13 Important & Effective SEO Practices in 2021

13 Important & Effective SEO Practices in 2021

by | Jan 9, 2021 | Marketing

In the event that the year 2020 has shown us a certain something, it is that the online permeability and brand familiarity with your business are urgent. The COVID-19 pandemic has kept individuals inside more than expected which gives organizations an ensured crowd on the web. On the off chance that your business has executed a compelling SEO showcasing procedure, at that point, the individuals who are searching for your items or administrations internet during the pandemic are substantially more likely to discover your business.

An SEO procedure is a wide arrangement that centers on the higher perspective, and it is comprised of different features and tasks that all work together to achieve your bigger objectives of better permeability and more traffic which will, at last, expand income. The beginning of the New Year is an extraordinary opportunity to assess your present SEO procedure, think about your web-based showcasing objectives, and decide how well your SEO system is meeting these objectives. On the off chance that you find that your SEO system isn’t meeting your objectives or that you are not happy with the outcomes, you can revamp your SEO technique for 2021.

Make sure that you understand your budget, priorities, and timeframes for achieving your objectives while planning your 2021 SEO strategy. You should partner with a digital marketing agency such as Logo Vent if you have no resources within your organization to successfully execute and manage your SEO campaign. In order to meet their marketing objectives, our SEO experts develop and execute the SEO plan and we track the results regularly.

Social Engine Marketing Strategies For 2021

Assessing Your SEO Performance:

The principal thing you need to do prior to building up your SEO technique for 2021 is to survey your present SEO methodology and how it is performing. You ought to assess the natural permeability of your site, your keyword rankings, and marked versus non-marked traffic split. There are a few tools accessible that can show you this information.

You can see how organic traffic and keyword rankings are performance over time with these methods. You can quickly see patterns and get an overview of the results of each of these measures. The branded and non-branded traffic division tells you whether there are ways to communicate further with a group of your public looking for your brand.

Taking these statistics and Google Analytics data into account, including your conversion rates and sales, will give you an overview of how your website operates from an SEO point of view. You can also quickly identify areas of weakness that can lead to your new SEO strategy.

SEO Analysis Of Your Competitor:

In this step, you should then evaluate the SEO strategies of competitors after evaluating your current SEO results. This gives you a sense of what works for them and not and how you can draw on them to gain an advantage.

Begin by listing your main competitors, including your service competitors and competitors who regularly show up for your keywords high in SERPs. Look for the most commonly used SEO sites, the keywords, and their connection profiles when examining the searches of your competitors. You will decide which content you can add to your website to improve your rating if you know which of their pages performs the best. Observe whether their best-performing pages are blogs, product pages, or others. Analysis of their rankings of keywords will help you see if they are or not your competitors. This helps you find ways to strengthen your keyword classifications.

Analysis of the link profile from the websites of competitors lets you understand where your backlinks come from and evaluate the link between your site and your domain. This will help you develop your own connection building strategy to establish a solid backlink profile.

Setting Online Marketing Goals:

The next step is to define your objectives and key performance indicators (KPIs), which will assess your progress towards those objectives. Expressing your basic objectives helps direct the implementation and measurement of your SEO strategy in achieving these goals. For example, the organic traffic on your website may be a KPI of the achievement regarding the desired target if your main objective is to increase revenue by a certain amount in 2021. The rise in organic traffic would therefore be part of your SEO plan.

Selection Of Keywords & Topics:

After you have established your digital marketing objectives, it is time to study your keywords. You may use what you refer to as pillar pages to target your primary keywords.

A pillar page focuses on a key subject or concept, assisted in the main pillar by thematic clusters that are pages centered on sub-sets of subjects. For example, a disaster recovery organization may have a pillar page for “disaster recovery” with subject clusters of disaster recovery services of various kinds (water damage reconstruction, repair of fire damages, etc.) each with their own page.

You may set up secondary clusters to serve each topic cluster in addition to the topic clusters. A subject cluster page aimed at “restore damage to water” can lead to secondary cluster sites for “basement flooding” and “water treatment,” with the same example.

