Most people never think twice about the colors that their favorite brands use. However, businesses spend a lot of time and money deciding on which hue is best for their products. This is because colors affect people’s feelings on a subconscious level. They are also associated with certain cultural or social messages.

Colors come with so many meanings. Blue has a calming influence on people. It also gives off the impression of trustworthiness and dependability. In contrast, red is associated with passion and danger. It can also give off a refined and powerful vibe, which is why red wines are considered richer than whites.

[Graphic via Medium]

As a small business owner, never underestimate the impact color has on your brand. Corporations with large marketing departments, understand this all too well. For instance, most skin care companies use white in their product packaging as it symbolizes purity and cleanliness. Banks tend to use the color blue to give off an image of dependability. But what if you want to give your product a luxurious feel and classy image?

Why Black is Considered Luxurious

No other color has such a polarizing effect as black. Some western countries associate it with death and mourning. The media has also used it to portray villainy and evilness. However, the past few decades have seen the color become the epitome of luxury and class.

Despite the negative connotations, black is also associated with power, authority, class, and sophistication. Consider how high-end events are often black tie affairs, with women wearing the requisite little black dress. The color is very formal and serious and can evoke feelings of strength and intelligence.

Interestingly, black also has a slimming effect, which is why the color is used to make a product (or a person) smaller than it really is.

Look Who’s Using Black

Numerous companies have taken advantage of the way black evokes power and sophistication. For instance, makeup brands have used the color to provide their products with a sleek and classy look. Notice how even simple makeup brushes look more expensive with the color.

Ralph Lauren has even named one of their men’s scents after the color and used it as the background of their ads. Their predominantly dark ads for Polo Black target men who consider themselves to be strong and mysterious but with a depth of personality.

Brands that cater to men and luxury items have found great success in using this particular color. Rolls Royce cars are typically black, with a sleek and shiny outline. The same goes for Don Q. The rum brand uses black with splashes of gold.

There’s no denying that black is a powerful color. However, it can also be overwhelming. Use black in your packaging, your ads, and website to give off the image of luxury. But try to pair it with colors like red or gold for a striking contrast. You’ll find that your customers will be more than willing to pay extra for something that looks expensive and luxurious even if the quality is average.

[Featured image via Rolls Royce]