True Colors
Have you noticed that spas are decorated in neutral tones, or soothing shades of blue, green, and lavender? Color is incredibly important in influencing the emotion (thus, the wallet) of your customer. In fact, according to research, color influences 85% of buying decisions. Getting colors right can make all of the difference in the success of your business!
Deciding which color to use in your marketing, whether you are designing a social media post, open house flyer, or a customer appreciation gift, is a big decision. Color cues your customer on how to react! It is also very complex - association of color can have different meanings for different cultures so it’s important to be thoughtful of your audience. Here is a helpful cheat sheet to guide you through your rainbow of choices. I’ll admit, however, we are just scratching the surface!
Red: This is a strong color, and can evoke strong emotion like intensity, urgency, and hunger. It’s also associated with passion, love, fear, courage, and speed. Red encourages buyers to consume … is it any wonder that Coca-Cola has used red in its logo for decades?
Orange: Road signs are orange due to visibility but the color also innately indicates warning. It can also signal discounts, which is why it is used by budget-friendly retailers like Payless Shoes. Orange is a warm, fun color but proceed with caution: Consumers, particularly women, like orange less and less as they get older.
Yellow: This attention-getting hue is cheery, highly visible, and used to encourage communication. Be cautious of using too much yellow, however, because like orange, yellow is loved less as people grow older. A caveat: If your business is baby toys, products, and furnishings, yellow is encouraged as it is one of the first colors that infants react to.
Green: In my opinion, green may be one of the most positive and versatile colors you can choose to use in your marketing strategy. Green signifies wealth, serenity, relaxation, and even fertility! Green is also associated with trust and security. It’s no wonder that well-known brands like Whole Foods and Land Rover choose green in their branding.
Blue: According to research, if you want your customers to trust you, choose the color blue. This study also found that blue ranks highest in security, which is why banks like J.P. Morgan Chase use the color. Blue is also highly favored by men and women, but more so by men.
Ultimately, the choice of color is complex, and I recommend testing to see what works the best with your audience! Overwhelmed by the rainbow of choices? Let’s chat about what could work best for your unique audience and intended message.
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