Instagram is worth a thousand words. The utilization of Instagram as a key social media marketing strategy

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and black with lots of lights, which is different from Wego, a Japanese clothing brand with pastel colorful pictures. Figure 7: Instagram account feed of @floralpunk and @wego_official (screenshot) Then, why color matters that much? According to the Institute of color research, 92,6% put most importance on visual factors when purchasing products; color helps to increase brand recognition by up to 80%; natural and living color does more than just appeal, it is worth memory-wise; 92% believe color presents an image of impressive quality, 90% feel color can assist in attracting new customers (Morton 2010.) Therefore, it can be beneficial if the color scheme is well put-together and consistent and associated with the brand be- cause it helps the brand to be different, outstanding from competitors (Miles 2014, 108.) Graphic style stays close with the color palette. On Instagram, it is the style or the content of the picture and how it is displayed in the Instagram feed. Through that, followers can decide what kind of person the brand is, an elegant classy woman with green lifestyle or a young hippy gipsy girl with cool attitude. Below are a few screenshots of some brands displaying reasonable, suitable and consistent color graphic style with the brands. 12

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