Richard Of York Gave Battle In Vain or how to choose colors for your creative?

Published: 06.10.2022
Updated: 25.10.2022

Creatives are a vitalery important part of the work of any affiliate. Through them, you contact the client. A huge amount of information spoils modern humans and, literally spins around them. Terabytes of different spam pass through us every day, which sometimes we simply don’t notice. Banners along roads that have already merged with the landscape of the city, spam mailings that are immediately filtered by the mailbox, ads on websites that are removed using certain programs, ads at the beginning of your favorite movie or ordinary TV ads during which you most likely go to brew tea and dozens of other advertisements.

How not to get lost in this flow of information and find your cherished lead?

That’s why there is a concept of creativity in arbitration. You need to stand out and interest the person. In a word, grab. This is not such an easy task. Sometimes, an affiliate has to promote a product he would not buy himself. For example, you are a man promoting an offer of decorative cosmetics for women. Naturally, you may not understand how exactly you can hook the buyer. It is a big mistake to make a creative focusing on personal preferences and not on the target audience’s interests. Creativity should not be liked by you but by a potential buyer of the product that you are promoting.

This is where analytics comes into play. Yes, it seems strange to put the words “creative” and “analytics” side by side, but it’s true. To understand the buyer and sell the product, you have to put yourself in the place of the buyer. You must analyse your target audience and understand how you can interest a potential lead and get what you need from him – an action.

Affiliates have a fan division of the target audience into “deadly sins”:

  • Greed: “Every second pair of sneakers – 60%, and the third – as a gift”
  • Linh: “It’s easy to lose weight. Flat abs in 2-3 weeks”
  • Pride: “You deserve it. Self-development courses”
  • Anger: “Tired of looking at the luxurious life of other people but not participating in it? Quick loans!”

But here, you need to be more careful because “loud” and implausible headlines, for example, “Learn a new profession in 2 days and earn a million per month” can reduce the trust of both the social network and the buyer himself.

When you’ve explored your audience, it’s time to get creative. It’s important to find inspiration and get super creative. The creation is based on the AIDA (Attention, Interest, Desire, Action) model and its four tasks:

  • Attention. A nice picture, bright colors and text that may interest future leads.
  • Interest. Your creative should hook a person in one or two seconds. Lots of text is a bad idea. You need to describe briefly the person’s “pain” and show that you can solve their problem. You must “create” a problem and find a solution.
  • Desire.  People generally want simplicity. Whatever you sell, you need to have a solution on the surface. You have to prove to the client that he only needs to press a button and all his problems will disappear.
  • Action. The future lead must intuitively understand what he needs to do. That’s what the “click here” buttons are for. If possible, reduce everything to verbs: “press”, “register”, etc. Good move: add an expiration date to the offer to hurry a person to do an action for which you will receive a profit.

The chain is quite simple: we attract attention → arouse interest → “make” people want a product → call for a specific action.

Color matters.

Of course, you need to make your creative look harmonious. To do this, there are a vast number of color-matching tables and bloggers who talk about their combinations. One of these is “the Itten’s color circle”, which can serve as a crib for you.

 But there are also important associations with colors (and yes, stereotypes, unfortunately, have not been canceled). This is closer to the psychology of color and not so much to aesthetics. You need to understand that the color of your creative sets the emotional color of the entire message. Depending on the product, you should choose a more suitable color solution. 

So, some colors and their “emotions”:

  • Red is an intense color. It helps to make decisions and pushes for action, but at the same time, it can cause irritation, so you need to be extremely careful with this color.
  • Yellow is the color of joy. It’s associated with warmth and causes positive emotions.
  • Green and blue are the colors of safety and calmness. These are neutral colors for creatives and have a very calming effect on the future lead. A calm and relaxed buyer feels trust in your promotion.
We wish you good luck in creating cool creatives.
And remember that with SalesDoubler “Великі цілі досяжні”