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on March 14, 2019 Internal Communications

Color Theory for Business Communicators

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Think about anything that you read lately, whether it was a magazine article, advertisement, or even a text message on your phone, and you will notice that they all incorporate color into their message. This is not surprising or original as companies have been using color in their communications for over a century now. Why don’t we take a look at the benefits of using specific colors in certain situations.

It Really Does Matter

A lot of companies tend to think that color matters a bit, but the content is more important. However, recent data revealed that almost 85 percent of consumers admit that the main reason they choose one brand or product over another is due to color. That is why you need to realize what colors are best used in what situations.

There Is a Time and a Place

Colors are not universally effective in every situation. Just like words and images, colors can sometimes come off as inappropriate or otherwise jarring if used in certain situations. For example, when talking about something more serious or ominous like sexual harassment or important safety precautions, it is probably best to stay away from bright, vibrant colors, as these are seen as playful and fun. Instead, stick with darker tones, especially red, which is seen as extremely attention grabbing and provokes excitement or an intensive response.

Remaining Neutral

Believe it or not, neutral colors such as whites, grays, and blacks can actually be a good choice in certain situations. These colors tend to be more open for interpretation as to how they are perceived. If you are looking to make a large chunk of your content stand out but not convey a particular message or a contradictory message, then you might consider some neutral tones.

Spread Some Inspiration

For a large portion of both internal and external communication, your company is likely looking to provoke action or at least a positive response from the readers. If this is the case, then some of the colors that would be best are purple, orange, yellow, or blue. These colors are generally used to engage audiences in a positive manner. As a general rule of thumb, you should stick to lighter shades of these colors if you want to emphasize the happy element.

Another aspect to think about, is using your brand colors even in your internal communications. There is a right way to mix your brand colors and other colors, so make sure you know your brand guide well enough to do it correctly!

Make sure that you are using colors in your communications that work in your favor. To find out more about how you can improve your communications efforts, contact us today.  

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Sydnie Kerr

Customer Content Manager