What Are Your Business Colors Saying About You?
“Colour is my day-long obsession, joy and torment.” — Claude Monet
“I found I could say things with color and shapes that I couldn’t say any other way — things I had no words for.” — Georgia O’Keeffe
Who makes your business’ color choices and how are these choices made? (Is your logo blue because that’s your favorite color? Does your graphic designer choose colors because they are popular?) What are the colors in your advertising and collateral actually saying about you? And why is it so important?
According to recent research, people are 55% more likely to pick up a piece printed in color. The use of color increases retention by an average of 65%. Using color in printed material increases readership by up to 80%. And color can increase the likelihood of a purchase by 80% or more. (Taken from Color Your Business: Develop a Color Marketing Scheme)
The colors in your marketing materials involve the emotions and senses in a way that cannot easily be explained. Colors can convey information about your brand, visually engage potential clients, and involve their senses, memories, and responses. So it’s important to choose a website or graphic designer who makes adept use of color combinations to help you achieve your marketing goals.
Before I briefly list basic color connotations, please remember: Everyone’s reactions to color will differ slightly based on their personal experiences. Western color connotations will differ from those of Eastern cultures. Almost every color has warm and cool shades. The temperature of the color will also dictate usage.
Red. Strength, passion, excitement, stimulation, energy, attention, danger.
Pink. Youthfulness, romance, energy, fun, sentimental.
Orange. Warmth, energy, whimsy, friendly, vibrant, cheerful, youthful, fun.
Yellow. Happiness, sunshine, energy, optimism, warmth, alertness, enlightenment, creativity.
Green. Freshness, nature, energy, growth, refreshment, healing, tranquility, wealth.
Blue. Trust, loyalty, peace, coolness, dependability, security, serenity, stability, trustworthiness.
Purple. Royalty, wisdom, mystery, spirituality, nostalgia.
Brown. Old-fashioned, earthy, stability, upscale.
Black. Power, mystery, sorrow, strength, elegance.
White. Purity, cleanness, innocence, simplicity, youth, sterile.
Book Recommendation: A Pantone Color Resource. COLOR: messages & meanings.
For a color consultation or analysis of your current marketing materials and website, call Mindspring Design at (856) 393-0385.
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