Psychological studies have shown that people react both consciously and subconsciously to color. These findings have not been lost on the marketing world. In fact, the evidence of these studies is all around you.
For example, when walking down the aisles of a grocery store, your eyes automatically drift to certain colors. Kellogg uses a big red “K” that makes their products stand out on the crowded shelves. Similarly, you can’t miss the stack of red Coke cans.
Color can also be used poorly to repel consumers, just as most people would be repulsed if meat or steaks were colored blue.
Understanding the effect of color on the mind will make a difference in how your business is perceived, and impact the success of your branding efforts.
Understanding the effect of color on the mind will make a difference in how your business is perceived, and impact the success of your branding efforts. Since color is associated with different emotional meanings, companies should choose their brand colors thoughtfully.
The Impact of Colors on Branding
McDonald’s, for example, uses the golden-colored arches because they represent warmth and it is a nonthreatening, welcoming color. Conversely, you won’t see flashy color schemes in government offices, courtrooms or professional offices. Neutral tones are more appropriate for these types of business and customer preferences.
Even if you’re not a massive chain like McDonalds, the color choices for your small business’s web design matter more than you might think. When it comes to color, you have the freedom to go in many different directions as long as you pay attention to some basic rules.
1. Select colors that match the tone of your business.
Wouldn’t it make you feel like booking a trip to the Caribbean if the travel site you visited used tropical colors? Add in some green foliage and a brightly-colored hammock swinging between two palm trees, and you’ll be ready to pack your bags! On the other hand, if your business is running a funeral home, it’s better to choose more somber tones, such as grays and dark blues.
2. Cross-platform consistency.
Consider how your site’s colors will look both on the Web and mobile devices. Colors don’t always appear on the screen of your Mac or PC the way they will for your audience. Purples may look more like dark blue, and yellows may look faded. Stick with safe colors like red, blue and black.
© YFS Magazine. All Rights Reserved. Copying prohibited. All material is protected by U.S. and international copyright laws. Unauthorized reproduction or distribution of this material is prohibited. Sharing of this material under Attribution-NonCommercial-NoDerivatives 4.0 International terms, listed here, is permitted.