When a graphic designer starts working on a display banner for the Chinese market, the first color that comes into his or her mind will be pink.
It is generally acknowledged that Pink means feminine, caring and romantic and love. This color becomes one of Chinese women’ favourite colors, because, psychologically speaking, they would like themselves to be lovely, emotional and sentimental just as the color implies.
On the contrary, for example, German females’ value reason and emotionlessness much more – this contributes to the fact that their favourite colour are black, grey and white.
Having realized Chinese customers’ preference over the pink color, many companies’ display banners for Chinese promotions trie to be pink as much as possible. But are they using it right?
Here are the 4 tips for advertisers before deciding on their banner colors.
1. Personality targeting
First of all, color is important, but not so important as you think. The reason why companies want to localise banner colors is that they believe localised color can target demographics better. However, demographic targeting cannot bring so much relevant clicks as personality targeting. Personality targeting helps customers build a sense of identification with the company, which can help convince them to purchase products. To do personality targeting, you need to pay much more attention to the visual message of a banner, as a whole; it should be deep, and inspiring.
2. Social context
Before deciding on a main color tone of a banner, do some research. Just because every marketer is aware that pink is a popular color in China, Weishang (people who sell bad products, sometimes illegal) are also huge fans of pink banners. If a company accidentally uses the same style of a banner used by Weishang, customers can have a bad association. We are not saying that pink becomes a bad colour, but it is recommended to check the current social context of a certain color in marketing.
3. Make it sophisticated
The shades of colors are important, too. Dark blue and sky blue give customers absolutely different feelings of professionalism; Barbie pink and rose gold, for sure, can create two branding effects for one company. Play with the color and make it sophisticated.
4. Let your audience speak
It would be a bad idea to impose a theory onto customers. “Ask” them if they like the color or not by AB-testing. Make sure to factor out the “noises” that may affect the result in AB-testing. Observe how competitors are colour-marketing.
Generalization makes things easier, but very often, wrong. Know your customer’s personality, check the color in the current social context, design banners with taste and improve the performance by testing – these are important to have attactive and well-performing display assets.