The importance of colors in marketing

Marketing is a field that is a perfect example of the impact of individual colors on a person. Individual branches of business use this effectively, adhering to the discoveries of the psychology of colors. This science confirms that colors have a specific influence on us. Some give you energy, stimulate you to act, while others relax, calm down or inspire confidence. Being aware of these impacts, marketers scrupulously construct advertisements so that they most accurately affect the recipients.

Color is not only used to create advertisements. It is an indispensable attribute of product packaging, company logo or visual identification of stores. Color is also an important element in internet marketing. You have to choose it skillfully when creating your website. In many cases, a specific color can determine the success of the conversion, more about that later in this article.

Color in marketing, including internet marketing, fulfills several functions. Here are the most important of them:
– Aesthetic – the aesthetic value of the colors cannot be ignored; appropriate combination of colors makes consumers more willing to reach for specific products or stay longer on a selected website;
– Emotional – colors affect emotions, evoke specific associations and can stimulate specific actions, so it is worth knowing what colors to use to create the intended effect in the recipients;
– Informational – colors in marketing are also used to provide recipients with specific information about the offer or product;
– Constructive – the task of color is also to integrate the entire marketing message and ensure its consistency.

Can a color influence a purchasing decision?

Yes it can. Color is an important element that influences consumers’ final purchasing decisions, but not the only one. Remember that most decisions in our lives are made unconsciously, although we want to think the opposite is true. And it is this unconsciousness that is influenced by color. The color that evokes specific feelings, thoughts and emotions in us may decide whether we decide to buy a given product or take advantage of a specific offer. It is not without reason that there is a color of trust or a color of security. If the colors of the website or product evoke positive associations in us, then we will be much more likely to take advantage of the offer or purchase.

Blue color – meaning

The blue color evokes clearly positive associations in the recipients. It is the color of trust, professionalism, wisdom and truth. It is associated with a sense of stability, but also cleanliness, peace and composure. Many brands use blue in their visual identification. A perfect example is Facebook or Twitter, but also companies from the insurance and banking industry. Blue helps to establish a positive relationship with the customer.

Red color – meaning

This intense color can evoke extreme emotions. On the one hand, it brings to mind positive associations related to love, passion or passion, on the other, however, it is a strong warning sign. In addition, red is associated with energy, strength, aggression, stimulates action, and effectively stimulates intense emotions.

Due to such a strong effect of the red color, it is skillfully dosed in marketing. It is usually used to mark promotions and occasions. It is also great for highlighting the CTA button – not only will it make it more visible to the recipient, but also encourage them to take action that may translate into the conversion of the store.

Remember not to overdo it with red. It is best to keep it in the color scheme of the website to highlight its most important elements. An excess of red can become irritating to the eye in the long run and make the customer leave the site faster.

Orange color – meaning

Orange brings to mind fun, is associated with positive energy and good emotions. Like red, it also encourages action. This color is often used in marketing to draw the customer’s attention to discounts and bargains.

Yellow color – meaning

Another intense color is yellow. This color is quite ambiguous, just like red. On the one hand, yellow is associated with the sun, joy, energy and vacation, on the other hand, it is used, for example, for warning signs. Therefore, it is important to skillfully use yellow in marketing. A great example of the effective use of this color is, of course, the McDonald’s company. There is probably no person in the world who would not associate the characteristic yellow letter M. It is worth noting that over time, the second intense color, i.e. red, has disappeared from the brand’s logo. Such a combination is considered too flashy today. Currently, the yellow M is used alone or in combination with a more muted brown.

Yellow, like red and orange, is recommended for use in creating CTA buttons on a page. It is also worth using this color to emphasize the unique features of the product or offer. It will also work well when highlighting promotions and discounts.

Green color – meaning

Green is the color of safety. It is associated with nature, ecology, peace and harmony. According to color psychology, green stimulates creativity and also increases credibility. In marketing, green is most often used by banks, medical and pro-health industries, as well as by all those who want to emphasize the ecological activity of their company.

