The Color of Money

How to Effectively Use Color to Market Your Laundry Business“I found I could say things with color that I couldn’t say any other way.” – Georgia O’Keeffe, American artistThe psychology of the perception of color as it is related to persuasion is a fascinating subject – and it’s been attracting a lot of attention lately from those marketing a diversity of products and services.Of course, it’s well known that the use of consistent colors in branding produces results. For example, the “Golden Arches” are an instant response-getter by hungry folks looking for a McDonald’s restaurant just about anywhere in the U.S. And it’s also true for other popular brands, such as Coca-Cola (red), Hertz (yellow), Shell Oil Co. (yellow) and numerous others.In a ground-breaking study, titled “The Impact of Color on Marketing,” it was determined that up to 90 percent of snap judgements made by consumers about products and services can be based on color alone, depending on the nature of the product, of course.In another significant study – “Exciting Red and Competent Blue” – it was found that the intent to purchase is significantly impacted by colors due to their effect on how the product is perceived, because the colors used determine the “personality” of the product in question.Along the same lines, pharmaceutical companies that design placebo medications are now using colors to help obtain the desired effect. For instance, using red pills as stimulants and blue pills for inducing sleep.As to which is the “correct” color or blend of colors to use in marketing, researchers discovered that buyer reaction to color appropriateness is much more important than the actual color itself.In fact, psychologist Jennifer Aaker at Stanford University conducted studies on this very topic, and her paper – “Dimensions of Brand Personality” – identifies five core color dimensions (listed below) that affect buying decisions.Her research disclosed the following perceptual qualities of these core colors:BLUEThe color blue exhibits the quality of sincerity, being down to earth, honesty, wholesomeness, cheerfulness and friendliness.REDRed implies excitement, daring, spirited, imaginative, contemporary and up-to-date.GREENThe color green indicated reliability, intelligence, success and leadership.PURPLEPurple sends signals of upper class, glamour, good looking and feminine.YELLOWYellow broadcasts outdoorsy, masculine, tough and rugged.In yet another study, by scientist Joe Hallock, some clear preferences to certain colors based upon gender were shown. Most significant of his findings is the supremacy of the color blue for both genders, as well as the clear disparity between both groups with regard to purple.Hallock also found that men’s favorite colors are blue (57 percent), followed by green (14 percent) and red (7 percent), while women’s favorite colors are blue (35 percent), followed by purple (23 percent) and green (14 percent).I believe that the research findings are revealing enough for you to definitely consider using them as a basis for your marketing materials, interior and exterior signage, and your laundry’s interior color scheme.Both women and men frequent self-service laundries so, in using various colors, you must creatively factor them into the mix to attract both genders.The psychology of color is indeed worth paying attention to in all aspects of your laundry business, because it can very well give you the edge, make you unique and improve market share.So, ideally, based upon current research results the best approach is to utilize a strategic mixture of the above listed colors and gender preferences in all aspects of your laundry operation that are appropriate for the target audiences you are attempting to attract.Several business owners suffer from myopic vision when it comes to enacting new and different marketing ideas. Don’t be one of them. Try using color.It certainly can’t hurt.