If you’re looking for easy ways to convey a message about your business, start with the colors that you are using in your marketing materials.

Consider the following:

• An insurance company with a hot pink logo
• A bright red logo for a mortuary
• A children’s book with a black and navy blue cover

I’m sure you agree that the above items would seem a bit bizarre, but why?

Colors influence mood. Scientists and psychologists made note of this fact in the 13th century, but this knowledge really goes back to antiquity.  If you google color theory, color psychology or color symbolism you can find the “meanings” or “feelings” associated with each color.

Have you ever noticed how most fast food chains use red and yellow in their logos with some adding a slight navy blue border?  McDonalds, Burger King, Wendy’s, In-N-Out, Church’s and Popeye’s all use these colors.  What about most insurance agencies using hues of blue?  They are all communicating a meaning to you through their color selection.

What colors are you currently using?  What emotions or concepts are normally associated with your colors?  For a quick overview, check Wikipedia for common color meanings.

Many small business owners make the mistake of simply using their favorite colors in their logos or marketing materials.  While your favorite color may say a great deal about you personally, it may not be appropriate for your industry or specific business.