Green is the color of gentleness. Therefore, if we want to evoke delicate feelings and gentle positive emotions in our recipient, this shade will be perfect. Green may dominate the colors of the website if it is justified in the visual identification of the company. This color is also very soothing and friendly to the eyes. It is worth knowing that subconsciously people like to look at everything that is green, because our eyes then rest.

Black color – meaning

Black is considered by many to be a dark and unambiguously negative color, but it takes on a completely new meaning in marketing. Black is also a symbol of elegance and luxury combined with minimalism. It is worth noting that the most prestigious brands in the world often use black in their logos. This color also symbolizes the high quality of products or offer, as well as timelessness, reliability and efficiency.

White color – meaning

White is a universal color that is often the background for all other colors. In the psychology of colors, it symbolizes innocence, delicacy and subtlety. This is why white is a common shade in ads for tissues, toilet paper and cleaning products. We can also find it in promotional campaigns for more prestigious products, such as jewelry, perfumes, and even electronic equipment.

Thanks to the skilful use of white, you can effectively display other elements of the marketing message. It is worth noting that many brands, when creating a company logo, decide to combine a specific color with white. Such a logo is used by most sports brands, such as Adidas, Nike or Puma. Other examples include Coca-Cola and Samsung.

Combining colors in marketing

Knowing the symbolism of colors is one thing. The real art is their skilful combination that allows you to get the best possible effect that will not only meet the aesthetic expectations, but also create the desired impression on the recipients. To achieve this, it is worth focusing primarily on balance.

Subdued colors such as blue, green, but also brown, black or white should be most often chosen as the basis for creating a marketing message. It is especially important when selecting the colors of the website. Here, subdued colors should be the basis, while bright colors such as red, yellow or red should be used for elements that require distinction. Eye-catching shades are best for CTA buttons or listing promotions, deals and discounts. If some content on the website is particularly important, it is also worth highlighting it with an intense color.

However, it should be remembered that bright colors should not dominate. Their excessive number may distort the final reception of the marketing message and make it unreadable for the recipient.

Many companies also focus on brand marketing that is based on contrasts. Paraphrase-Online.com is the perfect example of this. The use of two opposing and expressive colors in visual identification allows you to achieve a clear and clear message. This effect is not only valid for black and white. Contrasting colors are also violet and yellow, orange and blue, or green and red. Examples of brands that use this aesthetic treatment include Mountain Dew, the Los Angeles Lakers basketball team, and the Firefox browser.

In summary, colors in marketing are an important element, although it should be remembered that it complements the entire message. When choosing the colors of the product packaging, the colors of the website or when creating an advertisement, it is worth remembering what effect a given shade has and skillfully combine it with the remaining color range. The choice of colors can really translate into the conversion of the store. It is therefore worth checking whether customers are more likely to click red or green buttons. One cannot forget about the consistency of the message. The selected colors must reflect the company’s mission and vision, and at the same time be eye-friendly and aesthetically pleasing.

Many people decide to operate in the area of e-commerce, and the number of online stores is growing. However, you must be aware that strong competition also means that only the best will survive on the market. Although a good idea for a business in the virtual world is the foundation, you also need to know how to set up an e-store and how to run it. This is a serious challenge and it means a lot of work. However, if you put in enough effort (and invest your energy the right way), you’ll find a way to generate long-term and stable income.

What do you need to run an online store?

The online store is unequal to the online store. You have to be aware of this. What does this mean in practice? It’s just that the functioning mechanisms of this business are largely dependent on this:

– what do you sell,
– on what scale do you operate,
– how do you advertise?
– what is the UX of your website like,
– whether you sell only in your country or on the international market,
– do you store the offered goods yourself or do you use the dropshipping model.

However, no matter how your online store works, you need a few basic components. It will not work without them. What exactly are we talking about?

Domain

It is the name of your store, and at the same time the address that customers must reach to be able to use your services. Choose it wisely – so that it is unique, easy to remember, and at the same time related to the industry in which you operate. Contrary to appearances … it’s not as easy as it seems. This is because in almost every market niche there are a large number of online stores. Therefore, you cannot afford to follow the “obvious” path, because there are already others on it.

