Create a Winning Marketing Strategy With Viva Magenta – The Pantone Color of the Year 2023
Get ready to think of ‘Magenta’ as you think of 2023!
Pantone, one of the world’s leading providers of color solutions, has been naming an “it color” every year for more than 20 years now.
And it’s time to paint 2023 with a new color, as they have declared “Viva Magenta (18-750)” as their color of the year.
The brand describes Viva Magenta, a member of the red family, as ‘brave’ and ‘fearless’.
And in 2023, Viva Magenta will make the brands look more lively & enthusiastic and will play a colorful role in influencing decisions around product creation.
In this article, we’ll discuss how embracing the color of the year 2023 will help you stay ahead of the curve and how you can use colors to influence your customers’ buying decisions.
The Significance of Viva Magenta
Pantone created an immersive world that explores the interaction between nature and technology by fusing the ideas represented by the color Viva Magenta. Just like Metaverse, Viva Magenta gives you new ways to express yourself with courage and confidence. It invites viewers to explore the Magentaverse, an infinitely expansive new ecology.
However, as it moves between the real and virtual worlds, Viva Magenta also symbolizes the changes that will occur in our everyday lives. Pantone describes how it explores the interaction between artificial intelligence and human creativity to create ‘The Magentaverse’, drawing on the experimental spirit of Viva Magenta.
If you’re wondering how Pantone’s Color of the Year affects businesses, let’s take the example of Apple.
Pantone named “Classic Blue” as the color of the year in 2020 and described it as a classic and durable hue of blue as we entered a new decade. And, in October 2020, Apple unveiled a variety of iPhones in the exact same color – Classic Blue.
Pantone’s Color of the Year is a trend forecasted for customers by rigorous and in-depth research, indicating that they have explored the globe for ideas.
This includes upcoming sporting events, arts, motion pictures, fashion, well-known tourist destinations, cutting-edge technologies, and lifestyles.
You can save many hours of marketing research on what consumers want by making use of this trending color and including this in your marketing strategy and products.
Moreover, colors play a significant role in marketing, from evoking the appropriate emotions in your target demographic to making sure your viewers see you as a brand they can connect with.
Let’s understand how colors can play a role in developing a solid marketing strategy.
Enhance Your Marketing Strategy Using Colors
Whether you pay attention to color in marketing or not, it can have a significant impact. The colors you choose in your branding, including your logo and other marketing content evoke an emotional response in your audience.
Let’s understand how using colors can help you create a winning marketing strategy.
Make Use of Color Psychology
85% of buyers’ decisions are influenced by colors(i). Understanding the fundamentals can help you use color psychology in your marketing efforts. So, consider the following basic color correlations when choosing colors for evoking emotions:
- Red signifies elation, passion, rage, danger, action, worry, and strength.
- Orange represents creativity, friendliness, warmth, and enthusiasm.
- Yellow defines joy, originality, optimism, happiness, and excitement.
- Green is associated with youth, vitality, nature, growth, and stability.
- Blue connotes steadiness, depth, peace, and trust.
- Purple symbolizes royalty, elegance, love, reflection, and peace.
Let’s take an example of the Salesforce website to see how colors evoke emotions. They use blue as their main branding color. As a cloud-based software company, blue enables them to demonstrate to their customers that they can be trusted with their services. On their website, there are also a few white links and buttons because white is an excellent hue to create a feeling of simplicity and safety. The harmony of the colors blue and white on Salesforce’s website encourages participation and trust.
Understand Your Target Audience
The perception of colors varies depending on gender and culture. For instance, 57% of men and 35% of women prefer the color blue(ii). Therefore you may want to choose your colors based on the audience you want to reach.
Also, culture influences color perception and choice as well. For instance, Red is frequently associated with ‘danger’ in the UK, but it is ‘good luck’ in China. In the US, blue represents ‘patriotism’ and in Italy, it represents ‘faith’. Remember this while deciding how your audience will interpret the colors you use.
Keep Your Branding Colors Consistent
Reboot performed a study and found that 78% of respondents could recall the logo’s primary colors whereas only 43% could recall the name(iii).
Make sure your brand color is present in every message you send out and is consistent if your target audience associates your brand with a specific hue. Maintaining color harmony with your branding is crucial and the most successful brands understand this such as Coca-Cola, Starbucks, etc. Furthermore, color enhances brand recognition by up to 80%(iv). So choose your colors accordingly.
For instance, HubSpot combines a subtle color scheme for its website to demonstrate its personality. They have projected the image that they are easy to work with by using the colors orange and white together to convey feelings of friendliness, creativity, warmth, and excitement.
How Do Colors Influence Email Marketing & Events?
When it comes to determining the success or failure of an email campaign, color is frequently the untapped leverage. Despite decades of research into how colors affect people psychologically, new discoveries are still made every year.
In the area of marketing colors, data is dynamic. For instance, when making a purchase, 93% of buyers say color comes first, with 85% saying it is the main factor(v).
Sometimes, corporate colors place restrictions on the colors that can be used in email campaigns. Therefore, it’s best to leave your options open so that you can use particular colors to target a particular audience.
Contrarily, the use of colors in event design is a very important tool that can greatly influence your event experience. Every color you use communicates something important about the ambiance, the story, and the message you want to convey to your audience.
Typically, brand requirements are crucial for corporate events. You begin by applying colors based on the brand’s primary tones. Using colors that complement your brand promotes strong brand recognition.
For instance, think of Dreamforce, the largest tech conference organized by Salesforce uses blue and hues of blue as their main color, which is also their brand color.
People associate memories with certain colors and while organizing an event, you should harness this power.
Color is one of the key elements that have the biggest impact on how buyers behave. It is a crucial component that you should take into account while developing your design, branding, and marketing strategy.
The way you interpret a color may be greatly influenced by your preferences, cultural differences, gender disparities, and other factors. And that’s why you should understand what it means to individuals and how to apply it in your marketing strategy to get a positive response from your target audience.
If you’re looking to pick the right colors for your business or products that can help you communicate your brand message to your target audience efficiently, check out our services here. Should you want to know more, drop us a line at [email protected] and we’ll take it from there.