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How Color Influences Consumer Behavior

In the world of marketing, color isn’t just about aesthetics—it’s a critical tool that influences how consumers perceive and interact with brands. Studies have shown that people make subconscious judgments about products within 90 seconds of initial viewing. Also up to 90% is based on color alone, marketers can strategically use color to evoke specific emotions and drive purchasing decisions.

The Science Behind Color in Marketing

Colors have a profound impact on emotions, behaviors, and purchasing decisions. However, it’s not as simple as saying yellow equals happiness. There are several key components that affect how colors influence perception:

  • Hue: Refers to the colors purity.
  • Saturation: Measures the intensity of the color.
  • Value: Lightness or darkness of a color. 
  • Contrast: The difference between two colors—the greater the contrast, the more eye-catching and bold the design.

In combination, these components creates a powerful visual language that draws attention, sets the tone, and influences customer behavior.

Our Eyes Perceive Color Through Wavelengths Of Light

Color psychology is a powerful tool in branding, as the varying wavelengths of light influence different colors and how we perceive them. These wavelengths not only shape our visual experience but also stimulates our emotional associations brands strategically leverage to connect with us:

Red: As the color with the longest wavelength, red appears closer to us than it actually is. This makes red attention-grabbing and impactful, which is why it is often associated with urgency, passion, and excitement.

Orange: Also with its long wavelength, this color is both eye-catching and energetic. It’s often seen in the fast food industry because its association with value and affordability stems from its ability to capture attention while conveying warmth and enthusiasm.

Yellow: Its long wavelength makes it the most visible color, which is why it’s so stimulating and attention-grabbing. It’s also the most difficult color for the human eye to process, which can cause nausea—one reason you won’t find it on cruise ships. In fact, studies show it can even make babies cry. However, when used strategically, yellow can boost metabolism and elevate self-esteem.

Green: Positioned in the middle of the spectrum, green has a balanced wavelength that is easiest on the eyes. It requires no adjustment from the retina, which is why it is often associated with relaxation, nature, and health. Green’s soothing effect makes it a popular choice for brands that want to evoke harmony and wellness.

Blue: It has a shorter wavelength and is calming and non-intrusive. The most common “favorite” color globally, especially among men, blue conveys feelings of trust, reliability, and professionalism. Blue is often chosen by businesses that want to create a sense of security and stability.

Purple: With one of the shortest wavelengths, purple is often linked to creativity and luxury. One of the main reason’s VIA chose it as a main brand color. Its rarity in nature and shorter wavelength make it feel distant, giving it an air of exclusivity and sophistication.

Colors Help Brand Recognition

Using consistent colors in branding is crucial. Some Global brands, like Coca-Cola (red) and Facebook (blue), are instantly recognizable just by their signature colors.

When developing a brand’s color palette, designers ask themselves these questions:

  • Personality: What emotions and characteristics does the brand embody?
  • Values: What values do the colors communicate?
  • Message: Does the color palette align with the overall brand message?
  • Memorability: Will the colors help the brand stand out and be easily recalled?
  • Versatility: Can the color scheme work across various platforms and mediums?
  • Timelessness: Will the colors stay relevant as trends change?

Carlo our creative director, said “Colors have the power to tell a story. They create connections, evoke feelings, develop brand identity, and significantly impacting consumer choices.”

Cultural and Contextual Influence on Color Perception

Although color evokes universal emotions, individual responses can vary based on cultural background, gender, and personal experience. While red can symbolize luck in China, it may be associated with danger in Western cultures. Gender also plays a role, with studies showing men and women often have different color preferences. Women see more colors also affecting their preferences.

Brands must keep any cultural and demographic factors in mind when selecting their color palette to ensure the right message is conveyed to their target audience.

The Importance of Color in E-Commerce

Color plays even a bigger role with e-commere and today’s digital age, it’s more critical than ever. Studies have found that 85% of shoppers base their purchasing decisions on color. With the rise of social media and eCommerce, colors can draw attention to products, develop brand loyalty, and ultimately drive sales.

“Using color effectively in web design enhances user engagement by guiding emotions and ensuring key messages stand out,” explained Carlo.

Ready to Take the Next Step?

With VIA’s expert understanding and application of color psychology, we will help you increase visibility, deepen your connection with consumers, and ultimately drive sales. Color is not just an afterthought in design—it’s a fundamental element that shapes perceptions and influences  behavior. VIA is here to take your branding to the next level with the power of color!

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Building Connections: The Power of Personalization

In today’s fast-paced digital world, personalized marketing has become a crucial strategy for businesses aiming to stand out and develop strong customer relationships. Personal interactions, especially on social media, can significantly enhance your customer experience and loyalty.

Personalized marketing involves tailoring interactions and communications to meet the specific needs and preferences of individual customers. According to research, 56 percent of people experienced a boost in engagement due to personalized marketing. Beyond the engagement measure, 80 percent of consumers are more likely to do business with a company that simply adds a human touch. These statistics highlight the immense potential of individualization in driving customer engagement and business growth.

Implementing Personalized Marketing Strategies

1. Tailored Email Campaign

Email marketing remains one of the most powerful tools for personalized marketing communication. Segment your email list based on customer demographics, behaviors, and preferences. Then, send targeted emails that address their specific needs and interests. For instance, if someone is interested in a particular service or product, send them relevant information, offers, reminders, or updates. Individualized emails drive higher open rates, click-through rates, and conversions.

2. Customized Website Experiences

Your website is often the first point of contact between your business and potential customers. Personalize the user experience by offering tailored content, recommendations, and offers based on user behavior and preferences. Add a chat area where someone can ask a question to a live customer service person. Use data analytics to understand customer interactions on your website and provide relevant content that meets their needs. A customized website experience can enhance user engagement and drive conversions. Why do you think Amazon does so well? They always have a personalized section that says “you may also like… “with multiple products like the one you’re currently looking at or have purchased.

