Microcontent is the creation of smaller pieces of content that tell a particular story. These smaller pieces of content are very shareable, which is incredibly useful if you have social distribution in mind. Small in stature but they can provide huge value to your content marketing strategy. How appealing and digestible they are depends on how well they are crafted and presenter to their consumer. To make an impact with your online marketing you need to make a great impression with colourful content. It is more and more important as an online marketer to deliver a visual feast for the user which is essentially selling an experience of the online content. One of the most powerful ways to do this is through the use of colour.

Colour plays a pivotal role in micro content consumption online.


The impact of colors affects more than our sense of sight (hold on – here comes the science bit). Humans process visual information first through their eyes before the information that they see visually reaches their brains. Sight is the ability  of the eyes to focus and detect images of visible light through  the retina of each eye. This in turn generates electrical nerve impulses for all the varying colors, saturations and hues. The nervous system is essentially the body’s electrical wiring. It’s comprised of an intricate and complex collection of nerves and cells called neurons. The nervous system in Humans coordinates all voluntary and involuntary actions and transmits signals to and from different parts of its body. There are two types of photoreceptors: rods and cones. Rods are very sensitive to light, but do not distinguish colors. It is the Cones that distinguish the different colors for a person. Colours have a direct effect on influencing mood and behaviour in Humans. In particular it is colours that are in harmony with one another that appeal the most.

Psychological Properties Of Colours

With thanks to their nervous system humans are all affected equally by colour psychologically.It has been scientifically proven that different hues affects specific psychological states. This in turn influences different behaviors. Irrespective of race or gender all humans are all impacted in the same manner. This in turn means their behaviour is predictable.

In turn colours heavily influence how online users see brands. Purchasing intent is deeply affected by colours due to how the brand is perceived. Colour is of vast importance when considering your brand’s identity. Shopping, afterall is the art of persuasion by retailers.

Colour sells but only the correct combination of colours will persuade the potential buyer to purchase.

Colour Theory

The very first colour principles appeared in the writings of the Italians Leone Battista Alberti and Leonardo Da Vinci in the 15th century. However a tradition of “Colour Theory” only really began in the 18th century. It kicked off around the controversy of Issac Newton’s theory of colour (Opticks, 1704) and the nature of primary colours. Color harmony provides a sense of order. Colour can have a massive emotional impact on us. Warm colors are stimulating whilst cool ones feel more still and soothing. Clever application of color can make all the difference to the consumer.

Some of our favourite colour tools we’d like to recommend for picking colours and colour combinations include:

Paletton  An easy-to-use tool for identify corresponding colors in a number of different schemes.

Stylify Me A reverse-engineering device, this calculates the color codes of any other website. It allows you to discover colours used on specific sites.

Material Palette Helps you to choose your colours in Material Design.

Colour Theory can be directly applied to your Social Microcontent and have a tremendous impact on your marketing, brand and sales online.