Color Matters

Your company message is a vital part of your marketing efforts. You need it to grab a prospective client's attention, tell them how you can help them, and why they should trust you. But did you know that there is more to your message than what you say?

The use of color can send a positive or negative message, increase heart rates, push sales, or even calm a crowd.

Be it business cards, brochures, websites, posters or other material, you'll be making color choices. Colors not only enhance the appearance of the item -- they also influence our behavior. They call that color psychology.

Below is a quick overview of the meaning of basic colors in North America. Of course, variations of the colors and combinations with other colors can push an emotional connection one way or another. The psychology of color changes with lighter or darker shades of the colors.

Red can physically increase heart rates, respiration, and metabolism. It is usually associated with excitement, strength, sex, passion, speed, and danger.

Blue is listed as the most popular color. It actually causes the body to produce chemicals that are calming. It is connected to trust, reliability, belonging, and coolness.

Yellow communicates optimism. A person surrounded by yellow feels hopeful because the brain actually releases more serotonin (feel good chemical in the brain) when around this color. It is associated with warmth, sunshine, cheer, and happiness.

Orange is said to be the most flamboyant color on the planet. It communicates playfulness, warmth, and vibrancy.

Green is a calming color also that's very pleasing to the senses. It is the color of nature, growth, and abundance.

Purple is our most royal color. It is associated with wealth, prosperity, rich sophistication. This color stimulates the brain activity used in problem solving.

Pink traditionally is associated with femininity. It has a calming effect and is most associated with words like soft, sweet, nurture, and security.

White is the color associated with purity; cleanliness, and the safety of bright light. It communicates purity, virginal, youthfulness, and mild.

Black is the color of authority and power, stability and strength. It speaks of sophistication, elegance, mystery, and intelligence.

Gold and silver are often associated with prestige, illumination, and wealth. While they have similar uses, silver tends to evoke a colder emotion than the warmth associated with gold.

In addition to these emotional associations, colors can also create brand memory. For instance, thinking of red might remind you of Target.

For your next marketing effort, be sure you give some thought to the message you want to send and to the psychology of the recipient. Then choose your colors accordingly.