Recently, a City Lab article named Salt Lake City the third fastest growing population of the creative class. From 2005 to 2019, Salt Lake City has seen a 43.6% growth, just trailing behind San Jose and San Francisco (47.2% and 45.2%, respectively). 

Richard Florida, the author, discusses the concept of “the rise of the rest.” The concept is described as, “a result of both increasingly unaffordable housing in established hubs and the improvement of the economies in less-established hubs.” 

The dominate hubs, like San Francisco, are notorious for the presence of fast-growing tech companies and extremely unaffordable housing units. Less-established hubs, like Salt Lake City, offer more affordable housing units, cheaper labor, and the ability to attract college graduates. 

So – Florida wanted to visually analyze this ever-evolving growth onto maps. 

With the help of Todd Gabe, an economist at the University of Maine, they collected data from the U.S. Census American Community Survey (ACS).

“I decided to take a closer look at what is actually happening to the geography of talent. I zeroed on changes in the location of the creative class for a period immediately before, during, and post-recession. While most studies equate talent with the share of adults who hold college degrees, my creative class metric is based on occupation. About nine in 10 Americans with a college degree are members of the creative class, which is made up of up of knowledge workers in education, healthcare, law, arts, tech, science, and business. But, only six in 10 members of the creative class hold a college degree.”

Florida and Gabe compared the concentrations of creative class growth and shares at 2005 and 2017. 

In 2005, Salt Lake City had one of the smallest shares of the creative class (at 31.6%), compared to the largest share, Washington D.C. at 47.8%.

Although from 2005 to 2017, Salt Lake City is at the top of the list for the fastest growth in creative class shares, at 24.1%

Salt Lake City shows no signs of slowing down. If your business is looking for a new place to grow, come join an inspiring community of the creative class at Work Hive located in the heart of Salt Lake City!.

Published in Coworking Blog

When designing your brand identity, did you think about the psychological effects that different colors have on people?

In an article by G2 Learning Hub, the author discusses the importance of this often-overlooked topic.

Whether you already have your branding figured out or are stuck on the design; it is essential to understand how color plays a significant role in how people will react to your brand / product. Color can determine a person’s gut reaction, purchasing behavior, and problem-solving skills. 

The Fundamentals of Color Theory

Different colors can evoke a range of emotions, moods, and atmospheres. Below is the list of standard colors and the types of feelings they tend to project:

  • Red— aggressive, urgent, passionate
  • Orange— energetic, playful, affordable
  • Yellow—friendly, happy, attentive
  • Green— growing, prosperous, natural
  • Blue— trustworthy, inviting, calming
  • Purple— luxurious, royal, sensual
  • Black— sophisticated, edgy, mysterious
  • White— clean, innocent, healthy
  • Gray— formal, gloomy, traditional
  • Pink— youthful, feminine, romantic
  • Brown— rustic, stable, manly

Researchers have found that the psychological connotations change depending on where the color falls on the rainbow (also known as a hue). A bluish-green hue has different connotations than its parent colors and a greenish-blue. 

Tintscan affect the properties of colors. Whether you mix the color with white or black, you can change the tint by making it darker or lighter. 

By using different hues, tints, and shades, your company can create an entirely customizable brand.

Now, How Do I Decide?

A recent study found that 48% of business owners did not research the implications of different colors before choosing them. Another 65% chose colors based on their personal preferences, rather than what the color might mean for all. 

A business must begin to understand what type of emotions they want their brand / product to evoke or who to appeal to. Who is your audience?

Some suggestions for figuring out your business’ colors:

  • If your brand is not clearly defined, make a list of 30 or more adjectives to describe your business. These adjectives must encompass the brand’s ideal personality and the audience you are trying to communicate to.
  • Research other businesses in the same industry to see how they use colors. You can choose to follow suit or stand out with a different color. 
  • The website 99designs.com can help businesses who are either re-branding or just starting. The site offers an interactive tool that assists a business in finding their primary color. 

When you find and decide on your brand’s colors, it is crucial to stay consistent. Use your primary colors in your logo, website, in-store décor, product packaging, advertisements, and promotional materials. Being consistent with your color throughout your business will strengthen consumer’s association with your brand. 

Is it time for your business to re-brand? Or if your business is in the beginning phases, will you consider color theory when coming up with your brand identity?

Published in Coworking Blog