Power of Color– Know, Understand the Meanings of Color: Color Matters in Business, Branding… But, Cultures See It Different…

The Power of Color– Color is the most direct and immediate non-verbal communication method of conveying messages and meanings… Often called the ‘silent salesperson’, color will immediately attract the holder’s eye, convey the message of what the business is about, create a brand identity, and most importantly help to make the sale… Much of human reaction to color is subliminal– customers are generally unaware of the persuasive effects of color…

According to Meghan Casserly; Google is one of many corporations researching the power of color in the working world, assessing everything from work spaces to marketing, branding… it’s still early in the research but it has already found a clear link between color and satisfaction with a person’s work area; the simple element of color can boost employee creativity, productivity…

At first glance, color says much about a business; it forms the brand identity, and it’s an important factor in influencing customers perceptions about your business. According to Elyria Kemp; typically it takes a customer less than 90 seconds to decide if they want to engage your business, messaging… and more than half of their assessment is based on color alone… many companies are researching their color choices to the tune of millions of dollars…

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Globally, every culture has an association with different colors, and business must know and understand that it’s extremely important to employ the persuasive force of color in their business, marketing efforts… Every color symbolizes some– emotion, action, belief… and it’s important for business to understand and leverage all these associations in order to create a relevant business identity…

Understanding the meanings of color in business is essential– the psychology of color effects people’s lives in so many ways, and yet you often don’t realize the impact of color choices in business branding, image, e.g.; website colors, stationery and packaging, office space, branding, in fact, all business activities. Color has a powerful subconscious effect without even saying a word.

According to Emil Hagopian; color tends to excite people and makes them feel like they are in a better space– color adds to the total feeling of security, comfort… However, the challenge for business is picking the right color, as well as, understanding the meanings of color…

In the article Power of Color In Doing Business Across Cultures by CompuKol writes: People react to other people emotionally, e.g.; people in networking situations connect with other people on that same emotional level as themselves… And, at a subconscious level, the application of specific colors cause people to react in different ways to business or other people… Color is a form of non-verbal communication and when doing inter-cultural business, you must understand the effect that color has on the interpretation of the messages being transmitted to different cultures…

There are two ways in which colors acquire meaning: 1. natural universal association of specific colors. 2. color symbolism based on individual experiences, culture, values… for example, black is typically used for funerals in most western countries, while in China white is the color of mourning… When doing business globally, check the meaning of each color for each country: Color symbolism impacts business and personal brands through your messaging, e.g.; websites graphic design, packaging, branding, corporate identity… The significance of some colors is universal, whereas many colors have meanings that shift in various cultures…

When using the Internet for online advertising, businesses must be very careful about cultural differences in color symbolism, since color is first thing that is seen on a website or banner, even before the person understands the language or what the message says… A mismatch between colors and meanings in website content is counter productive, and potentially ruin the business objectives. The customization of a color pattern for each country is becoming more critical as the population profile of Internet users is shifting rapidly…

In increasingly global, competitive, and interconnected market, communication needs to be carefully targeted. Few companies have a brand that is powerful enough to generate the same response worldwide. For most companies, it’s important to understand what the impact of communication and color will be on the targeted group. Therefore, it’s not only important to know and understand the meanings of color in cultures, but also to find the applicable rules for translating them as friendly to the culture…

Colors play a very important role when it comes to business networking, and it’s very important to know and understand the effect that colors have on your target audience, and that your colors give the perception of positive messaging… There are many things that go into a successful business and the meaning of color is among one of the most important ones…

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Power of Color: According to research, color communicates more effectively than non-colors, such as; black and white… Here’s what the research says:

  • Color visuals increase willingness to read by up to 80%…
  • Using color can increase motivation and participation by up to 80%…
  • Color enhances learning and improves retention by more than 75%…
  • Color accounts for 60% of the acceptance or rejection of an object and is a critical factor in the success of any visual experience…
  • Using color in advertising outsells black and white by a whopping 88%…

In a customer survey, 3M asked users to share their attitudes and perceptions about color, and the results of their survey is as follows:

  • 50% felt that using color made the presenter appear more professional…
  • 77% agreed that– presentations that use color are able to communicate better than those that use black and white…
  • 72% agreed that– presentations that use color are remembered longer than those that use black and white…

While these statistics are interesting; you need only look to your own experience to make the most compelling case for color: Think about it. Why are the Sunday comics the most savored and fought over? Even if it were cheaper, would you choose to buy a new black and white television? When you’re driving, is it the color ‘red’ or the letters ‘STOP’ that make you put your foot on the brake? You probably even use color ‘highlighters’ to draw attention to important points on printed articles and reports…

Each year over 700 million color highlighter pens are sold to focus people’s attention on important information. But, there is a lot more to color than meets the eye, for example: Color communicates and  speaks to people in universal language which sometimes eliminates the need for words altogether. Around the world, color-based signage is used to convey meaning, e.g.; airports, roads, hospitals… Color is a powerful device for illustrating both similarities and differences, e.g.; meteorologists rely on color to communicate dramatic weather… And, if you’ve ever tried to read a weather map that is not in color, then you understand just how much additional meaning and information is carried in those subtle shades of color…

In the article Color and Psychology of Branding by Jill Morton writes: Brands and color are inextricably linked because color offers an instantaneous method for conveying meaning and message without words… ‘Branding’ is a word commonly referred to by advertisers and marketing people, but what does it actually mean? Marketing experts define ‘brand’ as the ‘name, term, sign, symbol, design, or combination of them intended to identify a company’s products or services’… In other words, a brand communicates the ‘idea’ of company or product: Brands communicate meanings with the language of– color, shape, image…

Brands and color are inextricably linked, and color offers an instantaneous method for conveying meaning without words. Color is a visual component that people remember most about a brand– followed closely by shapes, symbols, numbers, and finally words… Many of the most recognizable brands in the world rely on color as a key factor in their instant recognition… Research shows that color increases brand recognition by up to 80%… and that 60% of the time people will decide if they are attracted or not to a message– based on color alone!

In the article Using Color Psychology For Effective Business by Fitz Villafuerte writes: Theories in the psychology of color can play an important role in business, marketing… Research shows that colors have the power to alter the physiology and mental states of a person, and marketing managers, brand managers, business managers… use this insight to effectively promote favorable business perceptions and influence in initial customers engagement. Just look around, and you will see evidence of this marketing strategy, for example; fast-food restaurants are usually red and orange, banks and financial firms are often blue, while luxury products are typically packaged in black…

But, always remember that colors may have different meanings across various demographics and cultures, so be very mindful about target markets, and understand the meanings of color as related to your specific markets… However in the final analysis, it’s the value, quality, and level of excellence of the deliverable that determines the sustainable of the business… much more important than any brand aesthetics…

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Color is used as a catalyst for affecting human mood and behavior in business and other organizations for centuries. Today, similar principles of the psychology of color are being utilized across the Internet to influence the interaction and emotional of onlookers and customers alike… Numerous studies have attempted to decipher the correlations between colors and human behavior, and while some professionals remain skeptics, many  others  are not…

According to Keri; color is a constant, it’s ubiquitous, there is no escaping it… Color is a powerful tool to entice and engage a target audience, and if properly used it can be extremely effective… According to Ann Smarty; color is a crucial element of a brand identity, and website color scheme can influence behavior, e.g.; visitors to a website will leave immediately, or to stay depending on color… People will remember your website or business identity at first glance, if you put a little thought and effort in designing the color component of the business…

Remember; color gets people interested in your business; color gets people to remember your business; color is a critical factor in your business branding… Hence, select your business color(s) carefully…