How Does the Color in Your Brand Connect with Your Customers?

Posted by: Jean Jimenez Greenwell

So, what color is your brand? And just what does that color evoke about your company's image? I worked for a company where their branding color was also used as a reference to their corporate culture - - one with a lot of energy and innovation.

I'm working with a client now who has chosen red as their main color in their branded material. Kate Smith, Color Expert, Career Color Trend Forecaster, and Editor of Sensational Color, a site featuring a wealth of information on the subject of color, describes how red affects us physically: increases enthusiasm; stimulates energy; encourages action and confidence; and, provides a sense of protection from fears and anxiety. I guess those are good connections for the color red for someone in the security industry.

For a start-up company or a company that may be re-branding itself, choosing the colors in your logo, communication templates, websites shouldn't be done haphazardly. Here are Kate's recommendations for identifying the best color for your business:

1. Start by selecting a palette of colors. Keep in mind the dominant color should convey some aspect of your company’s unique value proposition which you are trying to convey.

2. If you operate a small business and you are largely the face of the company, select a color that matches your personality.

3. Check to make sure the dominant color and/or color combination are different from your competitors. If you need to have the same dominant color, be sure to do something different with your accent color(s).

4. Confirm that your color combination works well on a projection screen or mobile device rather than just on paper.

5. How does your color scheme appear in black and white? Many logos and emails are printed using black-and-white printers, so it is imperative to keep this in mind.

Color is a powerful non-verbal element a business can use to emotionally and visually connect with its customers. How is the color in your brand connecting with your customers?