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The Psychology Of Color And Size In E-Marketing

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Psychology in marketing is still a rather untapped landscape, Psychology used to be a body of theories. Today, many of these theories have been debunked while others have been transformed into laws, actual laws of ‘human behavior’.

It’s been proven purchase decisions are made in the unconscious mind. People may say the word consciously, but they process the data in their unconscious. We know how to access the unconscious mind, they way to do it is with repetition. Put these two thoughts together- purchase decisions are made in unconscious and you can access the unconscious with repetition and you begin to understand the entire process of marketing.

All marketing has two messages- the stated message & Meta message. The Stated message is what you say. The Meta Message, often stronger than the stated message is what your marketing looks like, feels like, where it appears, what size it is and how professional it looks. The psychology of color as it relates to persuasion is one of the most interesting—and most controversial—aspects of marketing.

The reason: Most of today’s conversations on colors and persuasion consist of hunches, anecdotal evidence and advertisers blowing smoke about “colors and the mind.”

In an appropriately titled study called ‘Impact of Color in Marketing’ researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).
And in regards to the role that color plays in branding, results from studies such as ‘The Interactive Effects of Colors’ show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (in other words, does the color “fit” what is being sold).

The study ‘Exciting Red and Competent Blue’ also confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived. This means that colors influence how consumers view the “personality” of the brand in question (after all, who would want to buy a Harley Davidson motorcycle if they didn’t get the feeling that Harleys were rugged and cool?).

color-emotion
It’s the feeling, mood, and image that your brand creates that play a role in persuading. Be sure to recognize that colors only come into play when they can be used to match a brand’s desired personality (i.e., the use of white to communicate the Apple’s love of clean, simple design). The psychological principle known as the Isolation Effect states that an item that “stands out like a sore thumb” is more likely to be remembered. Research clearly shows that participants are able to recognize and recall an item far better (be it text or an image) when it blatantly sticks out from its surroundings.
Consider, for instance, this often-cited example of a boost in conversions due to a change in button color:
 The button change to red boosted conversions by 21 percent, but that doesn’t mean that red holds some sort of magic power to get people to take action.
 Take a closer look at the image, It’s obvious that the rest of the page is geared toward a green palette, which means a green call to action simply blends in with the surroundings. Red, meanwhile, provides a stark visual contrast (and is a complementary color to green).

The Psychology of Simple Fonts

Two researchers, Hyunjin Song and Norbet Schwartz, discovered an unusual trend during an experiment. There were two groups of people. One group received directions in a simple font, and the other group received directions in a fancy font.What happened? The results were astounding. The people who received the simple font estimated that it would take 8.2 minutes to complete the directions, whereas the people who received the complex font estimated that it would take 15.1 minutes to complete. A simple font change and people estimated that directions would take around 86% longer.

What does that mean to you? When you’re giving people directions, a simple font can make them assume the task is easier than it really may be. Additionally, when people see simple fonts, it’s more unassuming, and it looks easier to read.Now what about fancy fonts?

The Psychology of Fancy Fonts

The same two researchers, Hyunjin Song and Norbet Schwartz, made another discoveryAgain, there were two groups of people. One group of people received a Menu printed in a simple font, and the other received it in a fancy font. And what happened? The results were remarkable!

The people who received the fancy font menu assumed that the chef preparing the meal had more skill.A simple font tweak, and bam! An iron chef must be in the kitchen! What’s this mean to you?

When you’re selling products, clever use of a fancy font can help you convey to your readers that more effort went into creating them. The key is to create a gentle contrast so use a serif font (Times New Roman and Georgia) for section titles and headings while sticking to a sans-serif (Arial, Helvetica, Verdana) for the actual body of emails

So, here are some breakable rules of thumb for creating a great theme in a couple minutes:

1. Find your boldest color

It could be a bright red, a dark blue or a green that just stands out. It’s usually an eye-catching color in your banner or on your website. Use this for your Section Titles and your links. It’s a great way to tie in your color scheme without over saturating the eye of your readers.

2. Keep it readable

Keep the inner background color behind your text white or something light. Dark text on white background is very easy to read and we humans like that!

3. Set a neutral outer background

Make your outer background a light gray or something similar. This allows your content to be the focus and helps make it pop. Having bright colors in your outer background area draws the eye away from what matters.

4. Use a strong dark border

This clearly highlights the space the eye should be focused on and can help make your content “float” above the outer areas.

5. Experiment with heading colors

You can use other colors or simple blacks and grays for your headings and subheadings. You can’t go wrong with simple here. Usually do tend to make headings a dark charcoal and the subheading a medium (but readable dark) gray. These colors work with nearly every theme.

6. Keep it coming

Paragraph text should be a very dark shade of gray. Our eyes aren’t used to reading bright colors so don’t rock the boat until you’ve tested it out on everyone you know first. Many designers say that off-black is the most readable font color and I suggest using color codes #222222 or #444444 When it comes to readability, simple can’t be outdone!

There are too many people who use a size 12 font for their content, and that’s a HUGE mistake. Small fonts hurt conversion rates AND usability. People can barely see a size 12 without doing that Mac zooms thing…… And that’s why size 14 is the NEW size 12 But if you want to go bigger, I’d say size 16 is the NEW size 12 So, right now, look at your site. What’s your font size? Are you scaring people away with a small font?” In the past couple of years, mobile and tablet browsing has really taken off. No longer are our websites viewed only on a computer or laptop, there are now on screens of all shapes, sizes and resolutions. That makes it more important than ever to break away from that 12px font face that designers love

Bottom line: This can’t offer you an easy, clear-cut set of guidelines for choosing your brand’s colors, but can assure you that the context you’re working within is an absolutely essential consideration.

Image Credit: airinfographics.com

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