This strategy will allow you to concentrate on getting your pages well ranking for all your keywords-related topics. This is better than concentrating on ranking the keywords individually. You can create a more oriented content and keyword strategy by mapping your main keywords for your pillar pages, theme clusters, and secondary clusters.

Identifying Relevant Long-tail Keywords:

There is no limit on how many clusters you can generate based on a specific pillar while designing your cluster content strategy. The more cluster-themes you make, the more profound the website you will add.

Your pages on the cluster should focus on a particular aspect of the main subject and the necessary long term keywords. Relevant long-tail keywords are three or more words than the primary keywords. In general, these keyword phrases have lower search volumes than the principal keywords.

Why then are keywords of long-tail significance? Firstly, it will help you to recognize deeper issues that have created interest in recognizing important long-tail keywords. Back in our last example, a disasters restoration service provider would be able to capitalize on developing and publishing a blog about under-flood causes if “how do basement floods occur” is recognized as a long-distance keyword under the “water damage” subject cluster.

The second explanation is that long-tail keywords are relevant because people often use voice search using long-tail keyword phrases. In a voice search question, someone would say “how the basement flood occurs” rather than just “basement flooding.” The integration of these keywords into your content enhances the optimization of your website for voice search queries.

When creating cluster content based on long-distance keywords, the only thing you can note is to ensure that you create a different content piece that concentrates on targeting each long-tail keyword and that no overlap is available.

Auditing Your Website’s Current Content:

Since you have your content, keyword, and topic cluster strategy created, you should but in the effort to review the current content on your page before adding new content. A contents audit allows you to recognize content that can be enhanced and content that fits with your newly-defined topic cluster.

When the contents are audited, you should categorize the current contents into what they contain, the contents to update, and the content to remove. You need to remove duplicated content and too barely or poorly ranked content.

You can save a lot of work by reviewing the existing content of the website before creating new content. In certain instances, it would affect your website quicker to update existing content to better target your keywords than adding new content. Identifying ways to enhance existing content helps drive the content development strategy.

Content Creation For Pillar Pages & Topic Cluster:

Now that your column pages, cluster pages, and secondary cluster pages are mapped, it is now time for content to start development. For the overall success of your website, the quality of your website is critical. You must ensure that you produce quality insightful content that is relevant to your target audience. The research you carried out in the previous steps to figure out your subject clusters and keywords will provide you with insights into what kind of content your website will find useful.

The user’s purpose is what is most important to note when creating your content. You need to consider who you would like to find with your questions, someone who is looking for your long-tail keywords to build content that meets these standards.

On-Page SEO Fixation:

You need to ensure that the individual pages are correctly configured when creating content for your websites. This involves the optimization of header tags, meta structures, header tags (H1, H2, & H3), and your keywords. You should also ensure that all of your internal connections function and that broken links are fixed.

Technical SEO Error Fixation:

Technical SEO issues will impact your ranking such as slow loading speeds and disrupted internal ties. It is important to review your site periodically for technical SEO problems and to resolve the key problems. A variety of resources are available to define these problems. Auditing your website once a month will help you identify and resolve these problems easily before they affect your rankings.

Work on Off-Page SEO:

You need to concentrate on creating off-page links once your website is set up and enhanced by new content generated around your foundations and topics clusters. This is critical because backlinks are one of Google’s three key factors for deciding the website ranking.

Some of the best off-page SEO tactics that help you grow your brand and organic search traffic are Link Building, Brand Building, Content Marketing, PR, Local SEO (GMB and Citations), Social Media, Forums, Influencer Marketing, Events, Guest Posting, Podcasts, checking local listing for web designs (designrush.com) & Content Syndication.

Focus On Mobile SEO:

Making sure your content/website is effective from a mobile point of view also should remain a priority since the majority of searches are carried out in this regard. If you concentrate on achieving the lowest mobile-first criteria, 2021 is the year to focus on enhancements to the users’ experience.

