp & Hangout uses green). Those should be the only elements and the rest everything should be either white or light shades of grey. The more colours you use, the more emotions you are provoking, and the more likely is the user to be engaged or dropped, depending upon how you are using them. Refer to the colour charts below and the emotions associated with those colors:
Note the difference between the two graphs. They are describing almost the same thing, except that one graph has black in it and the other doesn’t. Naturally, the occurrence of Black Colour changes everything. You can determine this just by looking at these two graphs and analyzing the feelings you get when you look at one with black and the other without black. The one with black will heighten your emotions a bit, and will set your mood to serious and towards sophistication whereas when you look at the other without black, you feel peace and warmth except for the red part that is disturbing you.
Mind that colours provoke different emotions when used with different colours. Black and red set the mood to party, power, anger and sophistication whereas white and red set the mood to focus. How you use the colours defines everything so if you are developing a product, or are marketing it with designs, do some research and be aware of what you are doing and which emotions you are provoking.