Why The Psychology of Color Makes a Huge Impact On Your Small Business

psychology of color

Running a small business means wearing a plethora of hats. From building a team you can rely on to final delivery of your products and services, you’ll make thousands of big and small decisions along the way. One of those decisions will come when it’s time to identify your target market and start gearing choices and decisions away from your preferences and toward theirs. That’s where the psychology of color can be used to give you a competitive edge.

Starting with your logo and complete visual identity and culminating in delivery options and packaging, your target market will play a huge role in the growth and development of your business. So, how does the psychology of color influence the behavior of your target market? When you and your graphic designer understand the psychology of color, that knowledge can go a long way toward appealing to your target market and expanding your overall reach.

Did you know using color correctly can give you an edge over your competition? Graphic design is a careful balance of font, shapes, colors, and your message. The right choice of color in combination with all other graphic design elements effectively communicates your message to your target audience. 

One of the best features of color in your branding and graphic designs is that it’s so easily changeable and adjustable. That makes it easy to perform A/B testing – the ultimate way to measure how your ideal clients will respond to your color choices. Digitally, it can mean a change as subtle as the color on a call to action button. In print, it can mean the difference between a background in soothing, tranquil blue and one in lively, energetic red.

How The Psychology of Color Evokes Emotional Responses From Your Customers

Let’s take a look at some of the feelings and emotions your color choices might make.

  • Warm colors evoke happiness, passion, action, and thoughts of love.
  • Cool colors invoke balance, serenity, calmness, and peace.
  • Dark colors are associated with reliability, authority, seriousness, and strength.

Playing off these emotional triggers, brick and mortar retailers can use color to create accent walls bosting featured items, sales merchandise, or contest entries. Similarly, digital retailers might use color to draw attention to specific areas of their websites. Color can be used to spotlight sales, feature certain items, and prompt impulse purchases.

How do you use the psychology of color to your strategic advantage? Next time you’re planning graphics for your small business, keep the principals of color psychology in mind. A small tweak in your color elements can make your graphics pop and elicit the desired response – and corresponding action – from your customers. Make sure your color choices complement each other, rather than fighting for attention.

Is the graphic design team at DPRINT designing, printing, and delivering your products? If so, we’ve got it all handled. Our years of skill and experience will ensure you receive the best of the best. Are you working with MYDPRINT to create your own graphics products while we handle printing, delivery, and installation? You can’t go wrong either way. Start your graphic design project by choosing colors that represent your brand, appeal to your target audience, and nudge them toward the action you want them to take. You’ll be amazed at the role the psychology of color plays in your branding. You’ll be excited about the role it plays in the growth and development of your business.