The colour of your branding impacts your bottom line

Colour affects the way people perceive you and your brand. It also influences mood and behaviour as well as recall and purchase intent. The right colours can help you build emotional connections with consumers that differentiate you from competitors and give you a competitive advantage. As a result, the colour of your logo, signage and office décor can profoundly impact the profitability of your small business

Over 85 per cent of shoppers say colour is the primary reason they buy a brand. A study published in the Journal of the Academy of Marketing Science reveals that colour schemes influence how consumers view the personality of brands, and research from the University of Loyola, Maryland reveals the colour of your branding increases brand recognition by up to 80 per cent.

The colour of your logo is pivotal for your business success. Your logo is like a face. While most of us struggle to remember names, we never forget a face. It’s the same for logos—we remember logos that evoke positive emotions. Recognisable logos trigger responses in the same part of the brain that controls relational emotions. So, if you love your iPhone, seeing the Apple logo can ignite the warmth and joy you feel when you speak with your friends and family on your phone.

Think of blue. IBM, Samsung, Intel and Philips might come to mind. Blue evokes feelings of trust, reliability, dependability and stability, which is what you want from the provider of the computer systems runnng your business. If you take a look at the logos of accountants, you’ll notice they also tend to use various shades of deep blue. On the other hand, when you see a green logo, you might think of the environment or organic, eco-friendly products. This makes the use of green very popular amongst food, energy and household brands.

Big companies invest millions of dollars every year researching the psychological impact of different colours on consumers. They then use this knowledge to choose the right colours for every aspect of their business – branding, marketing collateral, websites, signage, packaging, uniforms and décor. They know the right colours will increase attraction, emotional connection, recall and purchase intent and in turn, profitability.

But small businesses often miss out as they don’t have the resources to spend on expensive consumer research and they can’t afford to recruit high powered marketing teams that understand colour response research.

Choosing the right colour scheme doesn’t cost more than the wrong one, but it impacts your bottom line. It’s essential that small business owners learn how to use colour effectively. Good taste is one thing, but it has little to do with effective marketing, merchandising and promotion. Splashing the latest fashion colour on walls and marketing collateral doesn’t work. Success comes from understanding how colour affects people physically, mentally and emotionally and then using this knowledge to select colours that send the right message for your business and industry sector.

Anjel OBryant, CEO, Coloraction

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