Business Branding: Building Customer Trust Through Colour

14/10/2013 15:19 BST | Updated 23/01/2014 23:58 GMT

If people don't trust you they won't buy from you. Using the same colour consistently throughout all aspects of your business helps build customer trust and loyalty.

We know when we consistently show up in person; let's say at a networking event, people get to know us. Over time, if we keep showing up consistently, we build trust. It's exactly the same with your business brand. By using the same brand colours consistently in all areas of your business builds the all-important recognition clues. This then helps to build customer trust and loyalty.

Every successful business knows building a consistent brand will:

* build brand trust

*create long term customer loyalty

*generate repeat sales

Consistent Brand Colour = Trust = Customer Loyalty = Repeat Sales

Major brands use colour to their advantage. For example, Tiffany & Co., McDonalds, Harrods all use their same core brand colour tone, year in year out, instilling customer recognition, trust and loyalty.

Imagine if every time you saw Tiffany & Co.'s logo they didn't use their trademark robin egg blue. They just used any old blue they came across. Unconsciously this could start you questioning if the product was even genuine, are they trustworthy, reliable? They could be damaging the perception of their brand, without even realising.

Three Top Colour Tips to Consider when Building Your Trusted Brand

1. Having a consistent core colour palette will create long lasting brand colour recognition clues that impacts your customers on an unconscious level

2. Build trust with your clients and customers by using colour tones that express the true authentic personality and values of your business

3. Apply these core brand colours consistently in all your branding literature. These colours need to extend way beyond the logo into everything that your customers see.

Being even slightly inconsistent with your brand colours is a mistake and could potentially lose you sales. You could even inadvertently find you are projecting a completely different set of brand values from those you want potential customers to associate with your business.

Colour consistency, in your business, will make it easy for your target customer to recognise your brand. This consistency will attract new customers and retain continuing loyalty with your existing customers.

Colour is registered by the brain before either images or typography. Colour increases brand recognition by up to 80% - Source: University of Loyla, Maryland study

Colour is only one part of trusting a brand but given it is the first thing our brain registers, as customers, clients we are already starting to formulate our thoughts as to whether this brand is right for us. By using the right tone of colours (as mentioned in point 2 above) when a customer or client comes to you, they will trust you because they will see your business is expressing itself authentically in everything your business does e.g. customer service, quality, etc will be in alignment.

I know this sounds simple and a no brainer, but think back to when you used a service or a product and it wasn't who you thought they were.

Up to 85% of a first impression - the initial perception of your business that your customer has - is based on colour alone - Source: CCICOLOR- Institute for Color Research.


1. Colour is one of the quickest ways to build trust. Your potential customers will be basing up to 85% of their initial perception of your business on the colours of your brand

2. Trust your ideal clients will be attracted to your business brand instead of worrying who you might be missing out on. Using the right tone and combination of colours, your ideal clients will subconsciously know your business brand is right for them

3. If your brand tries to be something it's not or fails to deliver on its promise, this will become evident over time. Similarly you will want to make sure anyone representing your business upholds the values of the brand. It is very easy to lose all the trust and good-will your business has built up.

Communicating through colour

As a business owner how much thought have you put into the tone and combination of colours that represent your business brand? Do you know what they are actually saying?

Surprisingly, most business owners use colour as decoration or as an afterthought.

Instead think of colour as a subliminal language, another way to communicate and to attract your ideal clients.

Used to its full effect, your branding colours will give you the competitive edge, elicit the right emotional response from your prospects, and significantly increase your sales.

Download your free business brand colour e-book 7 Mistakes Most Business Owners Make with their Branding Colours over at

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