Color guides attention and shapes action. A clear palette improves recognition and performance across web, ads, and video. Strong contrast keeps messages readable and clickable.
Hue, Saturation, and Value
Hue sets character, saturation sets intensity, and value sets lightness. Balance these to keep visuals clear, on-brand, and consistent across media.
Harmony Systems That Work
Use complementary, analogous, or triadic schemes to organize choices. Keep the palette focused so layouts stay clean and scalable.
Contrast and Readability
Readable text wins clicks. Target a 4.5:1 contrast ratio for body text. Use large text and simple backgrounds to protect legibility on mobile.
Role of Each Color
Define primary, secondary, neutral, accent, and CTA colors. Limit the active set to four to six. Reserve the CTA color for action only.
Dark Mode and Platform Context
Test colors on light and dark backgrounds. Check how colors render on iOS, Android, and desktop. Adjust neutrals to prevent muddy tones.
Applying Color to Your Marketing Strategy
Choosing CTA Colors
Pick a CTA color that contrasts with backgrounds and other UI elements. Isolate it. Keep usage rules tight so the button always stands out.
Landing Pages and Funnels
Use one CTA color per page. Deploy supporting colors to guide eye flow. Remove decorative hues that add noise or distract from action.
Ads and Thumbnails
Block bold color behind clean type. Avoid busy gradients. Test borders and backgrounds that separate your creative from platform chrome.
Social and Video
Use lower-saturation backgrounds for captions. Keep brand color in titles, lower thirds, or frames. Maintain legible type across motion.
Industry Norms and Differentiation
Know common palettes in your space. Choose a base that fits the category, then create contrast with your accent and CTA.
Cultural and Context Signals
Colors carry meaning by region and market. Validate choices before launches. Avoid combinations that conflict with local expectations.
Testing and Measurement
A/B test CTA color, background tone, and type color. Track CTR, add-to-cart, and sign-ups. Keep the winning rules in your brand guide.
Codify hex values, spacing, and usage rules. Share a one-page guide with your team. Apply the palette across web, ads, and video.
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