Do you plan to start a new business? Do you want to rebrand or restyle? If the answer is yes, do you know how to choose colours for your business? If you need to choose the colour for a logo, a website or for a venue, read this article and get inspired.
Connection between colours and marketing
There is a connection between colours and marketing: because any colours makes perceive a different sense. Consequently, the brain will link that specific sense to the brand.
Indeed, the choice of a colour has always a precise meaning and there are many studies in this regard. Colours have a powerful effect and they can influece the way customers see the brand.
In particular colours are influencing the way to see the corporate philosophy and the choice is part of the marketing strategy.
In order to decide the most appropriate colour for your business, you need to focus on your audience, guests or customers: first of all you must segment the clientele based on age, gender, lifestyle and social backgrounds. Anyway, this is very important and will help to understand the range of colours and shades.
For example, the same brand selling one product for 10$ and selling the similar version for 100$, will introduce the products on the market with two different colours. The colours will make reference to the related future consumers. There are colours selected to refer to luxury, other for instance are specific for women.
Let`s check together the meaning of main colours by associating them adjectives.
Red
Red colour is powerful, warm and positive, hence is perfect to encourage prompt attention.
TIndeed, the related adjectives are:
- Love & passion
- Strength & power
- Lead & courage
Blue
Blue is a masculine colour which brings trust and it is used mostly by big comapnies.
So, the related adjectives are:
- Stability & loyalty
- Trust and intelligence
- Calm & caution
Yellow
Yellow capture attention and the colour refers to the sun.
So, the related adjectives are:
- Happiness and progress
- Logical & confidence
- Creative & friendly
Orange
Orange is a warm colour, which evoks first of all energy.
In this case, related adjectives are:
- Creative and energetic
- Sociable & happy
- Affordable & stimulating
Green
Green is the colour of natur and it represents most of the companies engaged in the sustainability.
Indeed, the related adjectives are:
- Generous & enviromental
- Life-related & wealthy
- Harmony & fresh
Black
Black colour is always related to elegance and power. This colour despite is linked to somenthing negative too, is a very powerful colour.
So, the related adjectives are:
- Formal & authoritative
- Elegant & prestigious
- Luxurious and serius
Colourful
The choise to use different colours provides a sense of diversity and openness.
So, the related adjectives are:
- Easy-going & inclusive
- Friendly & informal
- Playful & open
The assignment of adjectives to colours is only the beginning of the study of colours in marketing. There are so many colours and the percection can be different, depending on the customer segmentation. Indeed the topic is more various. Colours can be also combined and there is a specific range of colours created for a precise clientele. There are different shades, and this latters are also playing an important role: a bright colour will evokate a different sense in compare to a soft one.
In conclusion, the suggestion is to study your customers and to focus on the target. You will never choose the “wrong” colour, but this theme is surely the fundament of your brand an it is worth to spend time on it.
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Written By
Knowess International
Knowess International helps business owners and department heads working in the hospitality and restaurant industries to develop the necessary skills with targeted consulting.
