Whether you are thinking about renovating your office, expanding your personal wardrobe, or looking to rejuvenate your business store, choosing the right color can tremendously impact the future revenues of your company and your personal finances. Understanding the psychology behind each color can give you an edge and help you to stand out from the competition.

Humans are emotional creatures, and the smallest trigger can influence their behaviors towards making a decision to purchase from you or not. For example, if your pipeline is filled with people from different cultures, you need to understand that specific colors can evoke different emotions and trigger a positive or negative response.

“The chief function of color should be to serve expression.” — Henri Matisse

Personally, I have always liked the color blue, ever since I was a child. From blue shoes, to blue hats, to blue shirts, and blue crayons, I was always looking for anything and everything that was blue. I identified most with that color and it allowed me to express myself to the world. I have been so obsessed with this color, that I went a step further in trying to understand its meaning, especially if it could help me close more deals in my professional life.

I have been in sales for the past six years now, as a top performer in my field. While training daily and learning to counter all the objections that a client may have, I genuinely wanted to expand my thinking beyond the conventional sales training.

Here is what I have learned from the color blue and how I apply the psychology behind it to enhance my personal brand and pipeline of clients.

“The purest and most thoughtful minds are those which love color the most.” — John Ruskin

#1) Trust

It is the most important currency in business, and studies indicate that the majority of people associate trust with the color blue.  Without trust, you cannot succeed in business. Building a pipeline requires extreme focus and determination. I don’t stop working when the office hours are done. Every direct mail, electronic communication, handwritten notes, and advertising are carefully prepared and using the color blue on each of these communication channels, inspires integrity and honesty.

#2) Confidence

One of the best qualities to have and portray when dealing with clients. Dressing up with a blue shirt or a blue tie gives the impression of reliability, stability and peace. I have had several clients refer me new leads just because of the way I was using the color to enhance my office and the way I presented myself in front of them.

#3) Perseverance 

Perseverance is a must-have, if you ever want to make it. You cannot let anything or anyone stop you from achieving your goals. The color blue communicates the principles of productivity, calmness and devotion. For example, when I attend seminars or professional events, I always try to look for blue walls. As crazy as it may sound, it has allowed me to engage in more conversations and meet new people. Exchanging blue business cards and making sure to follow up relentlessly with each one of them is mandatory.

#4) Care

Before anything else, you need to care about your clients. The color blue indicates maturity, responsibility and concern. In my one on one meetings with my clients, I sincerely take the time to listen and get to know them (Family, hobbies, objectives and aspirations) before doing any business with them. Being able to showcase your strengths and let your clients express themselves will only do you good. Several clients of mine told me that they chose me over anyone else to do business with, because I displayed maturity and made them feel great about themselves.

“The best colour in the whole world is the one that looks good on you.” — Coco Chanel

As I am sitting here finishing up this article, I cannot but help notice the blue sky fading…time to enjoy the last hour of the day on my hammock.

What is your favorite color and did it help you in any way in your personal and professional journey so far?