It is time to review your pages closely and ensure that they will be intuitive and easy to access for your users and that important information and photos are not hidden from mobile devices. While you have a different desktop/mobile experience, it’s important to note that Google won’t rank your desktop or mobile experiences anymore.

Customer Analytics, Retention & Lifetime Value:

SEO was (mainly) for traffic driving. Yet SEO is much more advanced. Note that in 2021 you have to work harder to close the sales gaps and display ROI more and more to keep the traffic.

With Google developing quicker and faster to instant gratification, it has become even more important for them to take responsibility beyond visits and to marry up UX. The keyword volume takes a back seat. It’s more behavioral research – what your consumers do, how they do it, and how they can do it better – and reverse engineering it to the contents they generate.

Your content after acquisition must respond to your customers’ inquiries, concerns, and needs and you must be aware of these words. Otherwise, you risk affecting those outside your brand. It means knowing and providing useful content for your clients, or risking losing it for someone who knows them better, introduced to them by their trusted buddy, Google.

First, build with the selling and support staff a mechanism to ensure that the problems or requests that can be solved with aid articles are relevant and incoming. Download data with common query modifiers on your Google Search Console to find relevant current themes. Ensure that these are true, realistic, and published on a FAQ-theme page.

Track & Adjust Your SEO Strategy:

You now need to monitor your KPIs and make improvements to produce the best results. Now that you implement your SEO strategy. SEO is a continuous endeavor and you can always change your campaign to make more progress towards your targets. In order to ensure that SEO strategies are applied, you should monitor and record data from your KPIs each month.

A Guide to a Successful Social Media Strategy 2021

A Guide to a Successful Social Media Strategy 2021

by | Dec 14, 2020 | Marketing

What is Social Media Strategy?

There is no one-size-fit-for-all social media strategy. This means what works for others might not work for you.

This is not limited to social media marketing only. Every marketing strategy works the same way – Custom designed plan.

A marketing strategy tailored to meet YOUR business needs is the only strategy that will work for you. Although all of this sounds very obvious, many businesses fail to develop a personal approach. There may be many reasons behind this, including the marketing team you hire, the scope of work defined initially, or the bigger picture that you can see and not the employees.

Then it all boils down to the question – what is the perfect social media strategy?

To answer that question, we will first have a quick rundown on some stats.

Some Social Media Stats

There are over 2.7 billion active users on Facebook as we speak.

YouTube has around 2 billion people logged in currently.

Instagram gained its fast popularity and now has 1 billion people sharing their food pics there.

Then we have other platforms that have not yet reached the “Billion” users figure. Including Twitter, Snapchat, TikTok, and others.

The thing about Instagram (people sharing their food pics) was just the beginning of Instagram. It was a trend that quickly became a reason for youth to move on Instagram. Then they added filters, then more visual elements, and then it reached Billions.

We all know about YouTube and why people are there. Facebook is also a place that is now a whole different world.

The purpose of discussing these stats before sharing the working social media marketing strategy is clear.

It is to acknowledge the overwhelming crowd that will see your content when you share it.

Of course, we are already aware of that. We don’t live in caves.

Yeah, that’s right! That is why so many businesses fail in developing a good marketing strategy for their social media followers.

Here is a list of some social media marketing strategies that are an extract of all the Social Media Marketing Experts’ guides.

Social Media Marketing Strategies For 2021

  1. Share Your Bigger Picture with the Team
  2. Acknowledge the Shortcomings
  3. Identify your Target Audience
  4. Keep an Eye on the Competitors
  5. Relatable Content
  6. Include Some Social Cause
  7. Instant Customer Support

Share Your Bigger Picture With The Team

Business owners often manifest some strategy in their minds. They can clearly see their objectives and goals being achieved with that strategy. What they don’t do is to share the same with their subordinates or employees. Or even if they do, they don’t convey their thoughts the way it was supposed to be. For a successful social media strategy, you need to share those ideas with your team and let everyone come up with their own ideas to carry out that task. This way, you will not only have diverse approaches but also your team will be highly motivated. Their active participation is the key to make your strategy work.

