It’s been said that you should dress for the job you want.
We say, “Design for the clients you want.”
Of course, this comes about by finding a happy medium that shoots for your ideal and, at the same time, will keep your current customers in mind. So what is the best way to preserve the loyalty of your current customers while expanding your influence on a new demographic? Color Psychology.
Colors and the Brain
We’ve written before about what happens to the brain when we look at websites and marketing pieces. But what about impact of the color of these pieces and websites on the brain of the viewer? Not a new consideration by any means, but color psychology is powerful and can transform web design and marketing.
Studies show that colors, in particular, have the ability to evoke emotion, loyalty, and even influence our behaviors. In fact, “nearly 85% of consumers name color as the primary reason that they purchase a particular product. 93% look at visual appearance when they buy a product and color improves comprehension, learning and readability.”
If you are updating your current website, building a new one, or delivering social media images and new marketing pieces, you can’t overlook the impact of color psychology and its potential to keep and grow your customer base.
Design for the Customers You Already Have
Because you are already doing in-depth analytics on your current site visitors, conversions, social media fans, and email campaigns, you probably have a pretty good idea of who your current customer base already is. (If you are not confident in determining exactly who that is, don’t sweat it. We recommend installing a visitor module window.) Taking the “who” into account as you design your new website, landing page and email template will dictate your choices in graphics, photos, and colors as powerful tools to capture your customers’ attention and keep it.
Knowing who your current customer is means that you need to choose colors and design elements that speak to the substance of your business, culture and products that they already love. Ask yourself:
- What is it about our company that people follow? (ex. Use green for stability; blue for trust)
- What emotions does our product invoke in our customers? (ex. Use red for vitality and vibrance.)
- Why do people use our product or services? What emotions or actions are the end result? (ex. Use purple for royalty, luxury)
Think about the lightness and darkness factor of the colors, too, because bright, intense shades convey energy whereas dark shades connote relaxation.
Answering questions about those fans who already follow and love your brand will resolve the color choices and design elements that will amplify their sensitivities and emotions.
Design for the Customers You Want
Of course, everyone wants to grow their customer or client base; that is a given. But, sometimes you may reach a point in your growth strategy where you see the need to acquire a whole new set of customers. Perhaps your product line or service capacity is growing, and you find that the success of this new endeavor suggests a new demographic. Or, maybe you are evolving as a company and suddenly you realize your new mission will be appealing to a whole new set of people.
When this happens, you will find that these new, potential, and desirable customers will be feeling entirely different emotions when they interact with your brand, and that will be a good thing. Growing in numbers should never be our end goal in our strategies. Growth in impact and participation in the world around us should be our end game, though. So if gaining a new demographic means learning what makes your new followers come alive, then so be it.
In order to get inside the head of customers you haven’t yet met, you’ll need to work backwards:
- What product, service, or new mission will attract these new customers?
- What emotions will they experience when they interact with your company?
- What course of action or emotion is the intended purpose of this new product, service or mission?
- Why would this new customer choose to use this new product, service, or mission?
Once you have answered these questions, you can develop a customer persona. (You can learn more about these here.) From there, you will then be able to revisit the questions you asked about your current loyal customers. This will help inform the design elements, including color choices, that you want to use to attract new customers.
This may mean you need to be extra thoughtful and extra creative when choosing images, design elements and graphics. It may even mean you need to revamp your entire content marketing strategy. And while this can see like a daunting and consuming task, you don’t have to bear the weight alone. Partnering with a digital agency like ours will give you all the collaboration you need to make your new design exactly as you envisioned while taking the work off of your plate.
Take a look at this awesome infographic from WebPageFx. It’s a good place to start when you’re diving into these conversations with your team! What do you notice rings true, or perhaps is a surprise to you? Share it with us on our Facebook page!