As a small business owner, you have a meaningful understanding of the colour of money but how about the colour of your business? Learn whether the colours of your business puts your customers in a buying mood or creates the wrong perception of your company.
The Science of Colors
It seems hard to believe that colours can have an impact on our body and mind. However, scientists know colours can influence our body's physiology and mental states. In a study by Wohlfarth and Sam, the colour environment of 14 handicapped children was altered resulting in a measurable change in blood pressure and a decrease in aggressive behavior. The science of colours has been used by market researchers to determine how best to apply this knowledge to influence customer's perceptions of businesses.
The power of colours stimulates our nervous system and evokes emotional states. The colours of our environment travells through our eyes to our brain causing various hormonal releases. But forget the science, what does the meaning of colours do for your business?
The Meaning of Colors and Your Business
The meaning of colours varies depending on one's culture, race, gender, and even age. So, it isn't just the selection of colours in general but also which colours to use with your target customers. For instance, white is often associated with weddings in North America and evokes the feeling of innocence. In Eastern cultures, white signifies death. An exporter of white wedding gowns to China would go broke in no time.
Colours can be combined to signify meaning to a culture. In the western world, green and red are associated with Christmas, while black and orange represent Halloween.
Several large brand name companies are associated with their corporate colours. IBM- Big Blue signifies stability and conservatism. UPS- Brown symbolizes longevity and reliability. A colour can be connected to a product like Tide; in the bold orange box, evoking the feeling of vibrance.
Consider the meaning of the following colours on your business marketing (in North American culture):
- White: Pure. Clean. Youthful. It's a neutral colour that can imply purity in fashion and sterilization in the medical profession.
- Black: Power. Elegant. Secretive. The colour black can target your high-end market or be used in youth marketing to add mystery to your image.
- Red: Passion. Excitement. Danger. Red is the colour of attention, causing the blood pressure and heart rate to rise. Use red to inject excitement into your brand.
- Orange: Vibrant. Energy. Play. Add some fun to your company if you want to create a playful environment for your customers.
- Yellow: Happy. Warm. Alert. Yellow can be an attractor for your business with a relaxed feeling.
- Green: Natural. Healthy. Plentiful. To create a calming effect or growth image choose green. Go green go.
- Purple: Royalty. Wise. Celebration. Maybe add some purple tones to your look for your premium service business.
- Blue: Loyal. Peaceful. Trustworthy. Blue is the most popular and neutral color on a global scale. A safe choice for a business building customer loyalty.
Consider how these colors are used in your company marketing materials from logos and brochures to business cards and uniforms. Are your colours projecting the personality and image you want? If not, it could be time for a colour makeover.
In the end, remember colours have meaning. A white flag means surrender, however, if you have never seen a war the colour is insignificant. It all depends on the experiences of the observer. Consider your colours and customers to best choose your winning colour for your small business.
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