Acknowledge the Shortcomings

For a social media strategy to work, you need to identify the areas where you are weak. If someone owns a company that makes Paints and they lack creativity, it’s a big problem. But there are solutions to every problem. They can, no, they SHOULD hire a team of creative designers that can do all the creativity for them. Social media encompasses several approaches to be on top of the list. You cannot succeed in social media marketing if you don’t have the expertise in all business areas. To create a wow factor in your marketing, you need to master the art of overcoming weaknesses. It all comes down to timely identify all your shortcomings and then re-evaluate your approach.

Identify your Target Audience

This part of the social media strategy is the most important one. Identifying the target audience is not an easy task. It can take considerable time. However, many online tools can now help you with doing this important job. One identification of the target audience is that which we have in our mind. For example, A newspaper agency owner will already know that who will buy their newspaper the most. But this is social media. You never know the actual market unless you roam around in it with the people’s perspective. You need to begin by first having an analysis of your followers and potential followers on Social media. This will already shortlist a large segment of people that may be interested in your product or service. Every social media platform has a unique categorization. Trends of social media can vary significantly from platform to platform.

Not all your target audience may be on a single social media platform. They are scattered all over the internet. Looking up for different things. Consuming social media differently. This is, however, a great opportunity. Yes, this diversity of people’s choice bounds you to be more diverse and creative. But in the end, you can gather a lot of crowd on your business website – if social media marketing is done right.

Keep an Eye on The Competitors

In 2021, there is no way that you don’t check up on your rivals every single day. And for some businesses, this interval may come down to an hourly basis. By staying vigilant, you can easily keep track of what will happen shortly (not some charms or future telling). You need to find out what trend will be dominating the internet in the coming year, month, or week. And this can be found out by dwelling among those who are in competition with you. This can generate tons of new ideas. You can also find out what you were doing wrong. Notice how it is written “what you were doing wrong” instead of “what you are doing wrong”. Because in social media marketing, it is presumed that the business owner will be smart enough to rectify their errors on the “then and there” basis.

Competitors can give you motivation for something that you were too lazy to work on. Competitors also provide real-time analysis of the market that you are working in. In social media, it is effortless to keep track of what your different competitors are doing at any given moment. Therefore, no one must ignore the activities of their rivals (specially on the internet)

Relatable Content

Social media is all about relatability now. We have seen an uttermost evolution of the memes in the past few years. Why memes suddenly became so popular? Because there was nothing but cognitive relatability there. The best entertainment in the world is when you can relate to it. That is what happened with memes. They were random situations, and everyday difficulties turned humorous and made relatable.

Similarly, if the content that you produce for your social media marketing is not relatable to the audience – you are in trouble. People want their interest highlighted by their favorite brand. Oh, and by the way, a brand becomes a favorite when it resonates with our vibes. Keeping an eye on the current trends and recognizing the most relatable one can be challenging. But doing the same thing over and over makes it simple. Social media can either make or break your image within a few minutes. And that is why it is better to create content that can always uplift your audience. It is also crucial to keep everything neutral and unbiased in your marketing campaign to stay in a positive circle.

Include Some Social Cause

2021 is the year where everyone is going to be highly aware of their surroundings. It is already the case, but each year it gets more intense. People are aware of their rights and duties. People care for the environment and appreciate those who take some initiatives for the social cause. On social media, you can grab many followers by starting some campaigns to improve anything that is corrupted. For example, you can just run a “hashtag” about any problem related to your business for starters.

If the same is done in real life, the better. People like companies that promote education. Businesses who use the strategy of ‘educating their audience’ to promote their brand have higher chances of success.

Instant Customer Support

 No, we are not talking about chatbots who are good for nothing. People today want everything instantly and spontaneously. Chatbots are useful for the instant part but fail badly at spontaneity. Although there has been a significant improvement in the AI algorithms of the chatbots. Still, they are not as efficient as humans. An excellent social media strategy is where your customers can approach human customer support instantly.

