Choosing the Best Color for Your Business

Posted in Business Strategy, Marketing | 15 comments

Do your 2016 plans include redesigning your store or office space, revamping your website, or changing your product packaging? Well, it pays to know the colors you are currently using and will choose have a big impact on your business, your team, and your customers.

It’s true that colors play a major role in our lives as business owners and in the lives of our customers – from brand recognition and customer’s decision-making process, to the mood and productivity of your team.

Color is the first touch point of the customer and one of the most-remembered elements of your business. It holds a powerful ability in conveying your message and expressing your personality.  It has a unique way to make or break the success of a business.

Your business will be associated with the colors with which you have represented your brand. It can create an impact on the overall performance of your business. It might seem like a simple thing, but color decision is not an artistic choice or a designer preference, but your grounded business decision.

Understanding the Impact of Color Psychology

Color influences our emotions in different ways. You can’t simply choose your favorite color for your store, website or product. It would be useful to know the psychological attributes associated with different colors.

Big companies and successful businesses choose their colors carefully and are using color psychology to boost their sales.

For example, Coca-Cola uses red as its dominant color, while Samsung uses blue. Starbucks, another  global brand use green as its primary color – as a way to promote a sense of relaxation in their cafe and invite customers in to take a coffee break.

McDonald’s uses vibrant, high-energy color combinations of red and yellow. These colors appeal to children and customers’ appetites. The colors set an atmosphere of positivity, cheeriness and create a sense of urgency.

What do colors mean and the messages they bring across?

Here’s a brief rundown:

• Red: Love, passion, confidence, excitement, energy, aggression, strength
• Orange: Optimism, joy, originality, energy, warmth, enthusiasm, innovation
• Yellow: Hope, cheerfulness, happiness, optimism, youthfulness, playfulness
• Green: Nature, growth, life, relaxation, harmony, freshness, wealth
• Blue: Trust, loyalty, integrity, security, peace, calmness, intelligence, professionalism
• Purple: Royalty, luxury, mystery, power, dignity
• Pink: Romance, femininity, fun, kind-heartedness, calmness, gentleness
• White: Purity, cleanliness, clarity, innocence, wholesomeness
• Black: Power, strength, prestige, luxury, elegance, dominance

While these associations are neither rules nor are they restrictive; you want to consider how your choice of colors could impact your business.

For instance, red is associated with love, making the color dominant during Valentine’s day. Also, this is best during sale events and markdowns as it creates a sense of urgency. However, too much can overwhelm. Yellow signifies happiness and fresh beginnings, but it is commonly used for danger signs and may mean cowardice at some point. Black is a strong color that sends a confident message to customers, but it is also associated with villainy and death.

Choose Colors That Work Best

The right colors and combination can define your business’s strengths and attract customers while the wrong ones will have an adverse effect.

1. Know your focus. Think about the message and values you wish to convey. Choose which fits your brand best.
2. Know how colors translate, especially if you have a global brand. For instance, Western cultures attribute white to purity, but it means death in the Eastern culture.
3. Know how colors convey appropriate message to your customers and target clients. Would pink be the best if most of your customers are male?

Whether for your product marketing campaign, website, store, etc., colors have a significant effect. Choose colors that fit perfectly with your brand and the overall image you want to portray for your business.

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