The Importance of Colour

Last week, I was with a client and we were discussing the graphical user interface of one of their products. As with all discussions, we brainstormed about what colours are easy on the eye and what colours make us flinch when we see them.

I got to thinking about it a little further - just how important is the use of the colour? Or what about noticing someone in a brightly coloured suit when all around them are in dark suits?

How many of us notice a red car before they’d notice a black one in the same model?

It’s the strong deep red that attracts the eye…whether it makes a person purchase is a completely different matter and certainly one to consider at another time.

If you put red as the background on your website, what would it do for potential clients? Make them flinch? Put them in the mood for romance?

Similarly, if you used a green background, would a visitor think that you’re very aware of the environment?  If you use blue, does it mean that you are overly corporate and bank-ish!?

When we communicate with others, over 80% of what we communicate is through our body language. It’s not the actual words or the  tone in which we speak, but the body language or signs that we give off - some intentionally, some not so!

If this same logic was applied to websites, presentations, user interfaces or marketing documents, could it be that colour is the unspoken 80%? The 80% that makes or breaks a deal or an awareness campaign, without us even knowing?

If you’re not getting the results that you want from your website, flyers, presentations, perhaps its time to revisit the importance of colour and how it reflects your corporate brand, identity and personality.

Bruce Springsteen, Boyzone and Linkin Park….??

I wrote this in May and thought that it is relevant now except for the timing of the band - especially as I hope to send the Achieve Marketing ezine out next week.

What do Bruce Springsteen, Boyzone and Linkin Park have in common? Answers on a postcard please as I’m still trying to figure that out!

I got an email from a wonderful ticketing organisation which reminded me about a concert I was going to - The Boss, Bruce Springsteen. The email had upcoming events that I might enjoy. They included Boyzone and Linkin Park.

I’m not sure why they thought I’d enjoy these particular bands. Is it because I like bands? Is it because I like bands that are made up of boys/men?

I’m still not sure why you would put Boyzone and Linkin Park in the same genre as Bruce Springsteen.

However, it got me thinking as I’m at the final stages in sending out the first Achieve Marketing Success Newsletter (I was thinking about it May! - it’s all about action in marketing too).

When creating emails or email newsletters, are we, as information providers, really speaking to what interests our audience?

I can tell you categorically that I am not interested in Boyzone yet I received an email suggesting that I might enjoy them. I think that I was segmented in a way that doesn’t suit me. The email wasn’t speaking to me.

I obviously filled in a form upon sign up but it may not be true today. I haven’t been reminded to update it or haven’t been asked if my preferences are still the same.

Failing to target a message at the right person at the right time can automatically kill a message. The delete button is hit straightaway and the message is dead in the water.

As I take my first steps into email newslettering, I’m going to put processes in place to define and segment my email listing. Then I’ll tune the message so that it is interesting to the target market.

In fact, I think I’ll apply my own SPIN formula to it. I’ll set objectives to target specific audiences with specific messages and I’ll put plans in place to fulfill these objectives. I’ll implement several different lists to ensure that all my audiences gets value from the ezine and I’ll nurture the results and feedback my audience will give me.

I’ll keep you informed of how I get on with the email newsletter so that all you information providers can SPIN your own newsletter.

Oh and by the way, Bruce rocked..even if he didn’t play The River