3. Personalized Social Media Engagement

Social media platforms provide an excellent opportunity for personal and human interactions. Develop a social media strategy with specific engagement goals, such as increasing brand awareness, driving traffic to your website, or boosting sales. Create relevant, informative, and entertaining content people will be drawn to. Use a variety of formats, like videos, images, and infographics, to keep your content fresh and engaging.

Responding to comments and messages promptly and personalizing your responses to show that you value their input is one of the most effective ways to engage. Take time to answer your customers’ comments and messages. Address them by name and reference their inquiries or past business interactions. This level of individualization shows people that you value their input and are attentive to their needs, fostering stronger relationships and loyalty.

Understanding Your Target Audience

Understanding your target audience is essential for effectively personalizing your marketing efforts. Start by defining your ideal customer’s demographics and behaviors. Consider factors like age, gender, location, interests and buying habits. Understanding them is crucial for creating messages that resonate and ultimately drive sales.

Use first-party data (data collected directly from your interactions with customers) to gain insights into your audience. You can also leverage second-party data (another company’s first-party data) through partnerships or data-sharing agreements and third-party data (collected by external sources) for a broader understanding of market trends. VIA has access to many national reports through the ad agency network we belong to.

Measuring Success

You need to know what works and what doesn’t. Set specific goals for your campaigns and use metrics to evaluate performance. For example, monitor email open rates, click-through rates, website traffic, social media engagement and conversion rates. Analyzing these metrics will help refine your strategies and improve results over time. Marketing is expensive if it is not working.

Building Relationships Wins Over Time

By implementing these strategies, you will begin driving engagement and building lasting relationships. Tailoring email campaigns, website experiences, and social media engagement are the keys to creating a successful personalized marketing strategy. Personalization is not just a trend; it’s a powerful tool that will transform your marketing efforts and drive business growth. 

Our team at VIA Marketing specializes in creating multiple touches and experiences designed to keep your company in the minds of your customers and prospects. Our motto is “Never do just one thing.” Reach out to us today to see which strategies we can implement for your business.

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Boost Your Brand Visibility with Engaging Promotional Products

Once upon a time, in a busy trade show, there was a little branded pen named Penny. She sat on the display table, surrounded by countless brochures and business cards. At first, Penny felt small and insignificant among the towering booths of big companies with elaborate displays.

But soon, curious attendees started picking her up, jotting down notes. With each person she met, Penny proudly represented her company, showcasing its logo subtly, yet impactfully.

What are the benefits of purchasing promotional items?

Promo items are an excellent way for businesses to stand out and present themselves in a unique and fun way while increasing your overall brand awareness. Nearly 85% of consumers are more likely to purchase from a company after receiving a promo item, a prime example of a foot-in-the-door persuasive method. This is when a small request is initially made to get a person to later agree to a more extensive request.

Accepting the promotional item will encourage your target audience to make a purchase. By selecting an item that your customers will use regularly, you increase the likelihood that they will think of your company each time they use it.

How do I pick out the best promo items for my business?

To find something your audience finds helpful, ask yourself a few questions. 

  1. What are you promoting?

This question may seem pointless, but it helps to know the goal. Are you just promoting your business as a whole, or do you have something more specific in mind, like a product, service, or event?

2. Why do you need to promote it?

Is there a specific reason behind your planned promotion? Your business could always use more exposure, but is there a particular message you want to relay? The answer will help guide you in finding the best product that meets your needs.

     3. Who are you trying to reach?

Understanding your ideal customer is essential. You should choose your item with their lifestyle in mind and develop a message that resonates with them.

     4. Where do you want your brand message to be seen?

Consider where your audience will use these items. Is this a seasonal effort? Give a baseball cap or a heavy stadium blanket. If you want your item kept in an office, you’ll want to find something we always use, like Post-it Notes, pens, or chargers.

Promotional items should be designed with your audience in mind, thoughtfully planned, strategically placed, and with motivation. Our very own promotional consultant, Sasha Hecker, can help you achieve this.

Sasha is resourceful, organized, experienced, and a pleasure to have as part of our team! She will help you find the correct promotional items for your business and will also help you order them with plenty of time for your event.

We decided to gain more insight by asking Sasha a few questions.

What is the average time from order to delivery?

VIA Marketing is  an ASI (Advertising Specialty Institute) member, and our partner vendors are based locally and worldwide. 

When picking the best item for your company, timing is one of the top things to consider. If you need it sooner than later, we will ensure your item is expedited, produced and shipped locally to save you time. Please allow plenty of time before your event to ensure you have the best options available.

Can I get a sample product before ordering?

Most likely, but it depends on the vendor and the amount of time before your event. If the vendor doesn’t provide samples or you don’t have enough time, you can see a virtual sample on the website before ordering.

What company do I get Promotional items from?

To procure the best of the best products for you, VIA has a network of partner suppliers who offer a wide array of promo items, so you are sure to find any customized item you may need. From full-color mugs to Stanleys, or submarine pens and color-changing pencils, there are times available specific to your brand and the customers you want to attract. You can find these under the promo items tab on our website.

What factors account for the pricing of these items?

Every product has different price options depending on the manufacturer. Be careful because shipping costs a pretty penny, and the two dollars you save on getting an item from overseas might be more expensive than you think. 

Look through your options to get the best price. It’s also important to note that the more you order of each item at a time the cheaper the price per unit will become. 

What if I want to order some promotional items?

Knowing what items to choose from and at the best price can take time and effort. That’s why our promotional consultant, Sasha, here at VIA, can ensure your promo is ready!

Contact Sasha