Remember way back, when your business was a little baby idea starting to grow. Aaaah!

Back when you got an idea for what you want to offer, and you’re starting to build it. When getting your new business off the ground, you will have been advised about getting a logo. Whether it’s your own online research or by a business adviser – attention turns to your visual brand. Initially this is about deciding on a logo which represents your business, a mark that acts like your signature. 

Introducing the theory of colour psychology!

Perhaps you have found a pinterest graphic which tells you blue is cold, but it signifies logic and dependency. Pink is feminine but also represents sensitivity and care. From that info, you made branding decisions about your logo. When working with a designer, they may suggest a palette of hues to use for your business based on this theory. Its possible to have a ‘warm and fuzzy’ blue for example, they understand the complexities of this theory too. Big brands like coca-cola use a particular red throughout their branding, as well as their distinctive logo mark. No doubt in their success as a brand, so you follow their example. Tried and tested. 

So you do that, get your logo together, slap it everywhere that people can see it… and then that’s it. You have relied on a theory that you know can be effective, based on hearsay or professional advice, and took the first steps. Then dropped the process.  Perhaps we believe we can only emulate what we see. We can apply this theory easily, since even as a child we’ve learned to identify colours. We’re experts! What we don’t see is all of the business decisions that are made using other theories, because they don’t have a visual output for us to witness. 

If you’re in doubt about how much of this crosses over into branding, promotion and advertising – think about the words used in these placements. Look at the image choices. Even consider the time and place you saw them. ‘Call to actions’ have links to psychology, as do discounts and sales. Reviews and referrals, tick. Pricing, product development, web design, ecommerce, store layout, after sales care, handling complaints… there is a list as long as your arm, if you’re prepared to deep dive into this. 

Psychologists study for years to reach a point where they understand people better. What makes them tick, why they behave in certain ways. To reach that same stage of knowledge, we would also need to undertake a hefty amount of studying. We haven’t got time for that level of commitment, so we could be losing out.

Business owners don’t need to be psychologists to understand their customers a little better. But they can learn more by copying what these professionals do – listen, take notes, making observations and applying theory in their decision making. Or they can work with experts that apply different theories to their work, so that the work produced hits the mark. Each discovery brings them closer to understanding their customers a little more. 

You did this, consciously or unconsciously, when you were starting out. You used a theory to attract the attention of potential buyers. Your choice was one based on the story you want to tell about your brand. So why did you stop? There’s so much more to offer!