But not grey!
Data is incredibly valuable.
It can tell us a lot, to help us understand what our ideal customer is thinking about – their worries, feelings and what they really want.
However, data can be complicated and often at first glance it might not give you what you were looking for.
Consider the colour of cars for example.
Data has shown that red cars are the most likely to be involved in accidents! 😱
This seems strange at first sight – a red car is hard to miss on the roads, being bright and distinctive, whereas the least likely car to be involved in a crash, grey could easily fade into the background of our roads.
But, by delving deeper into the figures, and applying a little knowledge of human behaviour and psychology, we can understand the data behind this.
The most popular colour for sports cars is red (although I did have a British racing green one in my twenties – however it was an MG and there’s no other colour for them in my opinion 😉).
Add in the fact that people who buy sports cars tend to be younger, or going through a midlife crisis, you start to see a picture the data is painting.
A sports car is often bought for a specific reason. The car’s speed and manoeuvrability may be tested and a few risks may be taken.
Obviously, not every young person who buys a red sports car will be involved in a crash, so it’s important when looking at data, that we understand the picture it’s telling us.
This also applies when it comes to the rules governing our marketing.
They give us a lot of do’s and don’ts, but you need to understand how to apply them to your business so you stay on the right side of the law .
If you need help in your marketing and advertising, you know where I am.