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The Use of Color in Salon and Spa Marketing and Décor

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If you’re a hair stylist, make up or nail esthetician, you’ve invested hours and hours of practice, years of study and probably thousands and thousands of dollars learning to use color properly in the salon and spa when it comes to hair, skin and nail clients.

You already understand that color is a complex and very personal matter; what looks best on one doesn’t work for another, and what one client loves another may hate. It’s all very personal!

And that’s important for you to remember when it comes to using color in the salon and spa when it comes to branding, marketing, communications and even your salon décor. On the hair or on the walls, applied to skin or applied to paper, color remains subjective and personal.

The colors and designs that one person loves will be different from those preferred by coworkers and clients. In fact, I often joke that if you show 5 people the same design, you’ll get 10 different opinions!

You know color is important. But do you know why?

Color alone increases brand recognition by 80%

Think about it: Starbuck’s signature green, UPS’s brown, Coca-Cola red, FedEx Orange and Blue—you could probably name a dozen more.

So how do you make the right choices for your salon or spa when it comes to the colors you will use in branding design, marketing, communications, social media profiles and even in your décor?

The good news is that even though people have different preferences when it comes to “favorite” colors and color combinations, just like when it comes to hair color or colors chosen for makeup or nails, there is some actual science and psychology available to help you.

One of my favorite resources on the subject, and one that I use within my Psychology and Use of Color Marketing group seminar or team workshop is Pantone’s “Color: Messages and Meanings | A PANTONE Color Resource” by Eiseman.

In the book, Eiseman suggests that as much as 95% of the consumers’ decision making process is dictated by the subconscious, leaving about 5% to be dictated by the rational. Other authors have suggested that as human beings, most of our decisions are made based on non-rational thinking, and that we use rational thinking to justify our decisions, rather than as the basis for making them.

You need to understand how the colors you have chosen might be impacting your customers when they arrive at your salon, when they view your website, when they read your newsletter or a friend gives them a copy of your business card or menu.

Why?

Once you understand how color might subconsciously impact whether or not a prospect or customer decides to do business with you, or how color on your walls or in your furnishings might make them feel, you can make more strategic decisions in terms of your salon logo, overall branding, communications and décor. And just as with the study of color for hair, nails or makeup, study of the psychology of color as it relates to your salon marketing or décor will improve your ability to use it.

Once you’ve had a chance to learn more about the use of color when it comes to branding your salon, designing communications and advertisements or even choosing colors for your in-salon signage and decor, as an exercise, why not take a second look at some of our society’s most iconic brand icons and advertisements to see if you can spot how they use color strategically.

To that end, I want to share this infographic from TestKing.com as introductory to your study of color in branding. As your first exercise, after taking in the information contained here, you might spend a few minutes analyzing the landing page of your website, your logo or other elements of your visual brand identity or corporate communications and think about where you could better use color strategically, what may need to be revisited and what kinds of messages your visual color cues might be sending to your customers.

Infographic: The Psychology of Color
The Psychology of Color by Tech King

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