We are strong advocates on choosing the right color for your intended market that reflects their psycho graphics (their lifestyle and their brand preferences). Yes, you will have to some research on this, and then blend the colors with your own style and preference (more research), as long as it is harmonious.
When you are refining your branding and marketing package, it is important to focus on the power of color. The response to color is often subliminal. The eyes see color in .03 seconds equivalent to the blinking of an eyelash. In that brief moment, colors have to convey the message of the brand which helps create interest and eventually the sale. This makes it worth the time for a second look.
As we peruse web sites as well as the aisles of those open stores, we still apply the .03 seconds principle. Will it catch our eyes? Does it appeal to our psyche? If it does are we compelled to take a second look? Would we buy it?
Some people may protest at this instant judgment of a product or service without delving in the particulars. So many times as we speak at conferences, we are often asked the following. “Do people really judge a book by its cover in a branding context?”
Yes, they do. We live in a society that perceives itself as time-starved, and it easier to pick up that bottle of wine or anything else because you like the label or the cover, without further ado.
Our favorite example is the couple who picked an agent for their equestrian estate even though the agent had no experience in that segment of real estate over the agent who did.
The owners could not live with having the other agent's sign on their property! Their decision may seem shallow to some. The packaging and the perception of the brand swayed them.
Test the .03 seconds principle. Next time you are in a supermarket, a wine store, or a clothing store, tests what attracts you color wise. Is it worth a second look? Did you buy it?
Will your intended target market be drawn to you?