In today’s competitive world, every organization needs to have a video marketing strategy to help them engage with clients better. A well-planned video marketing strategy can ensure success. When you are using video marketing, an element that you need to consider is the use of color.
What is color psychology?
An important concept in marketing, color psychology refers to how colors influence the behavior of people. This can happen subtly or directly and affects the mood, attitude, and behavior of people.
It is a fact that different colors cause different reactions in people. Each color brings out a specific response and this can be used by marketers effectively. Colors are used by brands in their logo and other branding elements. Colors can also be used in video marketing to influence consumer behavior.
Color associations
In general, colors are divided into two broad categories.
The first is warm colors that include red, yellow, orange, and colors derived from them.
Cold colors include green, blue, purple, and their derivatives.
There are also neutral colors that include white, black, and gray. Having reviewed the basics of colors, it is time to know how these colors have various associations.
Blue
Blue is one of the favorite colors, especially for men. It is associated with strength, wisdom, and a feeling of security. Being a cooling color, it has a calming effect. Blue is associated with friendship and is hence popular on social media platforms. Brands associated with friendliness, accuracy, and easy communication can use this color in their videos.
Red
Red is another favorite color and represents dynamism. Associated with desire, passion, danger, and excitement, red is stimulating in nature. Generally, red is associated with masculinity and is used in brands that convey a masculine effect. It is useful when you want to highlight or draw attention to something. If you want to create excitement, then red is the color to use.
Yellow
Yellow is associated with optimism, positivity, and joy. This association comes from the yellow color of the bright sun, which represents warmth. Yellow is a cheerful color and is associated with 'action.' Using yellow in your videos can help to create an emotion of happiness. It is important to use the right shades of yellow, so the overall effect remains soft and not over-bright.
Green
Green has always been associated with nature. It is also associated with hope, harmony, and relaxation, and like blue, has a calming effect. In the world of brands, green is usually associated with the environment. A brand that uses green colors projects itself as being conscious of the environment. Green is also associated with food. It is the color of life and when used appropriately, creates a strong effect on the viewer.
Black
Black is a neutral color that conventionally represents darkness, evil, and coldness. However, at the same time, black used along with white or other colors produces a different effect. Many brands use black in their videos since it stands out. As a color, it stands for power and elegance. It needs to be used appropriately. For example, using it in health can imply death and must be avoided. It should be used sparingly to avoid negative connotations.
Orange
Orange is formed from two strong colors - red and yellow. Orange represents warmth, joy, and positivity. It can create a positive connotation and is capable of generating strong emotions. It is one of the colors that help to attract attention and highlight something. Orange can be used to highlight a call to action in marketing. Food brands prefer orange since it can create a strong emotion.
White
White is a basic color that represents peace, purity, and calmness. It is a neutral color but has a significant impact on marketing. It is usually used in combination with black. White needs to be used sparingly to avoid creating a bleak effect. White can create an effect that conveys simplicity. When overused, it creates a boring effect and can put off a viewer.
Pink
Pink is associated with femininity, just as red is associated with masculinity. While it has a strong link with females, it is also associated with youthfulness. Pink as a color is so strongly associated with girls that its impact tends to be lesser. If you have a brand for women, then you can use pink, but use it sparingly and in combination with other colors.
Purple
Purple is a color that represents royalty. It is associated with sophistication, elegance, grace, and also a mystery. Brands that have children and teens as their audience prefer to use purple. It can be used to denote a product that is elegant and superior. It is feminine and is used along with pink sometimes. Using it with other colors can help create a powerful impact.
Using colors in video marketing
When you are doing video production, you can keep in mind the concepts of color psychology. The right use of colors can help in reaching out more effectively to your target audience. Colors bring out emotions and can produce specific reactions from viewers. These reactions can motivate your audience to connect with you or even make a purchase.
Color is the first thing that registers in a person’s mind while watching images and videos. This happens both at the conscious and subconscious levels. Depending on the message you want to convey, you can select appropriate colors. Using contrasting colors can make your video more vibrant. Using the right combination of colors is a great way to engage with your audience.
Conclusion
Colors are strongly associated with emotions. They produce an emotional response and can influence customer behavior. This is why brands need to keep color psychology in mind while creating marketing videos.
Melty Cone is a reputed video production company in NYC. Our marketing videos have created such an impact worldwide that we now work with some of the top companies in the world - Microsoft, Amazon, Expedia, and so on. Work with us and take your marketing efforts to the next level.