The Take-Away

There is a lot more to it than just these seven strategies. When you have a proper follow-up of the basics, which this guide provides, you can develop your own custom-made social media strategies. This guide is a starter pack for those who want to make their name in the world of social media. It is, by all means, merely a collection of the most sought-after trends of social media. If something doesn’t work out for you, maybe you are not doing it right. Or perhaps that is not the right thing, to begin with. As we mentioned in the beginning that not every strategy works for every business. This, however, can only be learned after experimenting with all the possible approaches. 

Top 10 Digital Marketing Trends in 2021

Top 10 Digital Marketing Trends in 2021

by | Dec 11, 2020 | Marketing

Digital Media is an ever-evolving industry. It will keep on getting better every year. To fully understand digital marketing, we need to understand the contemporary trends. The existing trends of marketing in this domain.  

Since the internet made its way into mainstream media, many companies went out of business. Sounds strange, right? The reason? They couldn’t adapt accordingly. Digital marketing is not something where you survive on your own rules. It forces everyone to either adapt to the latest trends or create one. Trendsetters are always fewer. While the followers of trends are in great numbers, and that’s the beauty of Trends.

We will now focus on contemporary and upcoming trends in Digital Marketing. These trends are not new, rather only the latest forms of the prevalent dominating trends. Read on to find out what we actually mean.

Here Are The Top 10 Digital Marketing Trends of 2021

  1. Customization
  2. Social Media Platforms
  3. SEO vs PPC
  4. Voice Activated Systems
  5. Minimalist Designs
  6. Omnichannel Consumerism
  7. Chatbots are going to Be More Interactive
  8. Compulsory Ads
  9. Video Content
  10. Everything is Branded

Customization

As we see advancements in Digital marketing, it can be observed that every other ‘app’ tends to be more personal now. While apps are not evolving in their primary function, they keep adding more features that focus on ‘customization’. This can easily be understood by only looking at the ‘Dark mode’ trend rapidly overtaking all the apps. Facebook, WhatsApp, Gmail, and even your personal browsers have enabled this Dark mode feature to make the user experience more customizable or personal. In general, this trend doesn’t look like something that can drown your business if you don’t adopt it, but actually, it does. And no one took that risk so far.

The most human-computer interaction is now through mobile phones. Everything we do on our phones is through apps. And those apps are getting more and more personal. As a user, it doesn’t even make any difference. Creating something that can be personalized is a tough challenge for a business owner. You have to balance your originality while offering these customizations.

Social Media Platforms

When we talk about Social Media platforms, the first one that will be discussed until the end of 2030 will be Facebook. Not because it is the most dominating one (It’s not), but because we all have seen the peak of this platform. Now we are also seeing its decline. Facebook gained its popularity faster than any other Digital marketing trend. But very soon, it has lost its distinct feel. They are not even at fault because they adapted almost every latest trend.

The one thing that Facebook could not care about was to have that one distinct feature that could make it stand out from the rest. For example, Instagram and Snapchat became readily acceptable because of their dominant visual element. YouTube was and still is the biggest Video Hub that provides a premium video broadcasting market. Twitter can’t lose its audience because there are Celebrities and Influencers there with their ‘real’ accounts. While Facebook has become a place where controversies originate. At least, those who are ‘Woke’ believe it to be true. The fact that Facebook is consumed by 46% of people who are 65 years old is also something that creates a lot of trouble for the stakeholders. The youth is more into Instagram and other, more visually dominating platforms.

SEO vs PPC

Google is proven to make more money in times of recession. When every other business goes down, Google still goes up. The reason: you can advertise your business on Google and multiply your revenues under challenging times just like Covid-19. During the first wave of Covid-19, companies started heavier marketing campaigns to stay in the limelight. However, organic SEO is a gradual and time taking strategy and will always remain the same way, perhaps. When you go for Pay Per Click, you not only skip all that waiting period but also increase your chances of gaining more authority in the market.

While a regular user doesn’t even understand how SEO works and why you see the organic links above than the other ones. This battle between organic and paid content marketing is of no competition. SEO vs PPC is no match. Pay Per Click will always bring more money faster. At the same time, SEO will work its way organically and by battling through Google’s Algorithms. 

