The Tribune

What does your brand colour say about your business? Do you know that colour is the first thing our brain registers before words or shapes? Meaning that colour is registered by the brain before images or typography.

Surprisingly, most business owners use colour as decoration or an after-thought, but as visual creatures we experience the world through colours in all we do.

We’d like to think of ourselves as logical beings, but we still make purchases based on emotion, and thereafter rationalise our purchases with logic.

Research reveals that people make a subconscious judgment about a person, environment or product within 90 seconds of initial viewing, which is between 62 per cent to 90 per cent based on colour alone.

Colour triggers emotion and provokes reactions, which have a real impact on a customer’s buying decision. Here are a few reasons why colour really does matter when choosing your business brand.

What image do you want to portray to your customers?

Blue portrays loyalty, stability and clinical strength, while red communicates leadership, energy and boldness.

White shows purity and simplicity, while green is the colour of wealth and nature. Yellow conveys happiness, optimism and friendliness, but pink is typically seen as romantic and feminine, representing love and warmth.

Trust

If people do not trust you they will not buy from you. Therefore, using the same colour brand consistently throughout all aspects of your business builds trust and customer loyalty.

Authentic

If you project one thing and deliver another, your brand is not being authentic and customers will be confused.

Culture

Since we work in a global market, have you ever stopped to consider the message your branding colours may be sending to different cultures? Don’t underestimate the importance placed on the significance of colours in our society, as they can confuse your game.

For example, black may be considered stylish and sophisticated in one culture, but may represent death in another. Imagine the negative impact this could have on your sales.

Emotions

If you fail to engage with your customers’ emotions, you will fail to make the sale, so use colour to increase sales.

Imagine ordering hot chocolate at a local caf� and being served in a white cup. Chances are you will not like your drink, which is not an indication of the quality of the caf� or the hot chocolate, but rather the colour of the cup.

Based on a university study, identical hot chocolate was served in white, cream, red and orange cups, but volunteers claimed the flavourwas better when the drink was served in an orange-coloured cup.

Colour Ads engage and increase sales:

Coloured advertisements are read up to 42 per cent more often than the same ads in black and white (as revealed in a study on phone directory ads).

Tests indicate that a black and white image may maintain interest for less than two-thirds of a second, whereas a coloured image may hold the attention for two seconds or more.

Advertising:

Believe me when I say that colour plays an instrumental role in advertisement, so much so that it is the driving force when landing page visitors. Clearly, with a colour that evokes your brand’s true DNA, your marketing will no doubt achieve greater success. Develop a colour identity that sells and grasps attention.

As a final point, colour is powerful and branding important, as it is the factor that sells your company.

Whenever you are creating a logo, website or advertisement, think about your branding colours as these will give you the competitive edge, elicit the right emotional response from your prospects, and significantly increase your sales.

Remember, it is important to know what colours articulate when promoting your business. If you don’t, you may be sending the wrong message to potential customers. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game!

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms. Bastian is a trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas