In using the color black in business applications you need to understand the traits, qualities and mood of the color along with the psychological meaning. The messages the color sends to your customer base can have a major impact on your business success.
Psychologically black means authority, power and control. In many situations it can be intimidating, unfriendly and unapproachable. Alternatively, it can be seen as sophisticated, dignified and serious.
Physiologically, it is intimidating and controlling, although its power can instill confidence in some.
Black creates an air of mystery and secrecy. Sometimes people hide behind its unapproachable facade. In very small amounts it can add strength and confidence without becoming overpowering.
Black is favored by the youth market aged approximately 16 to 25, who are still trying to find their own sense of identity and place in this world. Those who are achievement oriented and ambitious also favor black.
Black board with printing in any of the jewel colors of red, emerald green, magenta, or bright blue, or gold, silver or white will create a dramatic impression. Black packaging can make an item appear expensive and heavier.
Positive Color Meanings in Business:
Negative Color Meanings in Business:
Black is beneficial for businesses selling luxury, elegance and sophistication. These types of businesses include those selling high quality professional products and luxury goods, and up market car companies.
Black packaging makes an item seem heavier and more expensive and of higher perceived value. It creates a classy and elegant impression.
Using black for selling and marketing products and services to the high end youth market, including music related businesses, is seen as cutting edge and trendy. The youth market tends to be attracted to black with its sophistication and rebelliousness.
Black can be used to create a dramatic effect when combined with bright, rich, jewel colors such as red, emerald, cobalt, yellow, magenta and orange. However, in general, using too much black can be intimidating and unfriendly - think of the salesman with the black suit and tie or the black shirt and pants.
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