“The first point of interaction is shaped by the color, and color is the most memorable sense. Before anything else, they [customers] see color.” – Leslie Harrington, executive director of The Color Association and a color consultant
If you’ve been indecisive or cavalier about your brand’s color until now, consider this: according to Inc.com’s Eric Markowitz, case studies revealed that brand color influences people’s buying decision by 60 to 80 percent.
So, with that in mind, what’s your business color? If you haven’t chosen one yet or you’re ready to rebrand your company, here’s a primer for you (including Marketo.com’s detailed infographic) of business colors and their psychological meanings.
(You’ll want to bookmark this.)
9 Key Business Brand Colors and Their Meanings
Red: aggressive, attention-grabbing, provocative, energetic
Orange: exuberant, fun, playful, vitality
Yellow: motivation, light, positivity, warmth, creativity
Green: health, serenity, prestige, wealth
Blue: trustworthy, responsible, secure, dependable
Purple: nostalgia, mystery, royalty, sophistication, spirituality
Brown: earthlike, simplistic, durable, natural
Black: prestige, value, sophistication, timeliness
White: soft, noble, clean, pure
Now that you know the colors, here’s how you can use them.
Brand color versatility can help, by the way.
Rest assured, you’re never confined to using just one color for your brand, but if that works, then by all means use it. According to Marketo.com’s infographic below, 95% of the world’s top brands use one or two colors, while the remaining 5% use more than two.
Furthermore, Markowitz’s article mentions that having a two- or multicolor brand at the outset is helpful in rebranding: when you decide to give your company a fresh face, but perhaps wish to hang on to part of its reliant past, rebranding can be as simple as losing one color and keeping the other(s).
Notice Wendy’s recent makeover? Its iconic logo was red and white with a yellow accent for many years, but they’ve now dropped the yellow.
Whatever brand color(s) you choose, keep things consistent.
Branding is a key part of your company’s identity, so be sure to include your brand color(s) in everything your company produces – your social media accounts, printed marketing materials (ads, brochures, flyers, reports, white papers, folders/packaging, and books), and in digital marketing (blogs, video graphics, webinars, slideshows, and the company logo).
Using inconsistent coloring creates customer/client confusion. Make sure your company stays on message with what it stands for, and your prospects will follow suit.
We at Ready Inc. can take the bite out of the branding process and consult with you to design an identity that’s right for your business. Contact us to learn more.
Flickr photo by pawpaw67.