By Kristina Celin on January 4, 2021
Like, it’s kind of a big deal.
Research has shown color can impact how potential customers perceive your business and its products and services. It can even encourage or discourage them from taking action.
Cue Google and the 41 shades of blue episode. You know, as in that time back in 2009 where the company invested time and money researching the exact color code combination that was most effective in making users click on text ads.
All of this suggests color can directly impact your bottom line and is one of those critical elements to meditate on thoroughly. So don’t just spin the color wheel of fortune, if you get my drift. Really think about your brand colors and how they represent you.
For example, if you want to be perceived as reliable, then blue is a great choice. Glam… go purple. Modern and fun…. consider yellow. Choose wisely, my friends, for every color carries meaning along with it.
Now let’s look at each color individually…
What it says about your business: Energetic, Exciting, Motivating, Passionate
It makes people: Take action, Feel hungry
Used effectively in: Fast food, Grocery stores, News channels, Video gaming
Brand examples: McDonald’s, Coca Cola, Target, CNN, Nintendo
PinkWhat it says about your business: Empathetic, Nurturing, Romantic, Hopeful
It makes people: Feel attractive, Promote a cause, Feel feminine
Used effectively in: Social campaigns, Cosmetics, Salons, Fashion, Candy stores
Brand examples: Barbie, Breast Cancer Awareness, Victoria’s Secret, Benefit
* Bright pink = teenage girls market
* Dull pink = middle aged to older market
OrangeWhat it says about your business: Cheerful, Warm, Creative, Risk-taking
It makes people: Feel hungry, Feel young and adventurous, Play sports
Used effectively in: Fast food and Diners, Travel websites, Sports teams
Brand examples: Orange Julius, easyJet.com, Harley Davidson, Fanta, Nickelodeon, Broncos
What it says about your business: Modern, Optimistic, Original, Communication-oriented, Analytical, Clear vision
It makes people: Cheerful, Playful, Inspired, Think logically
Used effectively in: Communications, Children products, Lifestyle products, Safety
Brand examples: Snapchat, Nikon, Forever 21, Sprint, National Geographic, IKEA, Best Buy
What it says about your business: Social, Forward-thinking, Healthy, Environmentally-conscious
It makes people: GO!, Think about potential, Feel healthy
Used effectively in: Financial companies, Organic products, Technology and Apps
Brand examples: Whole Foods, WhatsApp, Android, John Deere, BP, Starbucks, Subway, Xbox
* Lime green = New & fresh with potential
What it says about your business: Reliable, Intelligent, Loyal, Responsible, Professional
It makes people: Trust you
Used effectively in: Technology, Medical Industry, Politics, Legal, Accounting, Travel
Brand examples: Facebook, Twitter, LinkedIn, IBM, Dell, Ford, Blue Cross Blue Shield
What it says about your business: Sophisticated with good taste, High-quality, Royal, Majestic
It makes people: Feel glamorous and charming
Used effectively in: High-end products especially for women, Fashion, Handcrafts
Brand examples: Hallmark, Aussie, Cadbury, Colorado Rockies, Curves, Yahoo!
Gray usually gets minimum attention. No one talks about it much, likely because it is so neutral and lacks the energy that the others colors have. But I feel it has its place in the world of color selection. Gray is a “safe” color that works great when combined with other stronger colors. For example, blue + gray = credible. Gold + gray = high-quality. Turquoise + gray = high-tech. Going silver is also an option. Think: Audi and Apple.
What it says about your business: Practical, Dependable, Natural, Earthy
It makes people: Comfortable and feel homely
Used effectively in: Chocolate and other comfort foods, organic wholesome agricultural products, Outdoor services or products.
Brand examples: UPS, m&m’s, Blue Bell, Gloria Jean’s Coffees, Nutiva
What it says about your business: Sophisticated, Authoritative, Expensive
It makes people: Feel chic and mysterious; strong and in control
Used effectively in: Expensive high-end products like luxury cars and fashion
Brand examples: Lamborghini, CHANEL, Jaguar, Hugo Boss, Gucci
In terms of color usage and particularly for logos, it is always important to have a white version of your logo. White, the equal balance of all the colors of the spectrum, carries with it connotations of cleanliness, simplicity and openness. Plus, practically speaking, it’s so versatile that you can use it with ANYTHING… as in, your white logo can go against any color background, or any photo you like.
So, tell me in the comments below. What colors best fit YOUR business personality??
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