How to Attract Buyers (or Drive Then Away) in a Second

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Module 1: How to Position Your Brand to Sell
Section 3: How to Use Images and Colors to Sell
Post 2: How to Attract Buyers (or Drive Them Away) in a Second

Just the sight of him was enough to send chills up and down the spine of even his most experienced competitors.

He is Manfred von Richthofen, perhaps the best known fighter pilot of all time. You may him by his nickname – The Red Baron.

He got the name because his plane was red. He painted his plane red to stand out from all the other fighter pilots. Red made him famous worldwide.

Like the Red Baron, a business can stand out with a single color. Research shows color is related to 60% to 80% of the visual information we take in.

Colors are to your image what stories are to your message.

A large part of every buying decision is based on visual cues. Color is the most persuasive of them all. Color sells!

You can attract buyers in a second with the right color. You can drive them away just as quickly with the wrong one.

Color is a first thing people notice about your brand.

Yet many business owners make a critical mistake with color. They pick colors they like. You can avoid it by choosing colors which appeal to your ideal customers.

What colors are most popular?

Colors Brands Use

Check your competitors. What colors are they using? How can you stand out while still sending the message you want to your ideal customers?

Also check businesses in other industries who serve your ideal customers? Limit your list to companies which convey the same qualities as you. What colors are they using?

How many colors should you use?

Number of Colors

Some business owners think “the more colors the better.” But color can clutter. As you can see, the leading brands generally use no more than two colors.

What do colors mean?

Now that you have some background on colors, we’re ready to really dive in.

Colors spark emotions. Emotions fuel sales. Colors sell.

So let’s look at the meanings associated with colors. While this list isn’t exhaustive, you’ll get a feel for which one or ones fit best with your brand.

Black & White

Black & White

Purple & Blue

Purple & Blue2

Red & Pink

Red & Pink

Green & Yellow

Green & Yellow

Brown & Orange

Brown & Orange

Sources: Color Matters, Color Wheel Pro, Marketo, KISSmetrics

Sample imaging strategy

[George] Before BIGG Success, I “inherited” a heating-and-cooling company as part of an acquisition. Their logo was fire engine red. The italicized font implied speed. It fit an emergency service business well.

But it wasn’t consistent with our business model. We served upscale clients who wanted their provider to prevent repairs. An equipment breakdown posed a huge inconvenience for these incredibly busy people.

We felt a name change along with new imaging was in line. So we rebranded the company:

Krueco Before & After2

Our new logo was black with a clean font, which appealed to our sophisticated clients. As our designer described it, it was a “blue-black” so we often used blue as a complementary color.

The circles in the logo symbolize “wrapping our arms around you.” They also show something we were able to do with the brand – extend it to related services.

Most importantly, it resonated with our ideal customers. When they had a problem, they called us first!


Name that Color
Use this online app to look at an array of colors. You can either use the dropdown menu or play with the color wheel. In either case, you’ll get the color name, color number and the RGB composition (RGB = Red, Green, Blue).

Color Scheme Designer
A designer tool to find color combinations that work together well. You can also get your color numbers and export your color palette.

Next Step

Look at you go – you’ve completed the reading for the third section of Module 1. We recommend you go to the Use Images and Colors to Sell Guidebook and complete Part 2 (and Part 1 if you haven’t already).

Don’t forget, send us your questions at To insure it grabs our attention, type “BTS QUESTION” in the subject line.