It’s amazing how something as simple as color can have such a profound effect. The color of your brand, or logo, may seem trivial, but if done correctly is a fundamental tool in building trust for your brand. In fact, color selection is such a fundamentally powerful element in building trust for a brand that Google tested over 40 different shades of blue—most of which had imperceptible differences unless viewed side by side—before selecting the final color. If companies as large as Google dedicate resources to minuscule changes in colors, it is clearly vital, but why?
Why Color Choice Matters
It turns out that the field of color psychology is extremely complex. Also, similar to a lot of areas of scientific study, there are disputes as to its legitimacy. Despite bickering among scientists, there is evidence that supports color has a strong influence on the customer.
The main area where the color will have a profound impact in the context of a trade show is in its ability to grab attention. Thinking about it in comparison to nature, the next time you go out on a walk, if you take time to become cognisant of the things that are grabbing your attention, you’ll notice things like brightly colored flowers will immediately attract your eye as opposed to the dull and drab.
Emotional Effects of Colors
Colors do more than just grab the transient attention spans of patrons that walk past your booth. They can also have subconscious emotional effects that help sell your brand’s authenticity.
For example, if your brand is delivering a bold market transforming product or service using a color scheme such as brown and tan might not send out that message on a subconscious level. Whereas leveraging a color scheme that uses something like red, bright yellow, hot pink, or orange may exude a feeling that your brand embraces risk and is ready to shake things up.
Color Theory is Hard
If you are one of the many people that struggle to pair colors, or if there is something out of place in your designs that you can’t quite put your finger on, you’re not alone. A quick Google search on color theory will yield result upon result of courses designed to teach this concept.
To convolute matters even further, there are general rules that can be applied to most situations, but the difference between a color expert and a novice is knowing when to break those rules to send a specific message—such as building trust in your brand. This is where shifting your focus to a partner with extensive digital marketing experience simplifies the entire process.
- Gateway Will Help You Send the Right Message
If you want to ensure the proper color selection to build trust and send the right message to your customers, then you need a partner with experience and expertise. Gateway’s comprehensive marketing services can help you in all areas of brand development.
Our knowledge of the effective use of color is only the beginning. We can craft stunning logos, develop targeted advertisements, and assist in strategy and brand development. If you’re ready to build trust and communicate your brand’s message clearly with your customers, contact Gateway today.
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