When considering different products and services, what makes certain options stand out more than others? Affordability? Reviews? Well, before you have a chance to analyze those factors, chances are good that you’ve already made some initial judgments. One of the first things someone notices? Color.
When a consumer interacts with a brand, that brand is presented with an opportunity to influence the consumer’s perception. According to the appropriately named study “Impact of Color in Marketing,” 90 percent of snap judgments about products can be based on color alone. Additionally, a study conducted by Institute for Color Research found that it only takes about 90 seconds for the average person to subconsciously make a judgment about a person, product, or environment. Not a lot of time to get your foot in the door, right?
This concept rings true for services, too. Often, one of the first things a potential client comes across is your website. You have mere seconds to influence the viewer, so what does your branding say about your practice?
Color selection for your logo, website, brochures, and other marketing materials is immensely important. Here are a few factors to consider when choosing colors for your brand:
Colors should represent your practice’s personality. Although color theory in marketing and branding has long been a hot topic of discussion, most agree that it’s really just a matter of opinion. What particular colors “represent” can be interpreted differently depending on personal preferences, cultural differences, experiences, upbringing, context, and more. It’s important to keep your practice’s personality in mind ahead of stereotypical color associations and symbolism. Just because you work in the animal health field doesn’t mean your brand has to feel sterile. Inject some personality into your brand! (Did you see what I did there?) Do you consider your practice to be fun and energetic? Tranquil and calming? Color choices can convey these things before potential clients have a chance to read any of the content on your website or brochure.
Consider your competition. Sure, there’s bound to be some overlap in color palettes; there are only so many colors out there. But, color selections are a great way to set yourself apart from your direct competitors and leave a lasting impression on potential clients.
Don’t overdo it. You don’t need to use every color in the rainbow to represent your brand. A good rule of thumb? Use a maximum of three or four colors for your brand’s color palette. It’s always a good idea to begin with a dominant, primary color, and then add a few secondary and accent colors. Consider how these colors work together. Do they contrast enough to allow certain aspects to stand out? Or do they all blend together?
Repetition is key. Once your colors have been established, stick with them! One of the keys to successful branding is consistency. Carry your selected colors throughout your logo, website, printed materials, and even your physical work space.
As a designer, I believe all colors are created equal. I love them all, from exciting neons to subtle pastels. But, you have to recognize the importance of proper color selection and the large roll colors play in the decision making process for potential new clients. You only have a split second to “introduce” yourself. Put your best foot forward with well-thought-out color selections.
Reviewed by: Ashley S. on Nov. 27, 2019