Residents of the world of marketing should remember that Pantone chose Viva Magenta as its Color of the Year for 2023. The color that belongs to the vibrant on the radar palette was chosen to provide an original hue for an unconventional time. brand trends With that in mind, the question arises: What is the importance of color in communication campaigns?
To get the answer, the VidMob platform conducted a study that analyzed more than five million ad campaigns on Facebook and Instagram. Ad performance data was obtained by analyzing three-second view rate (VTR), click-through rate (CTR), and purchase rate to understand how colors can affect creative.
The study was able to not only measure the impact of color selection on campaign performance, but also indicate which shades can make or break ads in certain industries. “We have realized that colors add or cancel performance. Color performance can be very different when we compare data sets, such as business sector, brand type, and performance,” explains Miguel Caeiro, Director of Latam on VidMob, in a conversation with Clube Mundo do Marketing.
What is the color and where is it used? X of the question
Before deciding what colors to color a communication campaign, it is essential to know exactly which sector of the labor market it is about. This is because similar color palettes can lead to opposite performance in different segments. “In the beauty industry, cooler colors in the color palette led to a performance increase of more than 60%. However, the opposite was true in the personal care industry: warmer shades led to a 40% performance increase,” says Cairo.
Once the nature of the business has been determined, the second point of interest is choosing the advertising platform. Of course, identical pieces wouldn’t work as well on TikTok as on Instagram. More than that, ads posted to a social media feed won’t necessarily replicate success — or failure — when posted to the same network’s stories. “Our behavior towards posting to the feed is different from our reaction to stories. The action required of our finger is different, the movement is different. It all affects whether we stop, whether we pay attention or not,” he explains.
Standing at the forefront of the battle between summaries and stories, Choosing Colors replicates the trend of contrast in results when tasked with engaging viewers in different settings. “Depending on the platform, we perceived different performance capabilities, in that sense, we analyzed the use of different high or low contrast colors: when the pieces published in the stories were characterized by high contrast colors, the performance increased more than 63% ”, explains the head of the Marketing department.
And what about Viva Magenta? For some departments, the color of 2023 could be a trump card to drive conversion-oriented campaigns. He points out that “in categories closely related to human personality, such as the beauty and personal care sector, campaigns that opted for bright colors generated a higher conversion factor and obtained more clicks”.
On the other hand, brands that want to succeed in awareness campaigns should consider using less contrasting colors. “When we seek engagement and want people to spend more time viewing our communications, a lower contrast color palette is more efficient,” concludes Caiero.
During the conversation, Miguel Caeiro revealed the discussion on the influence of colors and highlighted the importance of artificial intelligence in marketing performance tests. To access all the insights covered by VidMob’s Marketing Director, please contact Clube Mundo do Marketing.