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The Importance of Color in Social Media: Getting the Right Mix

Pinterest for BusinessGraphic designers know that fonts, images, and colors in marketing can make or break a brand. And with Facebook’s Edgerank algorithm and sites like Pinterest, they have changed the way brands create content and we already know that posting photos on social media works [infographic]. According to KISSmetrics, color increases brand recognition by 80 percent.

Recently, Curalate looked at over a half  billion pins on Pinterest and determined that color played an important part on what people repinned or liked on Pinterest.  Their guidelines to analyze the data looked at color, size, saturation, format and other characteristics. They determined the following:

  • Images that have more than one dominant color got repinned 3.25 more often than images with just one dominant color.
  • Although blue or green tend to be people’s most favorite colors, images with red images got more repins than predominantly any other color.
  • Images that contained a mix of red, orange, and brown are repinned twice more often than images with blue in them.
  • Images that are close-ups (and have less than 30% background in them) are repinned most often compared to those with 40% background or more which are 2-4 times less likely to be repinned.
  • Very light and very dark images are seldom repinned
  • Images that are not too light or too dark are repinned on average, 20 times more than those that are too dark or too light.

Colors are not just important from a cohesive branding experience. One look at Coca-Cola’s Facebook page and you see a sea of red and white images from their custom tabs to the images they post for engagement.  But they have a huge impact on the purchasing process.  KISSmetrics put together the infographic below which illustrate just how powerful color is in the design process:
CocaColaFB

how-colors-affect-purchases

How do you use color in your marketing strategy? Do you have your Facebook tabs colors aligned to your brand?

 

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About Tracy Sestili

Tracy Sestili is CEO and Chief blogger at Social Strand Media. She is also the author of Taking Your Brand from the Bench to the Playing Field -- Social Media Fundamentals for Business.

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