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Branding with colour

How to use brand colours in your workspace to attract and engage customers!

When a potential buyer is in your workspace you have the best chance of making a sale. Using colour to reinforce your brand’s attraction and engage them on a positive emotional level, will make that sale even easier.

Have you ever found yourself looking for a particular store, realising you have recognised it way before you get there because you saw the colour of their sign first? You know you have arrived at the right store because you recognise their brand colours.

Every successful business knows building a consistent brand will:

  • Increase brand recognition
  • Subliminally reinforce brand awareness
  • Build brand trust
  • Create long-term customer loyalty

So, let’s look at 5 colour factors to consider implementing

1. Select your core brand colours

2. Identify your customer facing areas such as store front, reception and meeting rooms

3. Create an interior design scheme that incorporates both your business brand personality and colours to create the right mood and brand identity throughout

Look at how the luxury hotel brands or restaurants use this to great effect. They are connecting to you on an emotional level.  They are creating a memorable sensory experience through colour and design.

4. Decide on the all-important placement of your brand colours within those spaces

5. Get the correct colour proportions right – this is key to showing your brand to its full effect.

Major brands never miss an opportunity to reinforce brand awareness. When you walk through the doors of any major business you will notice they use they brand colours to full effect to ensure there is no mistaking where you are.

For example, walk into any of the major mobile phone stores and you are instantly taking in their brand colours whether you do it consciously or not. Vodafone’s red, T Mobile with their bright, intense pink and Orange Mobile which is, yes you guessed it – orange.

Imagine the confusion if Vodafone decided to design their stores using yellow or green. You would likely walk out; check the signage thinking you had walked into the wrong store. That kind of mistake could potentially lose them customers over something as simple as not associating their store colour to their brand – clearly not a clever business decision.

Even if you are a small business owner, working from home, or maybe you work out of a shared / service office space, or you have a stand at a trade event, think of creative ways you can bring your business brand colours into the space to create that subconscious connection in balance and proportion to the space.

Are your existing and potential customers conditioned to look out for your business brand colours?

Supporting your staff through colour

Every business owner wants happy, healthy, productive staff. Think about the colours in your back office staff areas. The right colours and tones can be very effective in supporting staff to boost motivation, productivity and reduce sick days.  There are two main ways this can be done:

1. Bring in your business brand colours to increased sense of pride, share a sense of camaraderie.

2. Select a combination of colour tones that will create a supportive environment for your staff.

Using colour mindfully

For those who work in the public sector it is even more important to use colour psychology mindfully and critically the right tone of colour and colour combination. Use the wrong tone and you can create a negative effect. They have a duty of care to get this right.

Many prisons have used pink as a way to calm inmates. Using the right tone of pink for controlled, monitored periods of time can have a warm, soothing and calming effect. Use the wrong tone and it will have the opposite effect. It can bring out agitation and aggression which unfortunately has happened.

Public sector facilities such as hospitals and care homes, schools and education, prisons, and other organisations such as charities can make an impact by the application of colour psychology. Thankfully you will rarely find an all-white hospital anymore – detrimental to both the wellbeing and health of the patients and staff.

Colour Wayfinding

Have you ever found yourself in a public building, trying to navigate your way around? This is called Wayfinding and it’s used to convey relevant information in order to help people orient themselves and navigate with ease within public areas or buildings.

Have you noticed yourself looking out for the colour to get you to where you are going? Even if you see the shape or the words, you would have taken in the colour first, and then read the sign.

Next time you are in a public space such as a hospital, shopping centre, or on public transport, look out to see how effective their use of colour wayfinding is.

Communicating through colour

As a business owner how much thought have you put into the tone and combination of colours that represent your business brand? Do you know what they are actually saying?

Surprisingly, most business owners use colour as decoration or as an afterthought.

Instead, think of colour as a subliminal language, another way to communicate and to attract your ideal clients.

Used to its full effect, your branding colours will give you the competitive edge, elicit the right emotional response from your prospects, and significantly increase your sales.

Let me know in the comments below how you have used colour effectively to engage your customers!

Share this article if you found it useful! And leave a comment in the box below. We hope to connect with you soon.

About Karen Haller

Karen Haller is one of the leading authorities in the field of applied colour psychology. She is an internationally renowned business colour and brand personality expert, helping clients from across the globe transform the branding image of their business. She has consulted, trained and worked on campaigns for a number of prestigious brands including 3M Post-it, Thomas Pink, Humanscale, Dulux, Orange Mobile, Logitech and The Peggy Porschen Cake Academy. Karen is regularly featured in the UK’s leading magazines, newspapers and on radio. She is a published author, consultant, tutor and speaker on the subject of colour psychology, Colour Intuition™, colour association and colour in culture. Karen Haller runs her own colour and design consultancy specialising in the science and psychology of colour and how that is applied to business branding and interiors. When it comes to the design process Karen believes it starts with understanding the authentic personality whether that is of an individual or a business, revealing the colours and design that expresses their true identity. Karen is a co-author of the leading industry book Colour design: Theories and applications, the first of its kind bringing the arts, science and applications together. Karen was commissioned to write chapter 20 - Colour in interior design, discussing the use of colour in both residential and commercial interiors. Karen speaks regularly to businesses and industry professionals on the importance of colour. She has given talks at Grand Designs LIVE on her Colour Intuition™ system and spoke at the prestigious industry Clerkenwell Design week on the importance of colour and how architects and interior designers have an incredible social responsibility with the colour choices they make. Karen is also a trustee of the Colour Group of Great Britain and on the advisory board of the charity Color Cares. Visit www.karenhaller.co.uk for your free e-book on ‘7 Mistakes Most Business Owners Make with Their Branding Colours’. You can connect with Karen by clicking on the icons below.

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2 comments

  1. totally agree with you, colors are heart touching and attract the visitors.

  2. Hi Himanshu,

    You are spot on there. Colours do touch the heart.

    The colours will attract those who resonate with the psychological meaning behind those colours. So thinking about your brand colours, are they emotionally engaging, attracting your ideal clients or repelling them…?

    Kind regards,
    Karen

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