Now we move towards technologies that have been there for a long time. But we will be seeing more of their usage in 2021. Devices are getting smarter and smarter, and this flood of convenience is making people more technology-dependent. The surge of technological advancement is not new. Still, every day a new algorithm is introduced to optimize the existing technology.

Voice Activated Systems

Although we are already seeing too many devices encompassing voice command activation, 2021 will be flooded with such systems. Every other app will be having some dedicated features to cater to this trend as they did with the “Dark mode”. Further optimizations are expected in this area to make the devices more accurate in voice recognition. Voice personalization such as security and privacy features are also on the way.

Minimalist Designs

Minimalism in branding is also a trendy concept. However, depending on the reduced attention spans, this design segmentation is here to stay. In 2021, minimalism in websites, new and existing apps, marketing material, and even written content can be highly expected. We already see the top Blogs being very blunt and to the point. But in the future, everyone has to adopt this sense of minimalistic approach in their designs. This trend can cause difficulties for those businesses that rely on educating the public with detailed content. People tend to prefer shorter and concise material now, which will further increase in the coming years.

Omnichannel Consumerism

With the increasing consumerism and consumerism transforming into hyper-consumerism, people need more ways to interact with their favorite brands. While many big brands have already made their services omnichannel, there are still more ways to explore. And for the brands that are still relying on the old school marketing techniques and based on their limited sources will definitely have to adapt to survive in the Digital Marketing world.

Chatbots are going to be more interactive

AI and Digital Marketing go hand in hand. This could sound very strange a decade ago. Still, now we see a lot of utilization of Artificial Intelligence in Digital Marketing. Chatbots are the most common example of AI in action. As more people want their interactions to be through messages and/or emails, chatbots will be there for them. Most people today avoid human interaction through voice calls or other means. They feel comfortable chatting with whoever is on the other end. Chatbots are going to further interactive and spontaneous in 2021.

Compulsory Ads.

When ads started to pop-up in YouTube videos for the first time, people were quite annoyed about them. Gradually those ads became usual, and then after some time, multiple ads started to pop up. Now we see some ads cannot be skipped. Similar is with the free apps that we use. We see ads there all the time, and we know that they can’t be ignored, and still, we are not that much annoyed. Take smartphone games, for example; for reviving your character in the game, you need to watch an ad of 30 seconds to 1 minute, and you are okay with it. 2021 is going to be more flooded with non-skippable ads.

Video Content

We all know how important video content has become in past few years. But the fact that all the content that is marketed, the video has taken a massive portion of it. There is going to be no escape from the video content in the years to come. No brand can survive without making use of the video content in 2021.

Everything is Branded

Branding has become the air and water of today’s digital world. For good recognition and following, even an influencer has to become a Brand. People hardly follow those who are organic and against brands. The reason is you can flaunt about it. And what can’t be exhibited is going to be out of the market. Brands are in competition with each other, but now their match is with their own previous strategies. This can be seen by merely observing some of the massive digital marketing campaigns.

Bottom Line

Whatever the trends that emerged in 2020 were immensely suppressed because of the current Pandemic. Suppose this continues to stay in 2021 (which no one wants anymore). In that case, there will be very limited innovations in the current trends. The other possibility is that people will be habitual of it, and all the hustle and bustle will coexist with the Corona Virus. But suppose there is any chance of this Virus to completely vanish in 2021. Then, we will see a surge of all the digital marketing trends. The trends that were postponed or suppressed because of the Virus. 

Guide to Understanding Color Theory in 2021

Guide to Understanding Color Theory in 2021

by | Dec 9, 2020 | Designing and Development

Introduction

Whatever we see with our eyes is called a visual. And the shades that we see things in are simply called colors. But there is a lot more than just ‘shades’ in color theory. A Color theory basically deals with all that goes into explaining different psychological perspectives of colors and their related phenomenon. In 2021, it will be difficult to gather all the concepts and theories together in one small read. However, we have tried to pack all the misunderstandings and the concepts and theories that can help understand color theory.