How to solve this problem? For example, you might think about starting your store on a non-standard domain. Alternative and unusual endings can become a characteristic part of your brand name, but they can also slightly reduce the credibility of the domain in the eyes of the recipient. You can also reach for an expressive and “flashy” word that may not seem related to the area in which you operate, but at the same time will allow you to create a strong brand.

E-commerce software

Every online store works on the basis of it. It is a kind of “machine”, which is responsible both for presenting goods on the website and for handling the ordering process. Thanks to the use of an appropriate e-commerce platform, your customers can:

– adding a product to the basket,
– placing and confirming an order,
– making the payment and selecting the form of sending the goods.

All this information reaches you in real time, and you can react efficiently and set the logistics process in motion.

Here, too, you have a choice of several solutions. The two most popular are open-source platforms and SaaS software. The first one is suitable for intermediate users who want to have full control over the functioning of the store, and at the same time are not afraid of investments related to the configuration and implementation of the system.

The second model, based on SaaS platforms, is a good solution for beginners. Following this path, you don’t have to worry about complicated configuration or the need to invest in hosting. You will get everything in the subscription package. However, such a system is less flexible – you will not adjust it perfectly to your business model, and when you stop paying for services, you will lose access to the e-store.

Which solution to choose? Both have their advantages and disadvantages. If you have no experience at all, SaaS platforms seem to be a better course of action, as they reduce the number of implementation tasks to a minimum. However, if you want to run a larger store and need a more advanced system – take a closer look at the possibilities offered by advanced software.

Products

The obvious obviousness? Apparently so, but you have to choose the model of running a warehouse for goods. Modern e-shops usually operate in two ways.

The first is to run your own product warehouse. This is a solution that you will reach for, for example, when the e-shop is an extension of your stationary activity. It also works well if you are the manufacturer of the items you offer and sell them in small quantities. In such cases, a small home warehouse that you can handle yourself is usually enough.

But what when the number of processed orders begins to increase? Then you can either hire a larger team to handle parcel shipping, or think about the fulfillment model, i.e. renting a warehouse with service that will take care of the logistics of shipping goods. You deliver products to it and supervise their flow, but the rest of the tasks rests with your contractor from the logistics industry.

The second, typically outsourcing solution is becoming more and more popular. However, you need to carefully select the subcontractor – so as not to lose control over the efficiency of sending parcels. Remember: today, the time when the shipment will be made is one of the main competitive advantages. The sooner the better!

The second solution is to run a shop in the dropshipping model. This solution is chosen by beginners in the world of e-commerce, as well as those who want to treat the e-shop as an additional source of income. How it’s working? You take care of the technical facilities of the e-shop (the page where you can order products), as well as activities related to marketing and customer service. On the other hand, you transfer orders to a wholesaler, which fulfills them with its own resources. So you de facto act like a “sales department”, but you are not physically involved in sourcing, storing or shipping products. It is a faster, cheaper and easier to implement solution. However, it should be remembered that in this business model you can count on a lower percentage of the revenues generated than when using your own warehouse.

Staff to handle

For starters, if you run a small online store in the dropshipping model, and this activity is the most important element of your professional work, you can handle the service yourself. Especially in the first few months, when you take your first steps in the world of e-commerce, this may be enough. And over time, when your website begins to gain popularity, you will be able to think about expanding your team.

However, it must be remembered that the appropriate number of employees is a guarantee of efficient customer service. You will need them, e.g. to handle customer inquiries about specific products, order fulfillment status, as well as accept any returns and complaints. Remember: some of these tasks will help a well-planned IT system that uses artificial intelligence. For example, chatbots can be a support, as well as the automation of e-mail messages sent to customers (the latter solution is provided by most e-commerce platforms).

With your own warehouse, you will also need a team for picking, packing, shipping and shipping. So measure your intentions and hire as many people as you really need. Efficient customer service at all stages is extremely important. Mistakes when sending orders or long delays in their implementation will be a clear signal to the customer that a high standard of service should be sought … from others.

Payment acceptance system

In theory, it would be enough to provide the customer with the account number to which he would make a transfer for the ordered goods. Exactly, in theory. While about 10 years ago such a solution would have “passed”, today – not necessarily. It is simply not very comfortable, and at the same time slows down the payment accounting process.

