The Psychology of color in marketing-strategy. Part II

Dress up for success.

The importance of appearance in business can never be estimated in the business world. The way you present your brand is synonymous with the way other people will treat you. Also, keep in mind that the first appearance of your business is very important and it contributes a lot to marketing-strategy.

This is quite similar to web design. It is not necessary that you change your dressing or wardrobe daily, but it is important that you design your website in a way that it portrays a good image for your customers.

In the previous article you can find interesting facts about how women and men perceive colors. The information about gender preferences in colors can help you to make more effective web-design applying to your target audience.

How to choose colors?

Web design is a very broad area and it comprises a lot of fields and careers. A good marketing-strategy utilizes web design in the increment of revenue that accrues to the website. Today, I would like to reveal certain secrets relating to color harmony. In the previous article, we discussed the preferences which were very important in selecting a color theme in your web design. I have designed this article to help you select the appropriate colour combinations that would be effective.

The fascinating thing to know is that different color combinations have different origins in math and the relationships existing between colors scientists explain using different formulas.

Let us discuss different examples of some relationships.

1. Analogous.

   If it is your choice to choose colors with similar hues in marketing-strategy , apply this colour relationship. However, I feel that this example of color harmony may not be appropriate. Some colors can become more powerful than another. From the other side, they are still located on the same wave and it can be utilized in creating a magnetic design for your websites.


2. Monochromatic.

   This scheme includes only one base and extends by making use of this base with different features such as tints, shades, and tones. The monochromatic scheme exists as the safest to use. In this relationship, you can play with subtles to draw attention to the needed area. The key point, however, is that safe thing are often boring. However, applying this scheme will ensure you take no wrong steps.


3. Triadic.

   If you will be painting a triangle on the color wheel, you will notice three different colors in the corners. This is referred to as the triadic color harmony. This color scheme may be quite difficult to apply, so, to ensure that you use unsaturated variants of your color to get a balanced system. The best way to apply this in marketing-strategy is to use one dominant color and utilize the others as accents.


4. Complementary.

   This color scheme relationship translates into using two contrasting colors on the color wheel hues. It can help to form an attractive design, most especially when utilizing full saturation. Its implementation difficulty is just medium. Example:


5. Compound.

   This is quite similar to the complementary colour scheme. The only difference is that rather than using opposite hues on the color wheel, utilize hues found on both sides of the opposite color. This acts like a midpoint between the analogous and monochromatic scheme.

Let’s practice what we have learnt.

The theoretical part is over now. Would you like to practice new skills? The truth is you don’t need to know the formulas or draw the color wheel. There are different online tools that can be utilized. I make use of Adobe Kuler.

However, by using Adobe Kuler you can create personal color schemes by an image. Located near the color wheel tab, click on, then import the image.

Wrap it up.

Human psychology can be quite a mystery. It is quite unclear why the math formulas relating to colors lead to perfect color schemes that are attractive to us. This is a very useful tool in gaining ground against your competitors. Make use of optimal color selection for your web design in your marketing-strategy, since it is very easy. This is a good technique to use for the new a/b experiments. Comment about your results )