Color is a powerful tool in your marketing and branding arsenal. Particular hues can incite a range of emotions, associations and responses in viewers, which affects the way your brand is perceived. In fact, many studies have shown that color helps us remember information, comprehend what we see, can emphasize important data, and add dimensions that make the overall design appear more credible.
When consumers make snap judgments about brands in relationship to color, they are mostly judging the appropriateness of the color. In other words, do the colors used seem to “fit” the brand? For example, it would seem odd for an estate planning attorney’s branding to be heavily saturated with hot pink or magenta. Just not a good fit. A professional navy or calming green hue, however, would seem much more appropriate and would enhance the credibility of the brand.
I wish I could tell you that there’s one magic formula: use 75% blue with a dash of red with some white accents. But I can’t. While studies can give us plenty of insight into how our audiences generally perceive colors, the results are just that – generalizations. Individuals’ own experiences and cultural perceptions change how they perceive colors. For example, men and women perceive and react to colors differently.
While there is no foolproof formula to choosing the perfect palette, we can use these generalizations to narrow down the options and choose hues that will appeal to the majority of our desired audience. For example, many of our estate planning and elder law attorney clients want their website audience to feel a sense of calm. They want to give the impression that their firm is a safe, comforting place for families. Because studies have shown that green has a comforting effect, it would be a good starting point for an effective color palette.
Luckily for you, designers at Integrity Marketing Solutions have studied color theory so you don’t have to. I love looking through color palettes and choosing just the right one for each specific client I work with. Color shouldn’t be intimidating – it should be inspiring!