Colors are persuasive and one of the most powerful way of communication that can help to clarify the message or information that your animated video shares. We can say that colours have a great potential which can greatly impact on the success of your video.
There are many studies and results that focus on how colours encourage conversions in marketing.
Colors should not only be considered as emotional influencers in themselves but also should be considered in unification with the brand, brand identity, as well as with the product being advertised.
The Framework of Colors
We all know that red color is usually associated with anger but on the other hand, it is also associated with love. So, it is a context in which the colors are seen and also considering individual characteristics like personal experience, preference and culture.
Animated characters can take any form or color, but even if they are aliens from outer space, it’s important to consider what color they will be. We may link blue with The Smurfs but if you stretch your silly characters blue faces, there could be a probability that Hindus will get upset as most of the Hindu gods appears in blue color.
Yes, when it comes to colors there is a lot to think about them before using. Each aspect right from religious, political, cultural associated with colors as well as the impact of color on delivering your message need to think before finalizing the character in the video.
More Deeper Interpretation of Color
An understandable initial step is to ensure your animated video uses colors that fit with your existing brands and logo colors. If you still not decided what to keep your brands color then consider the below infographic as a most important infographic while deciding your brand color.
Research shows that colors play a significant role in purchases and branding.
According to a study, The Interactive Effects of Colors and Exciting Red and Competent Blue, when it comes to choosing the best colors for your promotion, predicting consumer reaction to a color’s suitability to your product is far more significant than the individual color itself.
The biggest market for power tools is men, and most see DIY as a rugged activity, so black is a common color seen here. You will unlikely see pink or purple used to advertise these products to this market, whether in an animated video or on a billboard.
Social psychologist and professor of marketing, Jennifer Aaker, has carried out research on Dimensions of Brand Personality and pinpointed five core dimensions that can be present in a brand’s personality. She found that a brand can cross between two of these traits, but is mostly dominated by one.
Image: The color psychology behind branding
Differentiation from Competitors
When considering the relationship of colors with your product and with emotional triggers, you should also look at the wider context of your market: what colors your competitors are using.
Uniqueness is the quality that differentiate your brand from others and which builds your brand value and identity. Thus, your brand should be unique. To be unique, the colors you use in your animated video should be suitably different to those to those used by competitors. The colors used in your animated video should be easily relatable to your brand identity.
Age and Gender
The colors you choose will depend on the target audience for a particular video. When promoting the same product, a dissimilar palette can be used while grabbing the attention of men or women. According to a research, men prefer bold colors usually in darker shades, while women favour’s soft colors.
According to Joe Hallock’s Color Assignments, a huge proportion of men (57%) and women (35%) have a preference for the color blue. Hospitals often paint their patient rooms in a pale blue color since this is considered to be calming and relaxing, so perhaps this is why. Studies have even supported that blue reduces blood pressure and slows heart rate. Meanwhile, in Hallock’s research, women listed purple as a color of high preference, while no men chose purple as a favourite color; a finding that could significantly influence when the color is used in an animated video.
Research has also indicated a preference for certain colors according to age group.
When it comes to inspiring viewers of your animated marketing video to make a conversion, your choice of color in the call to action is also key.
The color of the text or box that holds the information for a call to action should be in a bold color that contrasts with the rest of the page. So, if the end of your animated video is geared towards a blue palette, red would be a good choice for the call to action. This would provide a visual contrast and make it stand out.
The feeling, mood and message communicated by your animated video is not defined solely by your chosen colors, but also the theme and story you decide on, as well as the characters you create.
A thorough knowledge of your audience is fundamental to making all of these important decisions.
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