As a law firm owner, there’s a good chance you’ve scrutinized every single detail of your business — from your name and your slogan to your website and digital advertising. In ensuring no detail stone goes unturned, there’s one detail law firm owners commonly miss: brand colors.
To some, us saying the words “brand colors” may carry the same weight as us passionately explaining how we’re “geminis with capricorn rising signs” — but brand colors are far from a pseudoscience. Despite the historical lack of research, the field of color psychology is gaining more traction, and recent studies suggest that color may temporarily alter mood.
To law firm owners, this temporary change in mood can be the difference between converting a potential lead and watching them click away from the website altogether, so even a remote possibility is worth exploring. But what emotions do these colors supposedly evoke — and what do they communicate about your firm? Let’s find out.
What Are “Brand Colors”?
Simply put: Brand colors are a specific color palette designed to reflect your firm’s personality and values. Through the use of both primary and secondary brand colors, business owners can create a visual identity which will be used across their firm’s website, ad campaigns, and graphics.
Primary brand colors can include up to three colors, and businesses can use up to five secondary colors — which can be used in up to 50% of marketing materials.
What Feelings Do Brand Colors Elicit?
As mentioned earlier, the theory behind color psychology is that specific colors elicit certain emotions — making customers and clients more likely to take different actions. These emotions range from creativity and optimism to trust and peace, and these colors can also reflect the sentiments of your business. In an infographic published by Huffington Post, the colors blue and gray were said to represent strength and balance, respectively, and firms using these colors throughout their website and graphics are invoking these emotions — intentionally or otherwise.
Think about the brands which utilize those two colors or some combination of each. Financial institutions like American Express and Chase inspire feelings of confidence in their blue logos, while Apple and Mercedes-Benz use gray/silver to conjure feelings of luxury and zen.
If this is still sounding a little too much like a tarot card reading, take the brand colors of LegalEase: blue, gold, and white. When clients — both existing and prospective — visit our website, they can expect to feel:
Comforted by our confidence as marketing professionals;
Welcomed by our (not-overbearing) optimism, and;
Steadied by our neutral whitespaces
Say What You Mean With Brand Colors
While some businesses may use these colors to manipulate their audiences, law firms need not to feel as though they are pulling the wool over the eyes of clients. Rather, they are communicating the core principles of their firm in a way nearly every human understands on some level or another.
Brand colors are a valuable component of any marketing strategy, and the team at LegalEase has helped countless law firms use brand colors to tell their stories and inspire client action. To start saying what you mean with your brand colors, give us a shout.