We Have Covered The Following Topics in This Post

  1. Color Theory Misunderstood
  2. Color and its Fundamentals
  3. Our Perception and Color
  4. See For Yourself
  5. Color Theory and Color Wheel
  6. Modern Color Theory
  7. In-depth Scientific Understanding
  8. Colors, Branding, and Emotions
  9. Why Do Brands Consider Color So Much?
  10. What to Consider in Your Logo for Those Who are Color Blind?
  11. What Color is Your Brain?

Color Theory Misunderstood

When you search on the internet with the keyword “color theory”, many articles spreading too much misinformation on the subject will show up. Some define it as a set/guideline used by designers to facilitate their customers. Or some only rely on the color wheel to explain the entire color theory. However, there is much more than that color wheel into color theory. Neither is it a tool for designers only. Color theory is misunderstood by many people because of such unresearched material. Before we begin with the theory and color wheel, here are some basic definitions that will help understand the said theory in a sophisticated manner.

“The following definitions have been carefully extracted from the book ‘Color Theory and its application in Art and Design’ ”

~ George A. Agoston

Color and its Fundamentals

Color is perceived to be a ‘property of materials’. In everyday life, whatever we see around us is some sort of material (in any state of matter), and the association of its visibility to our eyes is called the color of that material. We associate everything to our perceptions with their colors. We all know what color the sky is. Blue! Of course! Oh, wait, it’s Gray. Is it blue or is it gray? We will leave that to you for now.

Our Perception and Color

Whenever we buy a new t-shirt, we come home and register its color to our eyes in bright white light or daylight. And then that color is associated with the t-shirt. Now even if it looks different shade at night, we are not bothered. For example, you are wearing a shirt that you know is gray and someone meets you and says that the color of your shirt is sky blue. What would you tell that person?

Maybe you will begin by telling them that no, it is actually gray, but because of lighting conditions, it appears sky blue. This is a simple phenomenon of our association of colors with objects. For the one who saw it in a different light and thought it was sky blue was right in his place. But you will insist that it is gray – no matter what. So, now we know that color is all about the presence of light. Everything can change its colors according to the available light. Basically, the light emitted from every object is what we see.

See For Yourself

One more example of seeing one color in two different shades is an experiment that anyone can perform to experience it. Take two sheets/papers, one in gray color and one in dull red. Now draw a circle in the middle of both the sheets with green color. Make sure that the green color is exactly the same for both sheets. Now on observation, the same green color will look entirely different on both the sheets. This phenomenon is explained as ‘simultaneous color contrast’.

Color Theory and Color Wheel

Usually, the color theory is referred back to the color wheel invented by Isaac Newton in 1666. That stands true for the invention of color wheel by Newton, but the theory has been evolved since then. There have been many modifications and amendments in this theory according to changing trends of art and design.  First, let’s demonstrate what a color wheel is.

A color wheel is an organization of primary colors: red, yellow, and blue. And all the other hues and shades in a logical sequence or order. There are three main classifications in color wheel: Primary Colors, Secondary colors and Tertiary Colors.

As discussed above, primary colors include red, yellow, and blue.

The secondary group of colors consists of the combinations of colors from the primary group. But those combinations are not random to avoid confusion and random results. Therefore, only three colors have been organized in this group and they are Green, orange, and purple.

Then we have the third group, where color is formed by mixing a secondary color with a primary color. This list can include a lot of tertiary hues. Some of them are:

blue-green, yellow-green, red-purple, red-orange, yellow-orange, and blue-purple.

Now we move forward to understanding what a modern color theory has to offer.

Modern Color Theory

Although not very modern but at least an update of Newton’s theory that was proposed back in the 16th century is presented below. This theory is inspired by the Book titled “Color Theory and its application in Art and Design” by George A. Agoston.

