Regardless of our culture, gender, or age, we can’t help but be drawn in by the colours surrounding us. Indeed, colours are everywhere, all the time, and they are one of the first elements our brains process when we notice something. Colours are so powerful that they stimulate our nervous system and evoke physiological and emotional states.
Of course, our unique experiences influence how we perceive colours as individuals. This is why the same colour can often mean different things to different people. For example, writing one’s name in red ink may mean nothing to a Norwegian, but it is condemned by a Korean as red is linked to death. So, it should come as no surprise that colour can be part of your marketing strategy to influence your customers’ purchase decisions.
Let’s take a look at some of the most common colours in business and how they are interpreted in North American culture.
o Commands
attention
o Stimulates
senses
o Symbolises
energy, excitement and passion
o Encourages
action; thus, a selling colour
o Represents
cheerfulness and playfulness
o Uplifts
people’s moods
o Stimulates
mental activity
o A
fun, happy colour
o Creates
a sense of calm
o Associated
with nature, environment, vitality, and health
o Soothing
on the eye
o Colour
of money
o Most
popular colour in business and in general
o Implies
loyalty, trust, and conservatism
o Reduces
tension and fear
o A
reliable, responsible colour
o Suggests
authority, boldness, and stability
o A
classic, luxurious feel
o The
ultimate power colour
o Can
add seriousness or weight to a brand
o Colour
of new beginnings
o Symbolizes
simplicity and organization
o Associated
with innocence and peace
o Adds
purity and transparency to a brand
Now, take a look at the colours used in your business’s brand
assets: your logo, brochures, business cards, office, website, and so on. And remember to take into account your
target market. Are your colours painting the picture you want reflected in your marketplace?
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