This is Q10, "Is there a difference between the colors you might use to get a consumer to remember a brand accurately versus for a longer period of time?" 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:
Here’s another example of something simple coming out of the research. The use of sharp or "hard" colors increase the ability to remember an image accurately, the use of "soft" colors such as white, blues, grays and greens increase the ability to remember an image longer.
Here’s how to take this and apply it directly. Let’s say your product path is three pages long or three screen lengths long, meaning a single webpage that needs to be scrolled to get to the action item. The first product image is on the left and in sharp colors, the next image is on the left and is hard, on the right, same screen, is the image using soft colors. The last image is also on the right and uses soft colors.
What needs to be remembered is that you can't have these three visual elements in sight of each other. They either have to be scrolled into and away from each other or on different pages to have the correct impact.
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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