WHY COLOUR IS IMPORTANT FOR YOUR BUSINESS
If you are looking to get your small business noticed, being able to choose colours for your brand is an essential skill. But how do you choose? And why does it matter? Here a few tips to help you get started.
1. What colour means, your basic needs.
Colour is a really emotive experience. With all the theory in the world it is still a good idea to drop out of your head and into your instinct, your intuition. Colour is a visual reference point that stimulates a reaction drawn from a past experience.
- Colours close to nature make us feel safe and secure.
- Bold bright colours stimulate.
- Muted colours relax.
2. Why is it important
Humans respond emotively and so too will your ideal client.
They want to be able to trust you. To know that they are in great hands, with an expert in their chosen field. Through colour you are conveying a message which is aligning with a set of beliefs and priorities. People buy from people but often they will see your brand before they see you.
Colour series 1:
Over the next few weeks I will focus on a different colour. Series 1 is about the colour Blue.
Blue aligns with the centre of our communication. It is also associated with the throat, again relating to self-expression and voice.
- It is associated with precision and intellect.
- It is expression, tone of voice.
- It is a safe colour conveying trust, dependability and quality.
It can also imbibe a serene, calming influence, encouraging safety and security.
There are of course various shades of blue and they too hold more subtle attributes that unfold into deeper layers of interpretation. See further down on the section about seasonal personalities.
Which hue of blue?
In the design industry there are many colour ways and the industry standard reference point is Pantone.
You may have heard the terms
- RGB - Red, Green, Blue
- CMYK - Cyan, Magenta, Yellow, Black
- Hex - #code for web
These all relate to how the colours are going to be used in their final production for example print, on screen, web.
All the colours have subtle tones and hues depending on their saturation.
Let's play a quick game.......
What shade of blue from the ones below are you most drawn to? Share your answer in the comments box below.
You may have noticed that I referenced each blue colour above to a season; Spring, Summer, Autumn, Winter. The seasonal qualities of each colour all add more depth to your brand.
Fiona Humberstone, offers some amazing resources on the psychology of colour both from her two books and her fun and actionable on-line courses. I highly recommend her work if you are keen to learn more about the seasonal personalities of your brand.
5. Where do you apply this?
So often with branding people immediately think of a logo but the more emotive responses align when a client begins to experience, your colours, your fonts and your images. They are all building a picture, so consistency is key.
Most communication begins on line, you will be looking to direct your ideal client back to your website and over to your social media channels.
Consistency across these platforms is essential the synergy is comforting to all those who interact with your brand.
- So what do you want your business to be known for?
Share with me below. Lets work out what colours align with your brand.