By M. Isi Eromosele

In today’s competitive global marketplace, it is imperative that companies search for ways and methods to make a lasting impression on their current as well as potential customers. Color is a powerful tool with which to make this lasting impression.

If not used appropriately, color can affect the success of marketing campaigns, brand building, customer relations and customer perceptions.

Color should be a major consideration in the overall look of a company website, the design of business logos, marketing collateral, corporate identity package, product packages and importantly, the company’s office interior space. This aesthetic element is so influential that company and product brands are built around particular colors.

When consumers think about some major companies, they think of a specific color and the companies’ familiar logos, which contain the color. Since branding is dependent on customer perception, it is imperative that companies choose colors that represent their brand personality.

Since consumers see, read and interact with various media, such as websites, television, newspapers, magazines and brochures and the Internet, color choices are definitely crucial to the branding of a company. As such, companies should choose a representative color scheme that would be used constantly throughout their marketing campaigns.

When a well designed corporate website also offers colors that have been used for several years, the company benefits from the familiarity that the brand have with its customers. This type of consistent color usage tends to build loyal customers because of the comfort it generates in them. They feel at home.

A major reason why a potential customer is attracted to a website is its color scheme. This is especially true for retailers. The colors on the site make the first impression even before the customers get to read the content. No matter how good the quality of the content on a website is, the colors have to make the visitors welcome or they will leave.

When visitors open the website of a company they are familiar with, they bring certain expectations with them. They expect to see colors and a logo they are familiar with. Familiar colors constitute a major part of customer user experience when consumers visit a company’s website.

A company has the capability to control their visitors’ moods through the colors used in their offices. This is because human emotions can easily be triggered by the colors around them. Color can influence whether a customer buys a company’s product or not. It is imperative companies to know which colors can trigger certain emotions.

Organizations must choose the right color grouping that would trigger positive feelings in their customers. Color is the first thing a visitors to an office notice. It is the first thing shoppers notice when they entire a retail store. It is a subconscious mental reaction to their new surrounding.

Choosing the right corporate color is part science and part logic. Color schemes need to be customized to specific company situations and the industry they are part of. The colors suitable for a pharmaceutical company would be inappropriate for a retailer.

Red color indicates warmth and excitement. Green and blue, which are cool colors, improve peaceful and satisfied feelings. Dark colors make objects look heavier. Light colors make them look lighter. Colors mean different things to different people. Give careful thought to choosing your corporate colors. It is very important to your business.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

Copyright Control © 2011 Oseme Group