{"id":12247,"date":"2018-06-07T07:21:13","date_gmt":"2018-06-07T07:21:13","guid":{"rendered":"https:\/\/blog.qcdesignschool.com\/?p=12247"},"modified":"2018-06-07T07:21:13","modified_gmt":"2018-06-07T07:21:13","slug":"color-consulting-101-how-to-align-corporate-colors-with-company-goals","status":"publish","type":"post","link":"https:\/\/www.qcdesignschool.com\/blog\/2018\/06\/color-consulting-101-how-to-align-corporate-colors-with-company-goals","title":{"rendered":"Color Consulting 101: How to Align Corporate Colors with Company Goals"},"content":{"rendered":"[vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; top_padding=&#8221;2%&#8221; bottom_padding=&#8221;2%&#8221; overlay_strength=&#8221;0.3&#8243;][vc_column enable_animation=&#8221;true&#8221; animation=&#8221;fade-in&#8221; column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; delay=&#8221;250&#8243;][vc_column_text]You may have earned your color consulting certification for interior design and decorating. But that doesn\u2019t mean you\u2019re tied down to just that industry! Your skills are transferable!\n\nWhether you\u2019re starting your own business or working freelance, the same branding process applies. Aligning a company\u2019s colors with its vision sounds difficult when you don\u2019t know where to start. But your color consultant training should take you through the psychology of color and design basics. From there, it\u2019s a hop, skip, and a jump away from becoming a color marketing master!\n\nIf you need a refresher or just want a crash course on branding with color, look no further! Keep reading to find out how to align a company\u2019s colors with their goals!\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_80 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2018\/06\/color-consulting-101-how-to-align-corporate-colors-with-company-goals\/#The_underlying_psychology_of_color\" >The underlying psychology of color<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2018\/06\/color-consulting-101-how-to-align-corporate-colors-with-company-goals\/#Increases_brand_recognition\" >Increases brand recognition<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2018\/06\/color-consulting-101-how-to-align-corporate-colors-with-company-goals\/#Do_some_research\" >Do some research<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2018\/06\/color-consulting-101-how-to-align-corporate-colors-with-company-goals\/#The_physical_workspace\" >The physical workspace<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_underlying_psychology_of_color\"><\/span>The underlying psychology of color<span class=\"ez-toc-section-end\"><\/span><\/h2>\nColor psychology is real\u2014especially when it comes to branding! Besides the company name, <a href=\"https:\/\/www.qcdesignschool.com\/2016\/05\/designing-logo-home-staging-business\/\" target=\"_blank\" rel=\"noopener\">the logo is next up in importance<\/a> when forming first-impressions. Some brands opt to keep things simple with black and white, but color can offer huge benefits to a company\u2019s branding! It\u2019s one of the first things that catches your eye! But what impact does color have exactly?[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;50&#8243;][image_with_animation image_url=&#8221;12252&#8243; alignment=&#8221;&#8221; animation=&#8221;Fade In&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221; delay=&#8221;250&#8243;][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; top_padding=&#8221;2%&#8221; bottom_padding=&#8221;2%&#8221; overlay_strength=&#8221;0.3&#8243;][vc_column enable_animation=&#8221;true&#8221; animation=&#8221;fade-in&#8221; column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; delay=&#8221;250&#8243;][vc_column_text]Using your color wheel, you can see the relationships between different colors. Color schemes like those plotted in a complementary position look good and emphasize one another. When people perceive purple next to yellow, the response is physical. This means that it\u2019s innate to see them as complementary to one another. The contrast is intense between the two so the brain perceives both colors as being brighter\u2026 and you can anticipate this using your trusty color wheel!\n\nFor a single-hue example, take the color red. Red is an energizing color often associated with rage, passion, and activity. In fact, <a href=\"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1002\/col.21949\" target=\"_blank\" rel=\"noopener\">when you see red, your heart rate actually increases<\/a>! This is a clear physiological and natural response. However, some color associations are learned. Despite red being an energizing color, in recent times, we use red for traffic signaling. People have now learned to halt activity when they see the color red on the road!\n\nColors as symbols can even be culturally dependent. White, for instance, is a color of serenity and purity in the west. Meanwhile, it\u2019s associated with death in East Asia and is often the color worn at funerals. Learning to consider all these factors when using color is your bread and butter as a color consultant for companies.\n\nSo what does this all mean in the grand scheme of things? Well, color has associated meanings. Each color can elicit a specific emotional response. Your job is to harness that knowledge to turn the emotional response into a behavioral response.[\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;50&#8243;][image_with_animation image_url=&#8221;12254&#8243; alignment=&#8221;&#8221; animation=&#8221;Fade In&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221; delay=&#8221;250&#8243;][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; top_padding=&#8221;2%&#8221; bottom_padding=&#8221;2%&#8221; overlay_strength=&#8221;0.3&#8243;][vc_column enable_animation=&#8221;true&#8221; animation=&#8221;fade-in&#8221; column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; delay=&#8221;250&#8243;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"Increases_brand_recognition\"><\/span>Increases brand recognition<span class=\"ez-toc-section-end\"><\/span><\/h2>\nIn the external realm, color can plays a large part in brand recognition. Creating a reputable, familiar brand drives sales. What would McDonald&#8217;s be without its French Fry-esque golden arches? Millions all over the world recognize the golden arches without even seeing the company\u2019s name. The yellow color used not only incites activity. It also promotes happy, positive feelings that you\u2019ll hopefully associate with the fast-food chain in general!