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Image is a vital factor in any business branding effort. Color is part of the process of

building an image. If you might notice, several top businesses are recognized by their

distinct colors. Therefore, you need to realize the potential impact that carefully

choosing the color to use as part of your brand strategy will help establish your

company’s image amongst consumers.

Importance of Color

Although it might seem trivial, color affects the memory recall of consumers on your

product or company overall. When they think of a certain color similar to the ones used by

your company brand, then they will easily associate that color with your product. The

presence of color will then stimulate one’s senses and sending message signals without

having to initiate a communicative pattern.

Now that you know the role that color plays in your brand strategy, the next big dilemma

is choosing the color to use. However, even this one shouldn’t be as difficult provided

that you have clearly set out the guidelines and vision you have for the company. Once you

have chosen the color, you must then use that in all of your business promotional

materials to further enhance the prominence of the color in association with your company

and its products or services.

Each color have its universal meaning that you must take into account before using them in

your business branding efforts. Here are basic colors to consider:

Blue

The color blue, universally speaking, is a well-liked color. It exudes a feeling of

trustworthy, responsibility, and security. That is why blue is also commonly used in the

business industry because it is not only pleasant to look at, but it exudes a positive

vibe as it is a color associated with the sea and sky. The message of stability conveyed

by the use of this color builds up trust among individuals working within an institution.

Red

Another popular color used in several brand of company. The color red stimulates your

senses rapidly, hence it is an attention grabbing color that creates the impression of

being aggressive and energetic. This color is utilized by businesses who want to evoke

emotion and quick response from potential customers. Fast food chains typically use the

color red because it exhibits a hot, burning and intensify attitude.

Green

In terms of its universal meaning, green connotes health and serenity. But the meaning can

differ though according to the shades of green used. Lighter shades of green produce a

calming effect while darker ones exude wealth and prestige.

Yellow

This is a color closely associated with the sun. Therefore, it is a color that you might

want to use if you want to establish a positive message of optimism and warmth. There are

also varying shades for this color but their meaning ranges from creating motivation to

producing positive energy. Bright yellows effectively captures the eyes, so you might want

to use this color for displays and you can get people’s attention, which is the first step

in every purchase process.

Black

This is a classic choice of color for a business brand. Aside from that, it also connotes

a bold, powerful, and sophisticated persona. Therefore, this color is quite common for

expensive products or most sophisticated gadgets.

White

As always, white signifies simplicity and purity. Because any white object produce a

certain level of brightness, it is good for use on signages. The same with black, it also

helps you achieve a professional and powerful image. This color is best associated with

products relating to health and sanitary care.

Use all these pointers when choosing a color for use on your business branding strategy

and you will be able to produce more impact on your marketing campaigns.