The visual aspects of your company are what make an impression on first-time customers. Colors work together to create an emotional connection with consumers and make your branding stand out from the competition. Each type of industry tends to use specific colors and tap into the emotions behind pain points that customer base experiences. The construction industry is no different and trends toward a particular set of colors you'll see over and over again.
Although some months see construction spending slumps, building has been on an overall upward trajectory since 2017. Total construction spending in the United States for the first quarter was around $386.1 billion. The construction industry has recovered strongly from recession levels, but with more work comes more competition. Figuring out what brand colors to use isn't an easy task, but can make the difference in grabbing user attention or losing it.
There are some traditional color choices for construction branding, such as yellow, earthy browns and greens. However, thinking a little outside the box may be just what you need to draw attention. Here are some ideas on colors that grab attention but still tap into what users expect from construction companies.
You've probably noticed the use of sunny yellow on many construction sites. Because construction equipment tends to be yellow or red, people associate a certain shade with building projects. Worker's helmets and vest are also sometimes in a bright hue of yellow, so people associate this color with construction work. Because of this, many companies use at least some yellow in their color palettes. Although the other colors in the design might vary, you'll see it quite often in designs.
Wohlsen Construction uses a pop of yellow to draw attention to its navigation and call to action (CTA) button. Even the photos used in the hero shots offer splashes of this shade. Note the yellow vest the worker in the hero image wears.
Most construction industry websites feature yellow and brown color palettes, but what if you could grab user interest with pops of red? This color elicits specific emotions, including excitement. It makes people think about power and passion. It also increases respiration rates and attracts more attention than other colors.
Red can signal danger, but it doesn't have to. It all depends on the shade you choose. For construction brands, earthy clay is an excellent choice, but a vivid deep hue also grabs attention. Which red you select depends upon other colors in your branding. Try out different shades with split testing and see which convert best with your target audience.
New construction often includes digging up the land and completing excavation projects. For this reason, many construction companies choose earthy browns for their color palettes. It's also a good choice as a base and then you can add a pop of blue, red, green or some other bright color to draw user attention.
Wheeler CAT uses a lot of earth tones on its website through the photos of equipment being used in various types of construction jobs. Note the neutral white and taupe for navigation and then a big hero shot at the top of the page showing earthworks. The site then features several images of equipment in use, with the majority of the photos featuring earth tones.
For construction companies up on eco-friendly practices, using green tones in the color palette indicates it puts the environment first. Deep, grass-colored green is a smart choice for navigation bars, calls to action and even within images. Just keep in mind if you're using a bright color such as green that you'll need to use complementary tones for the rest of your palette. One technique is using neutral shades, such as black and white and then adding a pop of a brighter color.
A deep blue is seen as a trustworthy color. Have you ever noticed the way banks tend to use dark blue color palettes? This is because people associate blue with reliability. However, you can use this shade to your advantage as a construction business, too, and indicate how reliable you are. Commercial construction is one area where people need to know they can rely on you to meet deadlines, but even residential construction benefits from reliability.
Customers need to know they can rely on you to be around through project completion as well as after the job is finished in case there are any issues. A simple change in color choice allows you to indicate you plan to be in business for many more years to come.
Excel Excavating utilizes blue in its color scheme, adding an air of credibility to its branding. Even the hero shot has a bluish-gray tinge to it, setting the tone for the rest of the website.
Choosing a color completely outside the scope of what most other companies use works if your target audience is young or the color speaks to them in some way. For example, if you run a company constructing tiny homes for millennials, choose trendier colors than if you create corporate buildings for middle-aged men. Base your colors on hues that speak to your demographic. You could also enhance a more traditional palette with one or two elements in a unique color choice.
Don't be afraid to try colors a bit outside the norm. Just make sure you test any changes to your branding and see how your target audience reacts. Pay attention to what colors your competitors use as well. It's good to meet expectations, but you want to also stand out from the crowd. With a little work, you'll soon hit on a color palette that defines who you are as a brand and results in conversions.