I get asked all the time ”Winnie, why do you only wear only black?” Well, that’s not quite true.

I actually wear color on one day of the year – Valentine’s Day. With a name like ’Hart‘ i’m all about sharing the love on my favorite Hart-day!

Wearing only black started in my early college days as a simple outcome of budget (my 10 pieces of clothes all match!) and it just stuck. It’s become one of the core elements of my personal brand. And, It’s still really easy and it eliminates daily choice in my life.

What color best represents your personal brand?

There has been much discussion and debate on the psychology of color in marketing. While many believe that color is too personal a matter to be universally applicable to trends, there are some research-backed insights that have merit and deserve consideration here in relation to a personal brand.

In the study Impact of Color in Marketing, researchers determined that people make up their minds within 90 seconds of their initial interaction with a product and that 62-90% of that assessment is based on color alone. Prudent use of color can contribute not only to differentiation but to attitudes towards a brand. 

In the course of her studies into the Dimensions of Brand Personality, psychologist and Stanford University professor, Jennifer Aaker, concluded that there is a real connection between the use of colors and customers’ perceptions of a brand’s personality. Her findings indicate that certain colors broadly align with specific traits, i.e., brown with ruggedness, purple with sophistication, and red with excitement. In addition, and in agreement with other academic research, such as The Interactive Effects of Color, she suggests that a brand’s colors should support the personality being portrayed rather than aligning with stereotypical color associations. In other words, colors must “fit” logically with the subject. 

The bottom line is that there are no easy, clear-cut guidelines for choosing a brand’s colors, but color is an essential consideration. Color helps create the feeling, mood and image that your brand communicates, and these elements play a subtle role in the message of who you are, or what you stand for. 

When creating a new brand, it’s important to use colors that ensure differentiation from well-known and established peers.

Check out Pantone color of year for 2023. You guessed it – RED.

 What color best represents your personal brand?

Stand out as a thought leader in 2023 and be the leader you are meant to be.

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