Colour as a Business Enabler


Colour as a Business Enabler

Chris Owen
The use of colour can be a very useful weapon in a business's arsenal to secure visibility, attention and - ultimately - market presence.

Currently, two key trends are driving the increased use of colour within the enterprise.  First, a decline in the relative costs associated with colour printing enabling organisations to deliver near-professional quality collaterals in-house.

One of the principal means by which colour can make a difference is one which is often hardest to quantify: the impression it gives prospective customers about your business.

One survey by an American university, suggested that colour increases brand recognition by up to 80 percent!
University of Loyola, Maryland study

When it comes to printed matter, further research found that adverts in colour are read up to 42% more often than the same ads in black and white (as shown in study on phone directory ads).
White, Jan V., Colour for Impact, Strathmoor Press, April, 1997

Research reveals people make a subconscious judgment about a product, environment, or person within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.
Source: CCICOLOR - Institute for Colour Research

Finally, red is active, aggressive and outspoken according to research. Incredibly, one bank found that their queues moved faster when they increased the use of red in the bank lobby, and in a study of several hundred college students, a researcher found that they responded more quickly to cues under red light than under green light.
Fry, Hayden. A High Porch Picnic (2001), Sports Publishing, LLC

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