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A businesses color scheme plays a key role in brand identity and customer acceptance. If the business chooses a color combination that doesn’t correlate with their product or one that isn’t appealing to the eye, they may loose customers.
When deciding on color it is more complex than, I like turquoise, so everything with my business should be turquoise. First, the color of your business should reflect well on web, print and product.. It should also target the emotion of the customer; yes, there is a psychology of color in marketing and branding. Not that there are clear-cut universal reasons, as the article “The Psychology of Color in Marketing and Branding” discusses, but it is important to understand who your audience is and how they view color. So before you start branding or rebranding, make sure you follow these tips:
- Know Your Audience
Who is your demographic? What colors resonate to your audience? What emotions do those colors represent? If you are a funeral home, you wouldn’t choose pink.
What is your competition doing? Research local companies and those in other states, see the similarities and decide if you want to be an industry standard or stand out.
Most all business have under 5 colors in their branding, this is to keep things simple. I recommend staying with 3 and having one main, secondary and highlight color.
- Big Picture
When choosing don’t think about your favorite color or what the colors of the season are, go with a palette that will be able to transcend through the years as your business will.