It’s a simple question, one that we are prepared to answer from the time we can talk. Most of us have a favorite color that evokes a certain emotion and draws our eye. What you may not know is color plays a large role in brand perception and recognition. Color can be the sole reason why someone may or may not choose to support your business.
In her article, “The psychology of color and what it means for fundraising,” Caryn Stein states that up to 90 percent of a product’s first impression can be based on color alone. It’s no secret that everyone has color preferences. Our cultural norms and personal experiences influence the way we are affected by certain colors. For that reason, it may be difficult to find the right colors for your brand. If you are feeling lost in this bright world of color, here are a few tips to help you make the first brand impression the right brand impression.
1. Be Consistent With Your Brand
When choosing which brands they will support, customers, clients and donors will gravitate towards brands they recognize. Once you establish a set of core colors and logo for your company, stick with them so that your brand becomes familiar. If you constantly change brand color schemes, customers or donors will get confused and take their business elsewhere. Brand consistency allows your audience to have an association with your business and creates a preference towards your brand in the future.
2. Research and Know Your Audience
If you are trying to evoke a certain emotion or trying to target a specific audience, do your research on color psychology. Although everyone reacts to color differently, there are basic rules that can inform your brand choices. And any one color can portray different ideas depending on the context. For instance, brown typically suggests a feeling of ruggedness, while yellow gives off a feeling of optimism and warmth. Choose colors for your brand that support the personality that you want to depict.
3. Don’t Be Afraid to Stand Out
While you my prefer the look of your web page or brand image when all the colors match perfectly, this isn’t always beneficial. Don’t be afraid to take advantage of contrasting colors to catch the eye of donors or clients. Color can be the main reason someone decides to donate to your cause. For instance, if you have a web page with mostly green hues and create your “donate” button in green to make it visually cohesive, your call-to-action won’t stand out. Instead, choose a contrasting color for your “donate” button, such as red. The contrast increases your odds of getting the audience to respond they way you want them to.
The next time you’re asked, “What’s your favorite color,” you may have an answer ready. When it comes to your business, however, the question can be more of a science than a preference.
Written by Madeleine Clemens, Marketing Intern