A theory on color theory

Nov 28 2007

What color is right for your business? Many of us in the design community will often talk about color theory; the idea that certain colors have certain meanings. Green means natural, blue means relaxing, red means danger, etc. But on the other hand, green is also a color associated with progress and technology, blue is strongly connected to health and healing and if red meant danger, I think Target would have thought differently about spending billions to brand with it.

So what does color really say about your business? Whatever you want it to. If someone tells you unequivocally that a certain color means a specific single thing, they’re really saying that’s what it means TO THEM. All my friends and colleagues know I’m a big fan of the color orange. I’m not ashamed. I think it says smart, contemporary and fresh. But some people feel differently about orange. Some people think it’s retro, some people think it means safety. But what does it really mean? All these things and more depending on the context.

How do you decide what colors work best in the context of your business? Here is my simple 3-pronged strategy:

1. Whenever you’re in doubt about any aspect of your brand, take off your “entrepreneur” hat and try to put yourself in your customer’s shoes… It’s extremely helpful to close your eyes and try to put together a mental image of a typical customer. Male or female? About how old? How much money do they make? What kind of car do they drive? How do they dress? Where do they shop? Once you have a good mental picture, think about the color schemes that would connect with that person. Not getting anything? Think back to their clothes and their car. If you can see your customer wearing or driving a particular color, it’s probably a good candidate. Is your customer a male executive that dresses mostly in gray business suits and drives a black or silver sedan? That wouldn’t make for interesting design. In that case, look at his tie. Don’t forget: even if your company sells business to business, BUSINESSES don’t sign contracts… People do. At the end of the day, your audience is always people no matter what you’re selling.

2. Think about your product or service. Is there any range of colors that you should explore or eliminate strictly based on what you offer? For example, if you sell something that’s organic or natural, it makes a lot of sense to look at colors commonly found in nature. If you sell a product or service that has to do with cleaning, you may want to stay away from colors that are dull or dark.

3. Only choose colors that you are comfortable with and don’t let a designer push you around. They work for you and not vice versa. Respect them for showing you something gutsy or unconventional and for being passionate enough about their work to make a good case for it. But when it’s all said and done, they need to listen to you if you’re not comfortable with what you’re seeing. You’re the one that needs live with it, you’re the one that needs to stand in front of the customer and present it. If you don’t like it and can’t feel passionate about it, you’re doomed to changing it in the near future. Guaranteed.

And one last thing… If your business is personal to you, there is nothing wrong with choosing colors that have personal meaning. Unless they conflict directly with the nature of your audience or service, they will represent you well. You should always put pieces of yourself in your business wherever it makes sense. A color palette you love is just another one of those little things that can make you feel extra good about running your business — and anything that boosts your daily morale or gives you an extra shot of confidence when you’re in front of a client will only contribute to your success.