Selecting the Right or Wrong Colors Can Affect Your Business and Bottom Line – 3 Steps to Choosing Color


ColorsYou probably spent countless hours agonizing over the color of your business logo, even the color scheme on your home page. Don’t worry, even big corporations fret about color choice because apparently it does affect bottom line.

According to Jill Morton, a color psychologist and brand expert, Microsoft researched the most optimal blue for links in its search engine Bing. Turns out the original shade of blue it used “lacked confidence.” So Microsoft delved into testing a gamut of blues on user groups.

The final choice ended up being a blue that is very close to the blue links used by Google. It’s a bit ironic that the hours of research and testing concluded with Microsoft closely matching suite with its top competitor.

Microsoft is betting that choice of blue can generate them $80-$90 million in ad sales, writes Morton.

Your business may not roll with those sort of dollar figures, but choosing the right color in your visuals can positively influence your customers’ perception and retention of your business, and ultimately increase your revenues.

In her blog post on, Morton suggests three steps to help you choose the right colors:

1) Analyze the timeless psychological effects of color
Morton explains colors are connected to our natural world. She says green is a strategic choice for a document about financial growth since it’s the color of thriving vegetation.

2) Evaluate the traditional colors used in your business sector
As Microsoft did with Bing, looking at successful competition is a good start. If it works for them, there’s something there worth considering. Morton also suggests businesses research its target customers. If your customers are mostly conservative, it’s probably a safe bet to steer away from bright neons.

3) Consider an acceptable color alternative or a shift away from traditional colors
On the other hand, Morton does suggest a break from the traditional colors in your industry may help you stand out from the pack. She writes that a radical color may work if it communicates the message you want to convey to your audience.

Interestingly, a survey from Xerox reveals that using color in regular business documents can improve company productivity.

76% of those surveyed noted they can find information faster if its printed in color. That said, it may be time to relax on being the office Scrooge when it comes to color printing. Check out the infographic below for more interesting numbers and reasons for switching to color prints at the workplace.

(Photo credit of first image – small bird studio)

Xerox inforgraphic

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Joseph Mutidjo

Joseph is a writer at Smallbiztechnology. His first taste of home computing was the Tandy 1000. He continues to be fascinated with how technology makes life easier and more efficient.

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