How To Choose Your Business Colors – Logos, Promotional Items, Outfit and Other Brand Materials
Which Colors Are Best for Your Business?
Are you thinking of the colors to use in your company logo? Businesses set out to meet a need or want, by providing a product or service at minimal costs, in order to make a gain or a profit.
While it is paramount that a business offers an excellent product or service at a competitive price, it just as important for the business to also embody its long-term vision and mission in a concise form.
This road-map for the business must be effectively communicated to existing and potential customers, in order to maintain and oil the business-to- customer interface mechanism.
A major way a business can achieve this is to convey the essence of its activities (which includes marketing, advertising, promotions etc) with the aid of company color.
In other words, though a company may offer the most- sought-after product or render unparalleled service, once it cannot encapsulate it actions via a medium of concrete colors, it may very soon lose its clientele to other more visually appealing brands.
Brand Colour Selection
Choosing a suitable and appropriate colour(s) for your company’s brand goes beyond matching one or more colors together. It involves complex emotional and psychological parameters that include but are not limited to brand awareness, brand acceptability, customer loyalty amongst other considerations.
The following tips can guide you on how to choose your company colors:
SELECTING YOUR BUSINESS COLOURS
1. Determine the Target Audience
Before the business concern selects its brand colors, it is important to determine the demographic market that the goods or services are targeting.
For instance, a comic book about super- heroes will appeal differently to teenagers than to a 55-year old mom; especially when the selected colors depict the high adrenaline associated with comic characters.
In this instance, the colors selected should resonate with the expectations of the first group of teenagers. Additionally, the colors a company chooses must be able to convey the emotions that the brand hopes to pass across.
2. Work with the Standard Color Scheme Rule
Another way to choose your company colors is by following the standard color scheme rule. Brand experts and enthusiasts have adopted a model for the branding needs of the average business. It is referred to as the 60-30-10 rule for colour branding.
It stipulates that companies select three colors whose usage ratio will be 60, 30 and 10 percent. This colour coding will effectively convey the brand of the company in the most effective way possible.
3. Stay abreast of Competition
A veritable place to start in selecting the colors for your company is to analyze the brand outlook of your competitors in your niche market. What colors did they pick? How did they integrate the colour scheme? As an outsider, are you in tune with the message being conveyed by the selected colors?
A careful analysis of these questions will help the company decide to pick colors that will differentiate it from other market operators.
4. Deploy Psychology
The company colors must be such that can create a bond with the target market or audience, as well as move the market enough for them to want to make inquiries or seal a transaction. If the company seeks to hold the attention of the online visitor, it could go for color combinations that are highly contrasting like black and yellow.
However, if the company’s aim is to convey feelings of peace and tranquility, it could settle for colour schemes such as green and purple.
5. Stand Out
Another way to choose your company colors is by picking colors that will make your brand stand out. The company must select colors that place it firmly apart from the competition. In other words, after a careful analysis of the brand strategy of industry rivals and the general thrust of their colour schemes, the particular company could decide to take the path less travelled and forge a different identity and brand, with the selection of colors that differentiate it from the rest.
6. Personalize the Company’s Colors
The company’s colors should not just be about creating only visually stimulating but the colors should adequately speak and convey the mood and personality of the company’s brand. In other words, the company’s colors and its logo can stand in and interact with the customer, even before physical contact is made.
For depicting a zest for life and friendliness, the company can select colors that are warm and soothing. To convey the stance of professionalism, it is advisable that colder, leaner and bolder colors are utilized.
7. Consider Engaging Consultants
In some instances, the company seeking to develop colors for its brand and logo can employ the services of a branding consultant. An experienced branding consultant can give a solid interpretation to the message and personality that the company desires to pass across to its target audience.
Such a branding consultant will make available an array of colour palettes and combinations, as well as proffer advice on the methodology and psychology of colour selection and deployment.
8. Embrace Simplicity
This is one of the most sacrosanct rules in choosing colors for the company logo and brand. The company colors selected must be able to guide and inform the consumer on what direction and path to take, in dealing with the company.
The company could use softer colors to give general information and for navigation. Bolder and more assertive colors can come in handy when the company desires that the visitor takes a concrete step to making an online purchase or booking for a consultation session.
In whatever circumstance, the key is to not go overboard and burden the viewer with too much colour intensity