Most of the objects that we see are non-luminous (do not emit their own light). It means that the colors of the objects that we see are because of the light falling on their surface and then scattering of that light. This light from the luminous objects such as a lamp, sun, or any light source, can fall directly on the objects or it may go to their surface after falling on some other material. For example, your side table may not be directly under the lamp and the light from your ceiling light falls on it after falling on the bed.

In-depth Scientific Understanding

The absorption of light in the receptor cells results in a complex process of generating and modifying electrical potentials to produce four receptor signals that are further modified by intercellular connections and finally coded into a light-dark and two-color difference signals. These three coded signals are converted into electrical spike discharges by the top layer of nerve cells; they are then transmitted by optic nerve fibers to the cortex of the brain.

Colors, Branding, and Emotions

In the world of branding, colors play a crucial role. Every big brand is associated with some colors. For example, if a normal audience is asked what brand comes to their mind when they see the color “Red”. Most of the people say “Coca-Cola”, the remaining might say Levi’s. But not many variations can be expected because these brands have enforced that they are represented by the Red color.

Similarly, in the world of digital media, what website is represented by classic blue color? A natural answer is Facebook. What logo has blue, red, yellow, and green colors in it? Google. By the way, Microsoft also has the same colors as Google, but not many people directly think of that. This is because of their frequent interaction with Google.

Why Do Brands Consider Color So Much?

The answer can be found in the above discussion. But for more simpler understanding, Colors have a deep connection with our emotions, according to Psychology. Some colors are considered as more energetic and passionate, while others exhibit peace and harmony. The warmer colors such as red, orange, yellow are associated with energy and passion. Whereas the cooler colors like blue, purple, green express serenity and calmness. The gray family advocates earnestness and seriousness.

Some more emotions associated with colors are discussed below

White

White shows peace, simplicity, and minimalism

Black

Black represents something serious and sophisticated

Gray

Gray signifies earnestness and professionalism

Brown

Brown gives a feeling of familiarity and friendliness

Red

Red shows energy and passion

Purple

Purple is the definition of tranquility and serenity

Green

Of course, close to nature and refreshing

What to Consider in Your Logo for Those Who are Color Blind?

Color blindness has many different degrees and variations. Some people might not be able to pick few basic colors when mixed with other similar colors. While other people with this deficiency may experience difficulty in identifying colors in dark. When deciding the colors for your brand, make sure that there is no amalgamation of primary colors in a way that can confuse the people with color blindness. According to statistics, there are around 350 million people in the world that are color blind. Meaning that you might miss out on quiet a big chunk of population by making any mistake with the color selection.

Experts suggest that the colors of any brand should not exceed more than three different shades. To keep it simple, unique, and neat, it is always recommended to go for the colors that suit your brand’s personality and do not exceed more than three colors. Exceptions are always there such as Google (they already claim that they don’t follow the rules).  

What Color is Your Brain?

When we talk about colors and color theory, neglecting this amazing concept of Colored Brains by Arthur Carmazzi, will be total injustice. This is a great concept that was introduced by Carmazzi and is still valid and doing wonders.

This is not just a theory but more of a deterministic test where you have to answer a series of questions and then, based on your answers, a graph is generated by the total score that you got on the test. That graph locates your brain color out of one of the four colors, including Blue, Green, Purple, and Red.

According to Colored Brain team, these colors correspond to the brain’s functionality. It’s not that any of the four colors is more superior than the others. But all four represent the difference of processing that our brain does. For example, Green shows the chaotic processing of information. The Blue brain is associated with intuitive processing. The red one processes everything in a linear manner. While the purple one is associated with relational processing.

What this test does is that it not only determines your brain color but also tells you how exactly your brain processes the information. What patterns does your brain follow when processing anything? This helps in understanding the complexities of our own brain. It also helps us identify the different patterns of thinking and processing information.

Conclusion

Although many theories and definitions have been discussed above, but few things are constant among all of them. One being the very fact that certain colors represent certain emotions. This is indeed a constantly true concept and stands valid even today. Secondly, the color spectrum that was represented on a color wheel by Newton will remain a very big contribution in all the theories associated with Colors.   

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