What does colour say about your company?
I’ve already written a post considering the many aspects of your logo and how it can help to present the right character for your business. But for fun, I just wanted to delve into colour a little more as it is clear that each shade and tone can say something particular – a useful cue before a prospective customer has even picked up the phone!
Not all businesses can have a free hand with choice of colour to represent them. Sometimes industry expectations or historical branding might have a part to play. That said, even changing the shades within the same colour choices can have a significant effect on the personality suggested.
What our eyes see causes reactions in the brain and can result in varying emotional responses, coupled with the development of attitudes and opinions. Colour is all around us and choosing the right ones can help your business to perform better.
Widely used in many shades, blue is calm, cool and considered to be trustworthy. You see this with medical industries and healthcare companies making good use of it. Sometimes it might be tool cool in isolation and work better with a little bit of warmth added to the mix.
Natural, warm and calm, we see a lot of green in company branding. It’s considered to be a healthy company and some say that it creates thoughts of wealth. Some darker shades can offer a traditional feel whilst bolder, lime greens can shout if used in excess – good for an accent colour.
Cantaloupe’s very own colour! This suggests warmth and energy. It is a lively choice and one that is hard to miss. Orange can of course be cooled down a little with partners such as soft earthy shades, blues and even sufficient white. As ever, it’s about how much you use as well as the colours you choose.
We know that red is a powerful colour. It demands attention and can allow you to stand out. Sometimes a little goes a long way, so don’t feel that you have to use it in excess. Red can also be perceived as a warning colour and does not necessarily work in all industries.
Considered a feminine colour, pink can be both soft and really rather bold. To my mind, the bolder you get, the more modern the look and it might not be the perfect choice if you want to attract male customers as well.
A happy and warm colour, yellow is a confident choice. Like red, it is best not used in isolation as too much is not always a good thing. Yellow can also be considered a warning colour in some industries and so take the time to understand how it might fit in yours.
A luxurious colour, helped along by its association with Cadbury chocolate. Purple has royal associations too and will be used on many premium product packaging and branding.
Perhaps a little corny, but gold does tend to suggest wealth and power. It’s also used to offer a premium feel, often alongside purple or black. If you choose such bold colours, be sure that what you offer can stand up to the expectation.
Earthy and natural. We tend to find brown relaxing and reassuring. But used ineffectively and it might be considered old fashioned and dull. Spice it up if you like with a little bit of sharp orange or a splash of yellow.
Clearly a powerful colour, black is also a high quality colour and one that can prove to be extremely versatile. Heavy use of black can offer drama and a strong presence – just make sure that’s what you want for your company.