Color Psychology: Picking the Right Colors for Your Business

Choosing colors for business projects is much more of a psychological process than many people consider it to be. Particular colors can elicit responses from one person, but not necessarily the same one from another.  People tend to have favorite colors or colors they strongly dislike, but the reasons behind this can be so varied that it’s nearly impossible to choose a color that will appeal to everyone. People have emotional connections to colors that stem from personal experience and that can affect how they relate to a business who uses that color in their branding or marketing material.

The difficult part to all of this is how strong of an effect a detail like color can have on your audience. In fact, researchers have discovered that up to 90% of snap judgments made about products can be based on color alone. You may have the best product or service around, but if you are choosing a color that most people dislike or feel is inappropriate for your business, then you may be cutting business ties before they even have a chance to develop.

Taking some time to figure out your target audience and doing some research on which colors most appeal most to the group can save your business from being judged too quickly. For example, if your audience is women, don’t pick brown or orange to be your dominant colors, as these colors are generally the least liked amongst women. So while orange may be your very favorite color, it may turn off the group you are trying to appeal to.

Keeping the psychology of colors in mind while thinking of your target audience can help to ensure that these judgments based on appearance won’t dampen your business relations.