WILMINGTON, Mass., Dec. 30, 2013 /PRNewswire/ -- Scientific
studies in academic journals and textbooks have repeatedly shown
the colors you select to brand your business can be among the most
effective ways to attract and keep customers.
(Photo: http://photos.prnewswire.com/prnh/20131230/NE38981)
Consider fast food restaurants, many of which use bright reds
and yellows to dress up their brands, such as McDonald's, Burger
King and Wendy's. Bright reds have shown to draw customers'
attention by creating a sense of excitement, while the yellows
cause them to pause, feel happy, and encourage them to make a
purchase because of a positive frame of mind.
If you need further proof of the persuasion of color, think
about the last time you drove along a busy retail highway or walked
about a food court at a shopping mall. Which colored signs pulled
at you the most? Bright reds and yellows were likely among
them.
Color preferences seem to be deeply rooted emotional responses
that lack any rational basis, says Dr. R.
Douglas Fields, a senior investigator at the National
Institutes of Health. In an article written to Psychology
Today, Dr. Fields says "color rules our choices in
everything." He also notes people like to think of themselves
as rational, but in fact they are often unknowingly ruled by the
"mysterious" power of color.
The psychology of colors is not lost on successful businesses.
Take UPS delivery services which use a solid brown for its trucks
and driver uniforms. Studies show that brown connotes reliability.
And that's exactly what UPS wants its customers to think when
they're entrusting their packages to the company for delivery. Or,
how about IBM which uses an inviting blue for its products,
packaging, and logo. Blue has been shown to help instill a
sense of loyalty in customers. And in the highly competitive world
of software sales, loyalty is a much sought after
commodity.
Marketing experts agree that for maximum benefit, branding
colors should be displayed at all customer touch points. And
the more personal the touch point, the more important the color
choice can be.
"That's why the colors used for employee uniforms can play a
significant role in a business' success, says Adam Soreff, Director of Marketing at UniFirst
Corp. (www.unifirst.com), a provider of customized uniform and
workwear programs to businesses throughout the U.S. and
Canada. "Utilizing the psychology
of colors can most definitely help reinforce a sought after
business image or message, such as technical proficiency or
reliability. And customers often subliminally take such
'uniform' messaging more seriously because it's being worn by a
real person, someone who embodies the brand and makes the brand
more tangible to them."
Is your business making the best use of company brand and
uniform colors? Here are some widely recognized attributes of
colors:
- White: pure, clean (worn by doctors and nurses to imply
sterility)
- Black: power, authority (helps project knowledgeable
expertise)
- Green: calming, growth and fertility (favored by
landscapers/garden centers)
- Purple: royal, dignified (helps suggest "premium" products and
services)
- Orange: warm, vibrant (used to create a playful business
environment)
- Silver: prestige, scientific (often the choice of high-tech
companies)
- Red: excitement, confidence (tends to be used to distinguish
employees in expansive business setting)
- Blue: Trust, belonging (the most popular color used in all
businesses)
- Yellow: Warmth, happiness (used to promote a general sense of
well-being)
- Black: Sophisticated, elegant (helps promote premium-priced
products and services)
- Gold: Elite, prestige (fosters a sense of the very best)
A final tip: Select the right colored brand identity and
employee uniforms for your business and you'll likely make you
competitors "green" with envy.
About UniFirst
UniFirst (NYSE: UNF), a North American leader in the supply and
servicing of uniforms, workwear, and protective clothing, outfits
more than 1.5 million workers each business day. The company's most
popular brands include UniWeave®, SofTwill®, UniWear®, and Armorex
FR®. UniFirst also offers Facility Service programs including floor
mats, mops, and restroom products. For more information, contact
UniFirst at 800-455-7654 or visit www.unifirst.com.
SOURCE UniFirst