This is Q9, "What specifically can companies do to not only get a brand recognized, but also accepted as having value? Who does a good job at this?" from AllBusiness.com's Chris Bjorklund. Ms. Bjorklund interviewed me on NextStage's five year study of the best uses of colors, color imagery and color iconography in marketing. This study contained NextStage original research and research from others. The posts in this arc provide content that didn't make it into the podcast, just as the podcast has content that isn't provided in this arc.
You can hear the entire podcast at The Best Way to Use Color and Imagery to Improve Your Marketing. I'll be including a bibliography in the last post in this arc.
My answer to this question follows:
What we found was that red, yellow, white and black will cause site visitors to stop scanning and focus, especially when those colors are in contrast with the brand's colors.
The goal is to use these “attention” colors to draw attention to what you want visitors to focus on. In a way this might have been what FlyTed was going after, that combined with a halo effect. I don’t think they did it well or correctly, though. On the other hand, Apple and Jitterbug do it beautifully.
Please contact NextStage for information regarding presentations and trainings on this and other topics.
Links for this post:
- Age Based Marketing Blog Posts
- The AllBusiness.com's Chris Bjorklund Interviews Joseph Carrabis on Color Use in Marketing arc
- The Best Way to Use Color and Imagery to Improve Your Marketing
- Gender Based Marketing Blog Posts
- Gender Marketing Web Design Differences
- Know Your Audience, and Reach It
- NextStage Trainings
- Shared Traits of Great Web Design
- Tips for Your Next Website Redesign
- Usability Studies 101: Follow the Eye
- Websites: The Secret to Landing Pages and Shopping Carts
- IMedia Brand Summit on 9-12 Sept 07
- XChange on 20-21 Sept 07
- DC Emetrics Summit on 14-17 Oct '07
- Society for New Communications Research Annual Research Symposium & Awards Gala on 5-6 Dec 07 in Boston.
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