Color Me Interested

When I started my business and was developing the logo, SCUSAI started with the neon sign maker.  Knowing I had a limited budget to devote to critical expenses such as advertising,  I needed the signs on my stores to serve as much of an advertising beacon as possible.  My question; what colors and font styles are most legible from the greatest distance?   The answer gave me my primary color and font used in the Sleep Country USA logo later designed by an artist at my local newspaper.

Years ago I had read the most universally wearable and desirable color to women around the world regardless of age or skin tone was the robin’s egg blue used by Tiffany & Co.  As a result, when choosing a gift for a woman I may not know very well, I will pick something in this iconic shade of turquoise blue.

Beyond that, I had not given much thought to how color influences decisions or even how color could enhance a customer’s experience.  A brief tidbit in the Wall Street Journal in January cited a study which found people who drank hot cocoa from an orange or cream mug found it more desirable than those drinking the exact same cocoa from a white or red mug.

That peaked my interest.  Could we really enhance a customer’s experience simply by the colors we choose?  Not an isolated incident, the same researchers found the strawberry mousse was described as “sweeter and more intense” when served on a white plate over a black one.  A valuable piece of information for restaurants, coffee shops, caterers and even hostesses who want to wow guests!

Jan McLaughlin is a professional speaker and an expert in spoken, written and visual communication.  Color was one of the critical design elements she covered in a seminar on visual communication recently given to attendees of the NSA-NW Speakers Academy.

Color-for-influenc-infographColor Matters has a wealth of information on color and how it influences our decisions.  My Social Media posted a great quick reference guide using Color Matters research that summarizes how different groups react to various colors.  Use this guide to be sure the color you are choosing helps convey your message effectively.

We all have to select colors many times in countless areas of our business from logo and branding to displays to merchandise to desk accessories.   Why not chose colors that help us communicate effectively, enhance customer experience and accomplish our goals?  

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