Marketing colors can communicate so much more than a HEX-code. If you are able to communicate with them, they can be as effective as your copy.
Imagine a candy wrapper with banana flavor, but no yellow. The designer didn’t get the message. You may be able to see that the flavor is banana but it’s not obvious.
We saw many marketing trends in 2021, including the use of color palettes in marketing materials.
These are the four best to try this year, and we will show you how to make them work to your full potential.
Marketing: The importance of color palettes
Marketing color can affect your emotions and tone. It can be difficult to determine how color affects your marketing.
Help Scout points out that color is a super subjective topic. Although we can predict what emotions a particular color may evoke, research shows that people’s reactions to it will vary based on their personal preferences and experiences.
This doesn’t mean color isn’t important in marketing. In fact, the exact opposite. This data shows that you need to get to know your customers and brand before using color to create a message that resonates with them. You should conduct extensive audience research to find out what colors resonate with customers. Then, choose colors that best match your brand and convey the message you wish to send.
If you want to make your marketing resonate with customers, color is one of the tools that you will need. If you know how to use it effectively, your audience will be more open to hearing what you have to share.
In 2022, color palettes are in fashion
These four color palettes are expected to gain popularity in marketing as we move into 2022.
Earth-tone palettes are a range of shades of brown that can be paired with other colors, such as green, to create a variety of earth tones. Earth tones communicate comfort, harmony, cooperation, and other common emotions.
Let’s take a look at two earth tones with different moods.
This earth tones palette has two lighter and two darker browns, which creates a nice contrast.
This palette is a little bit more complicated than it looks because of the addition of a touch of blue.
Although many marketing designs are based on earth tones, they can still be charming and retro if you use a brighter color. Station Cold Brew’s website and packaging use a touch of red to transport you back to the early days of coffee.
The jewel tones are their real-life counterparts in deep, saturated colors. As long as the colors are intense and dark, reds, blues and greens, as well as oranges and oranges, all shades of purples, as well as other colours, are welcome. Jewel tones are often used in designs that express sophistication, drama, wealth.
You can have different shades of the exact same color in a jewel tone palette, as shown here with purple.
You can also choose to have the entire jewelry set in a variety of colors like this one.
In this landing page by Propcall, you’ll see how combining a jewel tone with black makes a page feel sophisticated–perfect for an industry like high-end property management.
Pastel colors have been a popular choice in tech and ecommerce since the millennial pink fashion. They come in many tones, which communicate anything from romance to peace. Because they are lighter, they often convey calmer and more positive emotions than those in darker colors.
These hues are closer to one another on the color wheel, such as these pinks, oranges and yellows. They mix better in pastels than they do with darker or richer shades.
To add sophistication to your pastel palette, you might consider adding black or dark gray to it.
Modern websites often use richer accent colors in combination with pastel palettes to create contrast. Lauren Hom’s event landing page is an example of this. The pastel background makes the bright pink and green pop.
Neon/pop art colors
Are you looking to be bold? You can go bold with contrasting neon and primary colors (pop-art). These palettes can feel retro, modern, or eclectic depending on the context, color combination, design elements and context.
Depending on the images you use and the typography, this palette could be used to create an 80’s color block, or high-tech futurescape.
A neutral can be used to balance the intensity of bright colors, such as this palette.
Playdate’s website, which is a handheld gaming system, is retro-inspired with bright contrast colors such as yellow and purple. These complementary colors are reminiscent of classic handheld games such as the Game Boy Color.
How to use color palettes strategically on your landing pages
As it was for the marketing samples, landing pages are influenced by color. You must appeal to 39% of people who believe that color is the most important visual element on a landing page.
These are some tips to help you rock your chosen color scheme on your landing page.
- Select primary and accent colors: Professionally designed websites don’t use every colour in the palette equally. Choose primary colors for background and text, and accent colors to highlight elements like links or calls to action (CTAs).
- Consider the impact of complementary and contrast colors on your color scheme. Get a color calculator to help you determine which colors are complementary and which are contrasting. We have already covered how complementary and contrasting colors can be used as accent colors in our guide to conversion-centered designing.
- Keep it to three to four colors. Do not use too many colors in your palette. Your visitors may be overwhelmed if you use more than four colors.
- Be careful not to let your elements get lost. Because color palettes often contain similar shades of the same colour, you need to be careful with how they are used together. You need enough contrast to distinguish the elements from each other on your page. You wouldn’t want black text on a background of dark blue.
- Make your CTA stand out: Use an accent color to make your CTA button stand out from other elements on your landing pages. Your visitors should be able to see your CTA.
Match your brand to your palette
It is easy to get distracted by the latest marketing trends and lose sight of your brand’s goals. Make sure that the palette you choose is appropriate for your brand. A pastel palette won’t work if your brand is a rugged outdoor brand that Bear Grylls sponsors.
Think about your brand’s main colors, and what emotions you want to evoke. Next, choose colors for your marketing that have a similar feeling.
Save your brand colors to your Smart Builder style book if you need them quickly for landing pages. These colors will be available to you whenever you create a new page.
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