Think for yourself: how do you pay for goods ordered online? You probably prefer simple and quick methods, such as Pay Pala or Google Pay. Your customers too!

But be careful! Fast electronic payments are not all payment methods that should be implemented in your e-store. Remember that:

– there is a large group of customers who are skeptical about online shopping. They may only want to pay for the goods upon receipt, and therefore in the “cash on delivery” option. It should also be made available, in agreement with the courier company or postal operator,
– if your e-shop sells quite expensive products, it is worth giving buyers the option to purchase them in installments or by using the deferred payment option.

How to choose the best payment system for your e-shop? Take a closer look at all available options and check both the scope of service and the commissions charged by transaction websites. The lower they are, the more favorable prices you can offer your customers.

Ensuring efficient shipment of products

As with the payment method, your customers will expect flexibility when it comes to shipping method. The modern market gives it, and you, as a seller, can cooperate not only with courier companies, but also with those that deliver goods to collection points. The latter solution becomes more popular from year to year – it is often cheaper for the customer, and at the same time more convenient. By using it, you do not have to wait at home for the courier, and the package can be picked up at any time.

For you, as a seller, this will mean establishing business relationships with several suppliers. When executing large quantities of orders, you can negotiate its terms and get more favorable rates. This is another way to make your offer more attractive to buyers, for example by offering them free shipping.

How does the online store work in the dropshipping model?

The elements described above are key for a store that operates in a traditional model with its own warehouse. But what if you decide to operate in dropshipping mode? Then the functioning of the e-shop looks a bit different.

Your duties as an e-shop operator focus on:
– customer acquisition,
– providing them with a platform on which they can make a purchase,
– order handling in terms of communication with the customer and the warehouse of the warehouse.

On the part of the wholesaler, there are obligations related to the handling of the entire logistics process – i.e. with completing the order, packing it, addressing it and sending it to the buyer.

If the customer returns the products, you are again responsible for direct contact with the buyer and for sending information to the warehouse about the returned products and further steps in customer service.

In this model, the scope of your duties focuses mainly on sales.

What to do to make the e-shop work well and be popular?

The very opening of an e-shop is only the first step in a long process. You should be fully aware of this. Your store will be one of tens, hundreds or even thousands in the industry. Therefore, you need to provide it with adequate visibility and build customer trust. What elements to pay attention to in this context?

Service quality is essential
The features that influence positive opinions about your store are, first of all, the efficiency of communication with the customer and the speed of delivery. The more effectively you inform buyers about the status of their order, the greater the chance for full satisfaction with the established cooperation.

That is why it is so important to use solutions that automate the process of basic communication with the client. E-stores that opt for transparent messages tend to be perceived as more credible and customers are more likely to trust them again.

Attractive terms of cooperation
Offer your customers more than your competition. What? For example, free shipping when placing an order for a certain amount. If you develop good cooperation rules, e.g. with a courier broker, you will not incur high costs for it, and the client will perceive your offer as more attractive. You can also extend the statutory time limit for returning products – provided the product range you trade allows it.

Skillful advertising and SEO activities
Without a good advertising campaign, your offer will disappear among hundreds of others. Therefore, it is worth taking care of optimizing the e-store itself for the purposes of positioning (e.g. website responsiveness, speed of its response to online inquiries, as well as the quality of content present in the e-store), as well as the use of advertising tools are important. Which and how? There are many possibilities. However, well-targeted Google Ads are the most effective, as well as campaigns on social media.

To this should be added activities related to inbound marketing, e.g. obtaining leads, running a newsletter related to a company blog or a fanpage on FB or Instagram. There are plenty of possibilities. However, it is important that the campaign is conducted consistently and that it is aimed at achieving specific business goals.

Remember: promotional activities are an indispensable and PERMANENT element of running an online store. Marketing tools are your foundation in communicating with customers – current, past and potential. The more you invest in well-run ad campaigns, the higher ROI you can expect. However, you have to remember that you have to wait for really good results – this is understandable, because a potential customer has to go through the entire marketing funnel to make the final purchase decision.