For many of us, coming up with the branding, or the re-branding of our company can be a daunting task. In regard to colors we often go with our personal favorites simply because it’s aesthetically pleasing to US. We also as small business owners don’t have the budget for large branding companies so we take matters into our own hands, or pay as little as possible because what our logo and branding looks like doesn’t really matter, right?
 
Wrong. Contrary to popular belief of most SMB owners, your companies branding matters a great deal. In this post I will provide you with ONE of the most important aspects of branding which is color, why it matters, and what it means to your customers and potential customers.
 
The Psychology of Color
In a study titled Impact of Color on Marketing, researchers found that People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products. Additionally, given that our moods and feelings are unstable and that colors play roles in forming attitude, it is important that SMB owners understand the importance of colors in marketing their company. Below is an infographic describing the feeling and emotions each color creates.

 
The Importance of Color in Branding
Have you ever asked yourself why major brands like Coca Cola or Mc Donalds choose the colors they do? And have you ever noticed how synonymous those colors are across everything they release?
 
Just as an example let’s talk about the color RED since it’s used by both companies mentioned above. As described in the infographic, red portrays boldness, energy, and evokes intense emotion. For Coca Cola this does everything they want it to do. It describes a bold and energetic company appealing to a youthful audience, as well as evokes an emotion which prompts people to make purchases. Red and yellow are two of the most commonly used colors in advertising and have proven to boost sales. So you see it’s no surprise why two of the most recognizable brands in the world choose to use these colors.
 
My intention isn’t to convince you to use red in your logo, it’s to give you a broad overview of why color matters to your company and that putting more thought into it can greatly benefit your future success. I could write a 10 or 20 part series on the importance of color in branding but for today I just wanted you to dip your toes in.