Most business owners don’t take choosing their business colors very seriously. We’ve seen some owners just pick the colors they like and use it across their logo, website and branding collateral. So, what ends up happening is essentially a game of roulette. Numerous studies have noted over the years that the perception of color changes slightly for each demographic. Women, for instance, prefer a different set of colors compared to men the same goes for people in China versus Americans. It’s important to weed out the pseudo-science associated with choosing a color and base your choice on facts.
The fact is that no one color can invoke a specific response like happiness, anger or cheerfulness as some people will have you know. But what you need to do is to choose colors that reflect your brand’s image more efficiently while at the same time sending the non-verbal or unwritten welcome signal to the viewer.
Color preferences across genders
Research has shown that men and women prefer different colors. However, the color blue reigns supreme with both male and female observers finding it appealing. As a matter of fact, even though most men i.e. around 57% say that blue is their favorite color as compared to 35% of women. But women find purple to be their top tier choice of color but men don’t find it appealing. It could stand to reason why you don’t see purple power tools are products associated with men.
When it comes to the least favorite colors men, hate brown (27%) while women found orange (33%) to be revolting. It is also noted that men prefer to side with bolder shades of color while women like softer shades. Men will also mostly choose colors that are blended with black while women will find colors with tints of white more appealing.
When choosing business colors or colors for an upcoming product, it pays to know whether you’re primarily targeting men or women. Use the above research to choose three or two primary business colors which exclusively appeals to that gender.
Adding and contrasting colors for landing pages
Some studies carried out by ‘Consumer Preferences for Color Combinations’ and the ‘Aesthetic Response to Color Combinations’ has found that the majority of people find color patterns which use similar hues attractive. It further helps conversions if elements required to stand out like the ‘buy now’ or ‘find out now’ buttons have a contrasting color. So, you’d want to create a visual base of similar colors and then contract those with complementary colors or even tertiary colors.
Colors that matter to businesses
What does all this mean for your business?
Nobody knows your business better than you do. But the psychology behind business colors is both complex and straightforward at the same time. We can tell you to choose three colors if your business targets men i.e. blue, green and black because it’s what most men find appealing. If your company or products are geared towards women, you’ll want to choose blue, purple and green.
Once you’ve finalized, your business colors play around with different shades of those colors on your website, business card, and brochure design. Ideally, your choices should be based on the feedback you receive from buyers and clients.