So it’s time to begin branding your business. Believe it or not, selecting a color palette is one of the most impactful choices you’ll make. You may have a personal preference for blues and turquoise, yet is that sound justification for utilizing the combination in your company’s branding?
Color has a complex and profound effect on our attitudes and emotions— more so than we probably realize. It’s one of the most controversial aspects of marketing because elements such as personal preference, experiences and culture tend to blurr how it affects us. Nevertheless, color choice requires serious consideration because it’s an influential factor in the purchasing pattern. In fact, it turns out that we prefer brands due to “color factor.” Read on to find out some interesting statistics.
According to a top influencer on the web, Neil Patel at QuickSprout, 90% of all product assessments have to do with color and it’s 85% of the reason people purchase a specific product. In fact, a study article titled Impact of Color in Marketing, points out that it takes only 90 seconds for a customer to form an opinion about a product. Selecting the right color palette will not only influence attitude towards your business and products, but it can also differntiate your product(s) and business from your competitors’. Research also shows that colors are more effective when consumers believe they “fit” the brand. In other words, if you’re selling tractors it makes sense that using browns and greens will resonate with purchasers rather than pinks and purples. However, conversion rate isn’t the only thing that your color choices affect. Color also influences comprehension, learning and readability, but that’s another talk show.
So the take away from all of this is that its vital to leverage the psychology of color as you brand your business. There’s no end to the studies and articles you’ll find on the subject. But, frankly as a business owner, you probably don’t have the time to dedicate hours of research to the topic. So to help you wade through some of the data we’ve included a link to an infographic from QuickSprout that will get you started in the color selection process. Discover how gender effects color preference, what colors you should probably avoid, and learn some of the signals that colors send. Have fun and choose wisely.