How Colors Impact Marketing in the Paint & Coatings Industry

When it comes to marketing your business – whether you have a brick-and-mortar store and/or online presence – color plays an important role in your efforts. Consumers see hundreds of advertisements a day, so breaking through the barrier to improve conversion rates can often take a little more than just the right words — that’s where colors come in.

Color evokes emotion without the use of words, so choosing the right colors for your coating company’s marketing and advertising strategies depends on what your marketing goals are and what message you want to convey.

What Does This Mean for the Painting Industry and Coatings Industry?

It’s important to consider color in context of applications in the painting and coatings industry. If your brand specializes in goods and products — rather than services — you should consider ways to incorporate colors into your physical design. Color’s psychological impact amplifies when consumers regularly interact with your products in a face-to-face setting, rather than just digitally.

Use colors that evoke emotions that align with your brand’s goals. For example, a bold hue like red can catch the eye of a consumer in a crowded hardware store where products compete for attention. If your goal is to convey a sense of trustworthiness regarding your product or services, shades of blue are a sound choice

Choose Marketing Colors to Boost Your Brand

If you’re in the process of deciding which colors are right for your business/brand, start by taking the time to determine what story you’d like to tell. Think about the core pillars of your business – things like service, trustworthiness, innovation, reliability – and choose colors to create a palette that can paint a picture of your brand.

How Color Tools Like ColorReader Can Help

Datacolor understands both the power of color and the importance of accurate and consistent color matching, simplifying this process through an array of color tools such as their line of ColorReaders. ColorReader Pro, ColorReader and ColorReader EZ not only help paint pros and DIYers find precision paint color matches, saving both time and money, but also lets you scan colors to get important color data for digital design work. This way, you can use your ColorReader to scan your business’s logo for precise color data you or your designer can then use to create a color-coordinated marketing campaign that reinforces your brand recognition and ability to stand out in a visually busy online world.

How Color Psychology Factors Into Marketing

Using colors strategically and scientifically to better reach audiences and improve conversion can be accomplished by applying color psychology. Studies show that specific colors affect consumers’ emotions differently, so it’s important to take your time and determine which feelings you’d like to convey throughout all the touchpoints of your business – from your products, and advertising materials, to your physical structure – perhaps even the clothing your staff wears.

How Colors Affect Emotions and Impact Buyers’ Decisions

Bright primary colors like red, blue, and yellow are making a comeback as 2022’s trending marketing colors – so what do these colors say in terms of marketing?

Red Attracts Attention and Prompts Action

Red is a classic color used to boost sales and conversions. If your brand’s goal is to catch a consumer’s attention in a high-traffic areas, red is good choice. It also works well when used to invoke a call to action. Whether you want to increase your channel’s subscription rate or attract shoppers into your storefront, consider red as a call to action.

Blue Conveys Trust and Strength

Studies have shown that when consumers see a brand that uses blue as part of its marketing/branding, they view that business as one that is trustworthy, responsible and strong. Which shade of blue also comes into play. Consumers tend to view light blue as inviting and friendly. Deeper blues are seen as more serious and conservative.

Yellow Sparks Joy and Positivity

Yellow may not be used as often as the other two primary colors of blue and red, yet it’s a color to consider when the goal is to evoke feelings of joy, optimism and other “sunny” emotions. Hue variations matter here, as golden yellows are seen as warm and homey, buttery yellows as cheery and bright, and acid yellows can be seen as fun, modern and definitely eye-catching.

Pairing primary colors is a great way to grab attention while conveying your particular brand story. For example, blue and yellow used together can communicate that your business/products are both trustworthy and innovative. Feel that yellow may be too bright? Consider using it as a secondary or accent color in your brand logo.

Green Connects Consumers with Nature and Growth

While we’ve focused on primary colors, a secondary color (a color that is created when 2 primary colors are combined – in the case of green, that would be blue and yellow) green is a powerful hue in marketing communication, evoking a sense of serenity, nature, and growth. It’s a great option for items that are environmentally friendlier, such as no/low-VOC coatings, as well as to convey a sense of environmental awareness and/or a focus on sustainability regarding your products and services.

About the Author – Austin Houser

As founder of Base Coat Marketing, Austin is a data scientist and digital marketing expert with over a decade of lead generation experience within the professional painting industry. If you’re interested in learning more about how colors can impact your coatings business, give the team over at Base Coat Marketing a call. They are a full-service digital marketing agency exclusive to the professional painting and coatings industries.