The Importance Of Color In Branding Your Association

An important element of any marketing strategy is to effectively brand your association using color that appeals to your target audience.  Color makes a significant impact on the way people perceive your products or services.  Even on membership websites, color plays a role on influencing members to stay engaged and visitors to take a certain action.  Not everyone has the same preference so it can be a challenge to determine which color choices will brand your association the way you want.

 

 

The audience you want to attract to your organization should always be considered when making color choices.  Color influences how visitors and members perceive your brand so choose colors that are appropriate for your intended audience.  Orange, red, and yellow are known as warm colors and they are meant to bring energy.  Implement colors like this if you think your audience will have a positive reaction to it and you want your brand to convey this personality.

 

Alternatively, blue, green, and purple are known as cool colors and they are meant to have a calming effect.  One of the most common colors used is blue as many people perceive it as soothing, professional, and reassuring.  Additionally, take into account what color the competition in your market is using to brand their organization.  If other organizations use blue, choose a distinct color or different shade of blue that might make your organization easily recognizable.

 

 

The shading of any color shifts the effect it has on branding an association.  For example, brighter shades of blue represent energy and lighter shades are perceived as peaceful.  Organizations with a focus on one gender should use colors that appeal to that gender.  Studies show that purple is the second most liked color by women while it’s the second most disliked color by men.  Membership websites that have great conversion rates understand the connection between color and the preference of their audience.