By K.C. KoKoruz, “The Science of Marketing”
I like a lot of business owners started my career working for another company. When I had exhausted all of the opportunities that it offered me, I decided to hang my own shingle and started my first company. At the time, I was making $75.00 to DJ for someone else when I could make $300 doing my own jobs. This was a long time ago.
When I first started my first DJ business, I thought I was a great DJ but wanted to make sure people took me seriously so I tried everything possible to look as professional as possible. I wanted to always make my company seem like we were a big deal even when we weren’t at the time. Brian Tracy always says, “Fake it till you make it.” Looking back, I failed miserably but I tried my best at the time.
What I didn’t know at the time was that there is a science to it. I have since learned a thing or two about marketing and The Science of Marketing.
For today’s article, let’s talk about the impact that color has on your business. The impact it may have on your logo, your vehicle, the uniform that you wear, etc.
You see what science has told us, is that the brain takes in information in different ways. Here is one example. Walk into a room full of people and your eye will automatically be drawn to the people wearing red. Why? If you look at the colors of the rainbow, Red is the first color of the rainbow from the top. Red signifies passion, vitality, enthusiasm and security. It is the light with the longest wavelength. As a result of its length compared to the other colors of the rainbow the brain automatically draws your attention to red first.
Another important term related to the colors of the rainbow are Angel Colors. The color Red is said to be tied to the Angel Uriel (wisdom/energy).
In ancient societies, red often served as a symbol of status, power, and virility–the masculine traits considered sexy by women. Throughout history, kings, cardinals and judges were often red-robed. Way back in the middle ages, the symbol of the Christian church was a red cross. In ancient Rome, leaders were called coccinati – ‘wearing red.’ Even today, the ‘power tie’ is red. Someone super sexy is ‘red hot;’ a red Corvette is practically a sex toy. There are more sports cars painted in red than in any other color.
Red is experienced as an attraction booster by both sexes, although the mechanisms that mediate the effect of red on attractiveness ratings appear to differ for men and women.
Studies show that red can have a physical effect, increasing the rate of respiration and raising blood pressure; red also is said to make people hungry; the red ruby is the traditional 40th wedding anniversary gift. Red is also the color of the devil in modern Western culture.
So what does all of this mean to me as a DJ? My original colors of Pink and Teal were a huge mistake. Now take a look at the colors in your logo, decide if you may be in need of a makeover.