Colour is as important in business as it is in design. A business owner with a good grasp of colour psychology can do wonders for his business by using colour effectively. Colours have their associations and meanings which is demonstrated in psychology of colour. For every colour a business uses there is a subconscious reaction from others. Therefore, it is important to learn about the psychology of colour and how to use colour to communicate business message effectively.
Designers have long understood how color can dramatically affect mood and influence behaviour. It is a powerful communication tool and can be used to signal action and influence mood. Color psychology can also empower businesses, the way it can empower people if used the right way.
Consider the meaning of the following colors on your business marketing:
Pink: Pink’s message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.
Orange: Cheerful orange evokes exuberance, fun, social communication, optimism and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons. Vibrant, energetic and playful, orange creates a playful environment for customers.
Brown: This earthy color conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy. Powerful, elegant and secretive, the color black can target the high-end market or be used in youth marketing to add mystery to the image.
Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.
Red: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger or indebtedness. Use red to inject excitement into your brand.
Green: In general, green connotes health, freshness, balance, self-reliance, serenity and growth. However, green’s meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.
White:White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products. Pure, clean and youthful, white can imply purity in fashion, cleanliness in hospitality and sterilization in the medical profession.
Yellow: Yellow communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays. Yellow can be an attractor for a business with a relaxed feeling.
Purple: Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality. You may add some purple tones to for a premium service business.
Magenta or Hot Pink: Magenta is a color of universal harmony and emotional balance. It is spiritual yet practical, encouraging common sense and a balanced outlook on life. A combination of red and violet, magenta contains the passion, power and energy of red, restrained by the introspection and quiet energy of violet. It helps to release old and outdated patterns of behavior to inspire growth and personal development.
So, what colour are you?