How can specific colours be used to boost business?

Coloured Shirt

People who want to be successful in business should constantly be thinking of ways to get the edge over their rivals.

There are so many aspects of a business to consider, from investments to marketing, and some facets are simply overlooked. But it’s sometimes the small details that can make a massive difference. Something which all businesspeople should consider is how they make use of colour within the company. Colour can have a powerful psychological effect, and it can influence people to buy more or put trust in your product.

Do Different Countries Have Favoured Colours?


Colours have had a heavy influence on marketing and business over the years. People have learnt to associate certain colours with particular feelings or emotions. It should be noted, though, that this can differ from culture to culture. When thinking about which colours would work for your business, you should consider the target audience and the countries that you are based in.

When thinking about which colours are considered to be lucky, there are various differences across the world. For example, in China, red is associated with luck and good fortune, wealth and prosperity. Chinese people dress in red on special occasions, and on Chinese New Year they hand each other red envelopes containing money. It is thought that this association with red as a lucky colour stemmed from the legend of the monster, Nian, who was scared away by red.

In Western culture, green is often believed to bring good luck. The famous “luck of the Irish” is associated with this colour, and lucky emblems such as four-leaf clovers are green. Green is also considered lucky in the Middle East, as it’s the colour of Islam.

Can Colour Make People Buy More?

By incorporating lucky colours into your business pages, and even products, you may be able to influence people to buy more. There has been a lot of research into this subject, and there are some interesting statistics supporting the need to focus on colour. Did you know that colour increases brand recognition by 80 percent? And that 66 percent of people won’t buy an appliance unless it comes in their preferred colour? If you hadn’t put much thought into colour in your business before, these figures may cause you to rethink your approach.

There are a number of colours that experts would recommend avoiding on your website unless you are targeting a specific niche. For instance, pink is associated with being a feminine colour, and using a lot of it is likely to alienate male shoppers. Neutral colours like grey and brown should also be ignored, as the former is associated with feelings of sadness and the latter with boredom. This is hardly something you want shoppers to feel when they are browsing through your products.

There is some interesting psychology involved when it comes to colour in shopping. According to research from Russell Hill and Robert Barton of the University of Durham, red is consistently linked with a higher probability of winning. Athletes that wore red were more likely to win, and the colour conveys power. For this reason, red is often used in business to trigger action and can be most effective when trying to get someone to buy something on impulse.

Blue has been found to boost sales indirectly as it’s a colour which stirs up feelings of relaxation and tranquillity. While red is used as a way to instigate instant action, blue is used more subtly and to stem feelings of anxiety which may be associated with purchasing a product.

When thinking about which colours to use, it often depends on the thing that you are selling. Green, for example, has outperformed red as a way to sell consumer electronics. It is the favoured choice for the “add to cart” or “buy” option on retail websites with 21 percent of companies choosing to use the colour.

Should you Dress in a Particular Colour for Business Meetings?

Businesspeople shouldn’t only consider colour schemes for their websites and products, they also need to think about how they use colour when they dress. Colour can be used as a great way to display authority when addressing employees, for instance. To show that you are powerful, you could choose to wear a red shirt or tie. Other times when this could be a clever way to dress would be when trying to clinch deals with prestigious clients. Prime Ministers and presidents can often be seen wearing red ties to display their authority (unless it clashes with their party’s colour, of course).

There are other occasions, though, when you may want to come across as more trustworthy and friendly. Mild colours like blue are often used to build trust and are more appropriate for initial sales meetings or pitches to future clients. Light pink clothing is also seen as a good option for corporate settings. A man who chooses to wear this colour is seen to be calm, self-assured, and in control. Dark green is a good colour for selling and negotiating as it signifies growth and prosperity.

In addition to figuring out how to dress based on different colours, businesspeople should consider the colour schemes for the logo of the company and the packaging of products. In the same way that colours in clothing and on websites can influence clients and consumers, colours in a logo can do a lot for your brand. In the current climate where there is an emphasis on environmental sustainability, going for green in the company logo is an excellent option.

When thinking about which colours to use in business, there are many variables to consider. First is the country in which your target audience is based, as each region has its own ideas about colours. Secondly, the type of products you sell could have an influence on the colours that you use. Finally, when dressing for meetings and business deals, you should take some time to think about the message you want to get across.