Is Your Colour Scheme Giving The Right Impression To Customers?
When you run a business, your branding is key in conveying a message to your customers with as little visual information as possible. This can encompass your general colour themes, the colours you use in your logo and the way you present any text.
Believe it or not, you colour scheme can have a huge impact on the way that people perceive your company. Often, this is simply a subconscious impression, but it’s still important to make sure that it’s the right one. All colours have different connotations, and you should be aware of the positives and negatives of all of them. It could be that you should rethink your design…
Green is an extremely bold colour that can paint both positive and negative pictures. As it stands out, and suggests “Go” it hints towards new beginnings and wealth. The bank, Lloyds TSB, have used their colour well making them seem fresh, trustworthy and the bank to trust to take you further – perfect for people wanting a mortgage, for example.
Green gives off the impression of eco-friendliness and a natural vibe, making it a good choice for health stores and companies with very strong green initiatives. However, on the opposite end of the spectrum, it can also give off the vibe of envy as well as jealousy, making it an uncomfortable choice for businesses such as a spa where people want to feel relaxed.
Relaxation, peace and serenity are all connotations of using a shade of blue in your colour schemes. It is also a strong and stable colour, much like the ocean. Blue makes a great choice for Engineering and Construction companies who want to give off the impression that they are safe and reliable.
Hues of blue can vary in perception and also include connotations of wisdom and loyalty. The NHS use blue well to suggest that they are peaceful and calm, which is just what is needed when illness strikes. It is wise to keep in mind that blue can suggest power and authority, which could be a negative if you need to connect with customers on a personal level.
Oranges are bright and happy and give people an impression of lightheartedness and joy. It’s a very youthful colour and therefore makes a great choice for anyone working with children or in a creative environment. Orange (telephone providers) use the colour well, and in turn this gives off a fun and welcoming touch to their stores.
Orange is great for drawing people in, but sometimes lacks in seriousness which can drive away customers if you’re trying to run a serious business dealing in cold, hard cash.
If you want to show that you get the task at hand done, Red is perfect. Think of McDonalds, you know what you’ll get when you walk into any of their stores. Red is a call to action colour and gives off the impression that you will get what you want, so if you’re a solicitor, this will show you mean business. If you run a store where you want to be seen as passionate, such as a florist, this is also a good choice as red has love connotations.
Be wary of the negative sides of reds which can include anger and aggression. Depending on how you use it, it can sometimes be a very headstrong colour. This is great for a law firm, but not so much for an independent boutique.
In the automotive world, black is used almost everywhere. Black is a deep and serious colour, but it also comforts people as it is authoritative and classy. Black, traditionally, is used to suggest a conservative view and to give the impression of formality. Masculinity is prominently attached to black and greys. BMW are fans of black colour themes when launching new lines as it can have a mysterious sex appeal when used in the right way.
Unless you work in industry, it’s unlikely that black will work for you, as it can be quite out of place and off-putting in unfamiliar surroundings. Blacks are great for car dealerships as they hint at value, but for a high street shop, it will send out signals to avoid and can be gaudy and scarily mysterious.
With an obvious feminine vibe, pinks and purples make good choices for people trying to attract predominantly female customers. Pinks give the impression of romance, tranquility as well as gentleness. Pinks make great choices for boutiques, support centres and spas as it soothes.
Purples equal luxury and give off a royal and regal vibe. They are especially effective in jewellery shops and shoe stores which sell high end items, for example. If you don’t sell luxury goods, steer clear of purple as it can be off putting when trying to dress something up to be what it’s not and customers will pick up on this.
Yellows promote happiness and should be used sparingly. They make great choices for nurseries or environments where personal pleasure and happiness are the outcome. However, yellow has a bad side too and can come across as sickly or untrustworthy so be careful if you choose to use it.
You can use methods such as analysis software on your website if you want to compare how well your customers respond to various colours. Many businesses use it as a way to make decisions. Importantly, you need to remember that the colour connotations aren’t the be all and end all of how people see your business, but it does help. Ultimately you should strive to make your branding as personal as possible and get people to recognise you instantly.