\n\nBeyond just the logo, the rest of the company\u2019s aesthetic should mesh. There\u2019s a reason why sophisticated luxury cars like Mercedes-Benz or Lincoln don\u2019t use hot pink at all! Colors should represent and sell the brand and their products or services. It is a <em>huge<\/em> factor in the overall presentation of a product. In fact, <a href=\"http:\/\/www.businessinsider.com\/psych-101-for-your-website-the-color-factor-2011-7\" target=\"_blank\" rel=\"noopener\">93% of consumers<\/a> say they favor color and appearance over other factors when making a purchase. If there is a jarring contrast between the color choice and the brand\u2019s official messaging, you\u2019ve got a problem.\n<h2><span class=\"ez-toc-section\" id=\"Do_some_research\"><\/span>Do some research<span class=\"ez-toc-section-end\"><\/span><\/h2>\nAfter you\u2019ve discussed the company goals with your client, the next step is to do some research. Research other similar businesses! What colors are they using on their website or logo? If they sell products, what\u2019s their packaging look like? Are they a luxury or budget-friendly company? What are other companies in the larger industry doing? Direct competitors will rival your clients in every way, so how can you help pull them ahead?\n\nWhile the colors you choose should not be a duplicate of your clients\u2019 competitors, some colors are a safe bet. The most commonly used color for company logos is blue; it\u2019s professional and invokes trust. But just because companies like Twitter just use one color, doesn\u2019t mean you have to! Mixing colors generates interest. It\u2019s also an opportunity to convey several messages at once using the different colors. Be careful though, you may create visual clutter when you mix too many together![\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;50&#8243;][image_with_animation image_url=&#8221;12251&#8243; alignment=&#8221;&#8221; animation=&#8221;Fade In&#8221; box_shadow=&#8221;none&#8221; max_width=&#8221;100%&#8221; delay=&#8221;250&#8243;][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; top_padding=&#8221;2%&#8221; bottom_padding=&#8221;2%&#8221; overlay_strength=&#8221;0.3&#8243;][vc_column enable_animation=&#8221;true&#8221; animation=&#8221;fade-in&#8221; column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; delay=&#8221;250&#8243;][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"The_physical_workspace\"><\/span>The physical workspace<span class=\"ez-toc-section-end\"><\/span><\/h2>\nThis is all looking externally. But what about the workplace? A company\u2019s goals go beyond just external branding! To ingrain the same goal and mantra throughout the company, the corporate colors should show up in the physical workplaces, too.\n\nFor a company\u2019s workspaces, you can put your color training to use when decorating or renovating the interiors. When choosing colors for the workplace, stay away from dark colors. They don\u2019t reflect light well, leading to a dark and closed-in atmosphere. While their main spaces are often left neutral, companies like Google experiment with color all the time Social and meeting spaces can benefit from bright, lively color schemes!\n\nOn the other hand, bright colors could also pose a problem. While yellow has a strong association with memory (3M actually conducted this research for their yellow Post-It notes!), it could also be an irritating color. It\u2019s so highly reflective, that its intensity could have the opposite effect in productivity when used in high amounts.\n\nMost companies choose neutral colors to paint their office spaces. Neutrals, in this case, mean beige or gray. But there isn\u2019t just one shade or beige or gray. Undertones exist! To determine a neutral\u2019s undertone, put place it in contrast to other colors present in the work spaces. You could also place it next to a pure white shade for comparison. Don\u2019t forget to examine the chosen colors under the exact same light conditions as found in the office. The temperature of your lighting will <a href=\"https:\/\/www.qcdesignschool.com\/2017\/06\/sneak-preview-color-consultant-course\/\" target=\"_blank\" rel=\"noopener\">change the tone of your colors<\/a>![\/vc_column_text][divider line_type=&#8221;No Line&#8221; custom_height=&#8221;50&#8243;][vc_column_text]Are there any other ways colors can help with goal-achievement? Let us know![\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;full_width_content&#8221; full_screen_row_position=&#8221;middle&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; top_padding=&#8221;2%&#8221; bottom_padding=&#8221;2%&#8221; overlay_strength=&#8221;0.3&#8243;][vc_column enable_animation=&#8221;true&#8221; animation=&#8221;fade-in&#8221; column_padding=&#8221;no-extra-padding&#8221; column_padding_position=&#8221;all&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_shadow=&#8221;none&#8221; width=&#8221;1\/1&#8243; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; delay=&#8221;250&#8243;][vc_column_text]\n<h3 align=\"center\"><em>Did any of these concepts sound familiar? Brush up on your color theory with <a href=\"https:\/\/www.qcdesignschool.com\/2016\/10\/quiz-how-much-you-know-about-color-theory\/\" target=\"_blank\" rel=\"noopener\">our quiz<\/a>!<\/em><\/h3>\n[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"If you need a refresher or just want a crash course on branding with color, look no further! ","protected":false},"author":7,"featured_media":12256,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[3,4],"tags":[],"ppma_author":[514],"class_list":{"0":"post-12247","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-design-tips","8":"category-your-design-career"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Color Consulting 101: How to Align Corporate Colors with Company Goals - The Focal Point<\/title>\n<meta name=\"description\" content=\"Whether you\u2019re starting your own business or working freelance, the same branding process applies. Never underestimate the power of your color consulting services for businesses and products! Find out how to align colors with corporate goals!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.qcdesignschool.com\/blog\/2018\/06\/color-consulting-101-how-to-align-corporate-colors-with-company-goals\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Color Consulting 101: How to Align Corporate Colors with Company Goals\" \/>\n<meta property=\"og:description\" content=\"Whether you\u2019re starting your own business or working freelance, the same branding process applies. Never underestimate the power of your color consulting services for businesses and products! 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