A big part of sales and marketing is all about connecting subconsciously with your ideal prospect. It’s all about making them feel comfortable enough to have a real conversation to see if your products or services are a good fit for them.
In marketing, one of the main components of making that connection—or not—is the colors your organization uses as a part of its brand. Some people pick their favorite colors. But if you’re not intentional with your color selection, you can end up sending the wrong message.
Think about the medical industry. When you think of hospitals, health clinics, and pharmacies, what colors come to mind? Chances are it’s a muted blue or green. That’s because blues and greens tend to convey a sense of calm, peace, and healing.
Here are a list of some common colors and the psychological effect or emotion they convey:
- Black: Elegance, Formal, Mysterious, Power, Strength
- Blue: Calm, Peace, Relaxation, Reliability, Sincerity
- Brown: Comfort, Genuine, Dependable, Earth, Simplicity
- Green: Beauty, Endurance, Growth, Safety, Stability
- Navy: Corporate, Expertise, Masculine, Stability
- Orange: Creativity, Enthusiasm, Friendly, Health, Joy
- Purple: Creativity, Dignity, Imagination, Power, Romance, Wealth
- Red: Danger, Energy, Love, Passion, Power
- White: Clean, Elegant, Good, Pure, Simplicity
- Yellow: Cheerful, Energy, Hope, Intelligence, Positivity
When you’re selecting your colors, do some research online. Look at what your competition is doing. You can uncover what psychological effect they are communicating—intentionally or unintentionally—by looking at their logo, website, and even social media presence.
Of course, don’t just copy your competition. Remember Sandler Rule #35: If your competition is doing it, stop doing it right away. Look for colors that help you connect subconsciously with your ideal prospect and also differentiate you from your competitors.
About the Authors
Mike Crandall
Mike Crandall is a Speaker, Consultant, Coach and Trainer focused on Sales, Management, and Leadership Development.
He's also the owner of Sandler Oklahoma, a world leader in innovative sales, management, and leadership training. They offer consulting, coaching, and training for individuals and organizations serious about professional development and growth.
Mike is the author of "Motivational Management The Sandler Way" and has written a sales column for several years.
Tim Priebe
Tim Priebe is a public speaker, author, columnist, and the owner of T&S Online Marketing. He helps businesses that are worried they don’t have the expertise or time required to invest in doing their own digital marketing. He helps them plan where and how much to invest and often helps execute the plan.
Tim’s company helps with websites, social media, blogging, email newsletters, Google rankings, and online video. Tim is the author of several online marketing books, including "102 Tweets," "Blog a Week," and "Online Marketing Mindshift."
