How to Use Color in Your Social Media Strategy

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Promoting your brand with visuals on social media is more than just sharing the right text or photos. Color is a valuable tool in your personal branding toolbox because it creates impact. That is why the psychology of color has become one of the most interesting and controversial aspects of marketing.

Why do visuals dominate Social Media?

Visual content is like music because in just a flash it connects the audience to a moment, message or experience. And just like a song that gets stuck in your head, visuals are sticky and hang around long after the first interaction with the eyes of the viewer. Brands and marketers initially are drifted by the attractiveness of Facebook’s high user presence. However, gaining more social media experience makes their focus shift towards the more visually appealing platforms.

Visual content now plays a key role in promoting brands, ideas, and businesses for a multitude of reasons:

  • Visuals are processed faster: visualization works because people respond to and process visual data better than any other type of data. 90% of information transmitted to the brain is visual.
  • Visuals catch attention: because visuals attract people easily, visual marketing content becomes an effective attention-grabbing tool.
  • Images enhance credibility: consumers tend to make purchase decisions based on the visual factor by seeing its quality image rather than reading customer ratings or product information.

Colors and their psychological effects

Color is a powerful tool that can be used to signal Cattention, influence moods, and even influence psychological reactions. Colors have a huge impact on the emotions people feel and are a great tool to tell a complicated message by slipping a certain idea about your brand into the minds of the consumers.

Let’s see what effects colors can have on people’s bodies and minds?

  • Red: Red is a warm color that can evoke emotions of urgency. It is often used in sales signs and clearance sales to make consumers feel that the product will be gone if they don’t purchase it straight away.
  • Blue: Blue is often associated with calmness and tranquility that build more reliability in the eyes of the consumers. Conservative brands use blue to inspire trust rather than to evoke strong emotional reactions in their customers.
  • Green: Green is the color of nature and is calming, cheerful, and health-giving. Obviously, its association with nature, it is often used to signal environmental concerns.
  • Purple: Purple utilizes both red and blue to encourage creativity. It is often seen as the color of royalty and wisdom and creates a certain amount of sophistication in brands if used correctly.
  • White: White represents purity or innocence. It is also described as clean and safe as people associate it with hospital workers that use white to create a sense of sterility. White is often used by brands in combination with other colors to emphasize other elements.
  • Black: Although generally, black evokes negative feelings, in marketing, it is rather the symbol of formality, luxuriousness, and seriousness. It is a versatile color and can be combined with other colors for a more powerful impact.

The color strategy must be fluid with the message

High-quality content writing plays another key role in marketing success on social media platforms. According to Ana Wharton, head of the content department at Top Writers,“the color strategy must be fluid with the message that you want people to know about your brand”.

Since content is as important as the design and aesthetics of your social media posts and has to be well paired with your color strategy, use the following tools for comprehensive and engaging text:

  • Copyscape: Originality is a key success in marketing. So, use Copyscape that is a free plagiarism checker that will help you detect duplicate content and check if your text is original.
  • Grammarly: is a free online tool that picks up common spelling, grammar, and style mistake for 100% grammatically correct content.

What color is your band?

Consumers prefer recognizable brands which makes color a valuable tool when creating a brand identity. Let’s take the example of Coca-Cola which has its very well-known logo brand that uses the color red. Although the logo style has been slightly modified and improved over time, the brand never changed its color because that is how the consumers recognize it since it has appeared on the market. Thus, when creating your brand’s social media color strategy, always keep in mind the colors your brand is known for.

Emotionally, color psychology works efficiently because it affects consumers on a very powerful level and that is why it plays a fairly substantial role in purchases and branding. Keep in mind that there will also be variations in interpretation, meaning, and perception between different cultures.

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