Color Your Small Business

Throughout the years the popularity of colors has definitely changed. In the 1960’s the color of choice was avocado green; but now that color is no-where to be found. Pantone recently named Marsala Red the official color of 2015; but the most popular colors—at least according to the Color Marketing Group—may vary, especially across the globe.  Europe and Pantone are like-minded in the fact that they both are leaning toward a deep and earthy red but Asia’s most popular color of 2015 is expected to be a natural-looking green. Maize, a light yellow color, is expected to be number one in Latin America, while an androgynous blue might be popular in America. This ever-changing color preference brings up the question of classic colors verse popularity when choosing the color branding of your business. Should your marketing lean toward the current popular colors and risk looking out-dated in a few years?

One of the most important things to keep in mind when choosing a color for your business is what colors are usually used for products and services like the ones you offer. If you choose a color that is widespread in your field, there will be an immediate subconscious relation between your branding and your business. The color blue is often associated with dairy products, toys, and banks while the color red is ubiquitous with pizza. Green is often used in health foods and natural products. And pink is associated with kids and cosmetics.

So if you own a natural cleaning service, you should go with green, right? Well, it is not always that simple. You should also take into account the colors that your competition uses. Most gas stations use blue for their signs, but Shell stands out with their bright yellow signs. If your industry is drowning in a sea of like colors, consider branching out as a way of standing out.

Another thing to consider is the feelings and emotions associated with certain colors. We all know that red symbolizes passion, danger, and anger. In this way bold, primary colors are seen as assertive, while pastel colors are seen as sophisticated. Think about the shade of color you want to use and how that will affect the way your business is perceived.

No matter what color and what shade you pick, choose wisely as it will affect how your customers see your business for years to come. Branding often makes or breaks small business, don’t let current popular opinion dictate all of your color choices for your business, after all, you could end up with an avocado green logo in a age where no one would be caught dead in that shade.

Alaimo, Kara. “5 Questions to Ask About Color in Your Marketing messages” Entrepreneur.com Dec. 17, 2014