There are many factors to consider when deciding the colors for your brand identity in Nashville. Numerous studies are conducted and have been performed pointing to the importance of color and how it affects the perception of your company or brand.
As this article from Help Scout suggests, there is psychology involved in the decision process behind a consumer’s reaction to your choice of color. Think of a blue sky. Does this evoke a sense of calm? Do you imagine the vastness and pleasantness of a day that is associated with a clear blue sky? Possibly. Now alter and deepen the color of the sky. Do you sense storm clouds on the horizon or perhaps an impending storm? Some consumers will and some won’t because our perceptions are also based on our experiences. A yellow sun in the desert and a yellow sun in London, England could create completely different reactions. So think about your consumer base when deciding on your colors.
Does a local Nashville university associate with a particular hue or color combination? Your marketing efforts may win points with that fan base, but fans of rival schools may be turned off subconsciously if they are alumni or have a strong affiliation with the opponent.
Your “brand personality” if strong enough, will probably be associated with the color combinations you choose indefinitely as consumers do not react well to a sudden switch in a brand or logo. Well McDonald’s ever abandon the Golden Arches? Not likely.
Finally, research by Satyendra Singh of Winnipeg, concluded “…people make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negatively – and therefore, to attitude towards certain products.” 90 Seconds! That’s an amazing snap decision and adheres to the saying “first impressions are lasting impressions”.
So keep in mind when brainstorming for your brand colors, that reactions to colors will vary immensely based on gender, socioeconomic status and geography amongst a host of other factors. Consider the above scenarios and get to making your color selection for your brand. A second opinion never hurts, so feel free to reach out to us at Ambrose Printing Company.