Is Orange REALLY The New Black?

No sorry, we’re not going to talk about the popular TV Show…but rather the importance of choosing the right colors that will truly identify your business.

Did you know that we experience our world through colors?

Different colors spark different feelings, senses and emotions.  The same applies to your company logo colors.

The chart above depicts the different emotions behind colors.

A remarkable 85% of shoppers attribute color as a primary reason behind their product purchase decision.

The Polytechnic University of Valencia and the University of Oxford did a study where they served hot chocolate in different colored cups: white, cream, red and orange.  The drinks were identical, but volunteers claimed the flavor in the cream and orange cups tasted better!

Colors also help us focus on key things around us.  Imagine landing on a web page that is filled with clashing colors.  It would be difficult to focus and you’d likely leave the site right away.  Alternatively, imagine a beautifully, and strategically, designed website like  where white, silver and gray are highlighted with crisp colorful photos…you’d enjoy spending significant time on that web site wouldn’t you?!

When customers and prospects visit your site, they make a decision to stay in mere seconds.  Color combinations influence their behavior and reactions.  Therefore, it’s crucial to carefully select the right color palate for your marketing materials.  And, your logo is the jumping off point for that color palate of choice.

Here are three places your business colors play a key role:

1. Branding

Your branding and colors invoke people’s expectations of your company, and aid in their decision to do business with you.  Perception is reality.  According to a study by the University of Loyola, Maryland, color increases brand loyalty a whopping 80%!  And, let’s not forget that Coca-Cola attributes 65% of it’s revenues…yes I said revenues…to the “power of the brand.”

2. Website

Your website is a great place to influence positive behavior, via a visually pleasing, cohesively branded, high-impact color combinations.  According to CCICOLOR, people make subconscious judgments about a person, environment or product within 90 seconds and up to 90% of that assessment is based on color alone…Wow…something to think about, right?

Color is also instrumental in driving website visits and actions.  As noted above, according to Color Marketing Group, a remarkable 85% of shoppers attribute color as a primary reason behind their product purchase decision.  Really?  What about the quality of the product itself?  Again, perception is reality.

3. Advertising

Just like everything else, color plays an important role in advertising and marketing communications.  To aid, and reinforce branding, it’s important to use colors within your logo and company color palate.  The only exception is when your campaign is focused on a social mission (i.e. pink for breast cancer charities) or holiday (i.e. orange and black for Halloween) and even then, you still want to incorporate some synergy with your company colors.

As you can see (no pun intended), color is a powerful tool in helping to drive the actions and behaviors you seek from customers, prospects and people overall.  But you don’t have to figure it out alone.  We, at Exceller Marketing, are here to help you choose the right colors for your business and marketing efforts.

So to answer the question, is orange really the new black? Well, purple denotes creativity, imagination and wisdom, and green represents new growth and wealth, so you decide who better to assist you in growing a successful business (wink wink)!

Feel free to contact us today for a FREE marketing consultation.  

Best regards, until next time!

Kathy Argyros
Founder and Chief Consultant Exceller Marketing, Inc.

Exceller Marketing is a full-service marketing firm and website design agency servicing small and medium businesses, as well as entrepreneurs in Westchester County, NY and the tri-state area. With powerful traditional and digital marketing communications, coupled with business development, we keep our clients ahead of their competition.


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