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FEATURED ARTICLE — June 20th, 2018

Small Business Branding: What Color Says About Your Business

Color has a deep and often subconscious effect on our behavior.

According to a study examining the effect of color on sales, 92.6% of people surveyed by the CCI: Institute for Color Research said that color was the most important factor when purchasing products.

How you use color in your business can affect the success or failure of your business.

Let’s take a closer look.

Color: Truly in the Eye of the Beholder

We can thank Newton for discovering that color is the sensation of light bouncing off something and entering our eyes. Newton found that light is made up of many different wavelengths, each one perceived as a different color.

For example, the color red isn’t actually in the strawberry itself. The surface of the strawberry absorbs all of the light except for the wavelengths we perceive as red. These bounce off of the fruit and into our eyes.

How the eye sees color, via Ted Ed

We have millions of light-sensitive cells, or receptors, at the back of our eyes.

The brain takes those signals and interprets them as color: in this case, red.

Because the brain is interpreting the color, that means that color is, by nature, a sensation.

Sensations are personal.

It’s this fact that makes our choice and use of color so critical to the success of our businesses.

The Qualities of Color

While our perception of colors and what they mean is subjective, there are some basic qualities that we can apply generally.

Red. Often considered exciting, attention-grabbing, warm, and connected to love, anger, life, and comfort.

Yellow. Seen as adventurous, evoking happiness, enthusiasm, youth, and travel.

Green. Of course, this color is connected to money, but it’s also... Read More

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