Colour is more than just aesthetics.
According to research by Colorcom, up to 90 per cent of all of our decisions are based on colour alone. Your choice of colours used for your business branding can influence how your audience see your company.
It’s not just about aesthetics; colour psychology is as important for your business as the name of it. Are your branding colours delivering the right message?
It’s no coincidence that a popular branding colour for accountants or law firms is blue. It conveys reliability, professionalism and trust; just the kind of qualities you expect to see from this kind of firm. At the other end of the scale, a nursery school might opt for yellow or orange because these colours reflect friendliness, happiness and fun.
So, should you follow the convention and go with the colour most associated with your type of business? Or should you try to pick a colour or combination of colours that stand out amongst the crowd? For example, if you were a recycling company, green and brown might be a little safe and overused. However, you might consider combining those colours with a little orange to bring a sense of fun and warmth to your peaceful and harmonious green.
Are you feeling lucky?
Another thing to consider, when choosing colours, is that all colours have both positive and negative connotations. For example, red might evoke strength, power, passion and courage but it might also suggest aggression, danger or rage.
The colour red could also mean different things to different cultures. In China red is considered lucky and brings happiness and prosperity, while red is seen as the colour of mourning in South Africa.
It’s not just the colour in its purest form that you need to worry about either. There are over 445 named red colours on the internet and all project subtle messages. As a business, you might not consider traffic light red as a colour, but a dark claret might be just the ticket.
So before you commit to your colour ask yourself this:
• What emotion do I want people to feel when they see my logo?
• What colours would I like to associate my business with?
• What colours best suit my category of business?
Take this fun colour quiz to find out what you already know about colour psychology. Click here
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