Hannah Brenner Cureditor

How to use red in marketing

Colors have meaning. They inspire a feeling. 

Red is a very interesting color! It makes a statement, which can be great. However, it can also be connected to anger or negative emotions.

Zest said, "Recognizing the two very different sides of the emotional spectrum red can evoke, it is important to understand how to use the color effectively and ensure the emotion evoked is the emotion intended."

Try using different shades of red to fit your style. Dark red has an elegance while light red comes across softer and more feminine. 

If you're going to use bright red, own it! Try pairing it with softer colors that complement its strength. 

The Psychology of Design: The Color Red in Marketing & Branding

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Marketing and psychology are deeply connected, and marketers can learn a lot from studies that have been conducted! 

For example, Regan’s Reciprocity Experiment showed us that, "If you provide something of value to your customers or your website visitors, they will be far more likely to provide you with their business in return."

Kahneman’s Framing Experiment taught us that context is really important and Zajonc’s Mere Exposure Study proved the power of brand exposure. There's a reason those Superbowl ad slots are so expensive!

What psychology have you used in your marketing strategies?

6 Psychology Studies with Marketing Implications

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A pair of brothers think they found the best formula for making viral content. The Heath brothers say there are six factors to making a content what they call "sticky." 

To be sticky the content has to be simple, unexpected, concrete, credible, emotional, and story-driven. Hubspot said, "They compete against an endless supply of videos all screaming for attention, but they can slice through the clutter, resonate emotionally with viewers, and are actually considered valuable pieces of content."

Click the link to see some videos of this technique in action!

The Psychology Behind Viral Marketing Videos

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Why market free shipping? There are psychological reasons why free shipping is a good idea and they have to do with retention. Jeff Bullas said, "Free shipping is a great incentive for acquiring new customers as well as retaining old ones. It can go a long way to encourage your customers to remain loyal to your brand. And customer retention only comes from loyalty." It has also become an expectation due to large retailers like Amazon offering free, fast shipping. If you want to play into the psychology of keeping your customers around, consider offering free shipping!

The Psychology Of Free Shipping and How It Drives Customer Retention

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