Colors Count –

Barbara Weltman Color can become synonymous with your business. Coca Cola is known as “Big Red” while IBM is “Big Blue” and the McDonald’s yellow arches mean fast food – primarily hamburgers. Make color work for you to enhance your business image and drive sales.

The importance of color
When it’s time to decorate your office, store or other business location, paint is often the cheapest way to spruce things up. But the colors you choose are more than just a decorating statement or an artistic decision; they can be conducive to growing your business. Color can account for 60% of the acceptance or rejection of a product or service, according to ( There is no rule about what colors to use, but those studying the psychology of color have learned that some colors are more helpful to certain types of businesses than others.

Color chart for businesses
The following color guide may be instructive when you are selecting colors for your workspace, your logo or other materials used in your business:

  • Red shows, among other things, action, warmth, power, excitement and heat. This color has had positive results fro automotive sales, casinos, pet shops, pasta shops and pizzerias, and other restaurants. It is not recommended for medical companies because the color is too closely associated with blood.

  • Orange is a lively and fun color associated with warmth and happiness. It has been shown to stimulate appetite, so it is often used in Mexican restaurants. Other establishments favoring this color include fitness centers, vitamin shops, dance clubs and businesses with products targeting Latin American and French consumers.

  • Yellow obviously is sunny, cheerful and optimistic. It is often used in florist and candy shops, toy stores, amusement parks and discount stores.

  • Green has a number of different connotations, including nature, youth, money and renewal. Light green has a calming effect and can be found commonly in waiting rooms. It is also a good color for financial businesses such as accountants, banks and financial planners. And, of course, it is popular with businesses dependent on nature, including green houses, vegetable stands, and landscapers. Establishments selling food should avoid yellow-green, a color shown to be an appetite depressant.

  • Blue is peaceful and trustworthy and is also the most popular color among both men and women (hence its frequent use in corporate logos such as those of IBM, American Express and Dell). This color may increase productivity and, like green, depress appetite. It is often found in the offices of doctors, medical suppliers and psychologists, as well as in motels, pool companies, travel agencies and weight loss centers.

  • Purple is luxurious and sophisticated. It is used commonly by artists, beauticians, bookstores, upscale clothing stores, country clubs, golf courses, jewelry stores, magicians, nightclubs and photographers.

  • Brown is reliable, comfortable and mature; it can also symbolize richness. In addition to the obvious – coffee houses and lumber yards – it is used in cabinet shops, craft stores, hardware stores, herbal shops and western clothing and décor stores.

  • Black is power, elegance, technology and sophistication. It is used by accountants, attorneys, electronics stores, music stores and tire stores.

  • White not only stands for purity and cleanliness, but also freshness. It is used by bakeries, bed and bath shops, bridal shops, caterers, cleaning services, daycare centers, dry cleaners, medical facilities and wineries.

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