This firm in California matches their building and their cars.

Good idea?

I say “yes,” but since scientific research, tables and reports can be dry and boring, I’ll tell you the story of “color marketing” with examples from everyday life.

Imagine, for a moment, that you are standing outside a department store.  There are no signs indicating whether you’re about to enter a Wal-Mart, a Target or a K-Mart.

Now imagine that the shopping cart is red. 

Or you’re standing in the pain-reliever aisle of the same store.  You may not know the name of the product you want, but you know you always buy the blue box.  Your mother buys the yellow box, but you like the blue.  Why do you know the color and not the name?  Because the product manufacturer spent a lot of money to keep telling their “color story” to you in print and television ads.

Coca-Cola has sustained an entire company on the color red.  Bartenders know that a red label means Budweiser and a similar blue label means Bud Lite.

Apple computer wanted to push easy-to-use, against-the-grain electronics.  So they made them white.  Color psychologists will tell you that white means “simple, pure, uncluttered.”

So if everyone in your community uses black hearses and limousines, how can you stand out?  By using white equipment? 

Not necessarily, but by creating a “color story” for your firm and sticking with it, you can train potential clients.  Your logo, building, cars, business cards and all printed materials must tell the same color story.

The human brain registers color faster than words and other symbols.  By keeping your colors consistent, you build mental bridges that make you stand out in your community.

As another great side effect, cohesive color stories also subliminally tell your customers that you’ve thought hard about how you will interact with them.  The added attention to detail tells your consumers that you care.

Special thanks to Lenore Edman of Evil Mad Scientist for the great photos.