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Sustaining Business Newsletter
What Color is Your Business?
By Jennifer S. Hendrickson
 Did you know that the color(s) associated with your business have a psychological impact on your customers? Marketing research indicates that over 80% of visual information is related to color. That means that choosing a logo, for instance, is about more than just what looks good or catches the eye: you also need to make sure that the colors you choose support your message. Major corporations have known this for years:
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Gold – wealth, stability
Blue - trust
The message: “You can trust us with your money.” |
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Black – power and elegance
White – purity
The message: “We offer the purist diamonds that will demonstrate power and elegance when you wear them.” |
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Green - Natural. Healthy. Plentiful.
The message: “We offer natural, healthy, organic food choices.” |
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Red: Stop, take notice/action
Black – power and elegance
The message: “Stop now and buy at Target, a more elegant choice than Wal-Mart.” |
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Brown: Longevity, reliability
Gold: Stability
The message: “We’ve been here for 100 years, we’re stable and you can rely on us to get your packages there on time.” |
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Your business can harness the same subtle advantages as major corporations by consistently incorporating just a few colors that will support your brand; however, be aware that colors mean different things in different cultures. For instance, white has become the color of purity in the United States because consumers associate it with weddings; but, in Eastern cultures white signifies “death”, so trying to sell white wedding gowns to Chinese women wouldn’t necessarily be a smart business decision.
Consistency is also critical when using color. Each time your target market encounters your business, they should see exactly the same color scheme. Marketing professionals should always ask for your Pantone or PMS colors when creating artwork for you to ensure that the exact same color is used across all mediums.
If you would like to learn more about how you can use color to your advantage when marketing your business, contact us. And remember Hendrickson Business Advisors is: |
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Brown: Reliable
Gold: Stable
White: Pure
Message: “We are a stable group of professionals that you can rely on to provide you with pure advice to grow your business.” |
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