What's Your Color?
This email originally appeared in the August 8th edition of The Scribble, KYC's bi-weekly marketing newsletter. You can subscribe to The Scribble at the top of this page.
If there’s one thing we’ve learned over the past ten years, it’s that Instagram is no longer a place to upload a photo of the salad you had for lunch. Now, the platform operates as a creative hub, a networking resource, and one of a marketer’s greatest assets.
While Instagram serves many purposes, from personal to professional, one thing remains constant: color is everything.
Unique to its platform, Instagram showcases user profiles in a square-grid format that allows visitors to see a bird’s-eye-view of an account’s entire posting history. It was a different layout approach in the fledgling years of social media (and we’re arguably still in the fledgling years). What this view provides is a reminder of the importance of understanding how color impacts those who follow your account.
It’s not enough to produce visually appealing content if all of those posts do not share some sort of consistency, and that consistency should mean that they all fall under the same color scheme.
Marketers have known for awhile that color influences buying behavior. If you haven’t read my previous blog post about the psychology of color, I recommend giving it a read to learn more about the power associated with it.
When developing your social media strategy, it’s important that all the content that is being posted shares the same color scheme, and that color scheme should reflect the official colors of your company.
Following the company colors does not mean only posting the same three colors over and over. It means being intentional about having at least one of your company colors in each photo, so that the overall feed appears more cohesive from one color to the next.
Imagine you enter a home improvement facility and you make your way to the paint aisle. There are thousands of colors to choose from, and each has its own unique appearance. Despite the vast array of options to choose from, have you ever noticed how the colors never appear in a jumbled, unorganized mess? The paint swatches aren’t displayed to look like a tie-dye endeavour that went horribly wrong. Instead, each color seamlessly blends into the next, creating an overall cohesive appearance.
That’s how your Instagram feed should appear: as one cohesive display of color.
Creating a color scheme that both is visually appealing and engages an audience is a tricky tightrope to walk, and it is not something that can be achieved overnight. Through careful strategy and discipline, however, your Instagram profile can tell the visual story of your organization in a way that no other social platform can.