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(This is an expanded version of the 2003 Second Quarter issue of Public Relations Strategies, a quarterly publication of Miyamoto Strategic Counsel)
We don�t live in a black and white world consisting merely of light, darkness and tones of gray. Rather, our world is vibrant and alive with millions of colors that we often take for granted. We need to take greater notice, because these colors affect the way we think and act. And, if we use color correctly in our public relations communications, we can affect the way our audiences react to our messages.
The correct usage of color can help create moods that help establish our audiences� states of mind and influence their predilection to a specific behavior on our behalf. Whether used as backgrounds or in typefaces, color is a very powerful tool for establishing emotion. It can evoke similar reactions from most people.
Colors are basically warm, cool or neutral:
- Warm colors stimulate activity and creativity by eliciting a warm and exciting mood.
- Cool colors are passive and calming; they reduce tension and increase concentration.
- Neutral colors give a feeling of stability and balance.
Warm Colors
RED is the most emotionally intense color; it increases the metabolism, quickens the pulse, and stimulates breathing. Some of the words that describe its emotive effects are: Energy, passion, power, excitement, heat, danger, love, valor, hardiness, strength, blood, war, strength, sex, and speed. Red is generally less effective with men than it is with women, who prefer it over orange.
Although red is the preferred �second color� in printed materials and on the web, use it cautiously (especially saturated reds). It is best used for thin borders but not for details.
Red clothes draw the attention of others, but they do make the wearer appear heavier. Red clothes are not helpful when negotiating. As far as food is concerned, it is very popular and elicits a good response from impulse buyers.
ORANGE is an autumn color with a strong personality and a declassifying, strong appeal. This color makes one feel happy, confident, creative, adventurous, playful, vibrant, and full of warmth. Men prefer it over red.
It works best as a highlight tempered by heavy black detail. Interestingly, the color promotes hunger, and elicits good response from impulse buyers.
YELLOW is the attention-getter that speeds metabolism. Interestingly it offers completely opposite emotive qualities. On the one hand, it evokes words such as: wisdom, playful, satisfying, optimistic, warmth, sunny day, cheer, optimism and happiness. Yet on the other hand, it indicates caution, decay, sickness and jealousy. It is less effective with women than with men.
When used as type over a black background, it�s the easiest to read. Yellow enhances concentration (that�s why legal pads are yellow). But when used alone, it is the most difficult color for eyes to process.
PINK is the only warm color that has a tranquilizing effect. When one sees pink, one thinks of romance, of things soft and sweet, of security and nurturing. As such, it is used in bedrooms, and also by prisons to control violent inmates.
Cool Colors
GREEN is the color of nature, with calming, relaxing and refreshing effects. It has these emotive qualities: Health, regeneration, contentment, harmony, life, growth, energy, faith, and money. Green connotes fertility in women, and masculinity, conservatism and wealth in men.
It is used to create a sense of serenity. Be careful, different tones of green can do different things � for example, blue-green denotes class and restraints, but on the other hand, lime green doesn�t work well in large areas.
Green is easiest on the eyes, and is a popular food color.
BLUE is the most popular color. It is proven to increase energy. Blue�s emotive qualities are often described by these words: Honesty, integrity, trustworthiness, belonging, peaceful, tranquility, justice, vigilance, and perseverance. However, blue also connotes cold, coolness, depressing, solitude and sadness. It is less effective with women than it is with men.
In web design and printed materials, avoid saturated blue, as it looks cheap, uncreative and amateurish. Ever wonder why text links are in blue? It�s because they give better results (i.e., they draw more clicks than any other color). Bordering central areas of a webpage creates a sense of expansiveness.
Blue elicits good response from budget buyers, but be careful, for it is the color of toxic foods.
PURPLE and VIOLET are symbolic of royalty. When one sees these colors, a person thinks of royalty, luxury, wealth, dignity, sophistication, and spirituality � or in a different vein, words such as feminine, romantic, mystic, beauty, and inspiration.
Use them sparingly, because they are rare in nature and can appear artificial. They are also the color of toxic food.
Neutral Colors
BLACK is used almost exclusively for the printed word. Aside from its value in written communication, black connotes authority, power, formal, sophistication, elegance, seductiveness, and mystery. It is often associated with black magic, witches and demons, and the color implies submission and evil.
Black clothes are stylish and timeless; they make people appear thinner, but can be overpowering. They make light-haired people appear to have inner strength and determination.
GRAY is the color of executives. Take note of the walls in airports � they are usually dove gray, giving travelers a feeling of executives and business persons, or �high class.� In printed and web materials, avoid dull grays, as they appear utilitarian. Light grayish-blue helps eliminate glare.
WHITE is a summer color that reflects light. It symbolizes innocence, purity, chastity, virginity, youth, mildness, cleanliness and sterility. It goes with everything.
BROWN is a good color for gathering more information as it encourages open conversation. The color symbolizes wood or leather; light brown symbolizes genuineness. Its emotive qualities are credibility and stability, and sometimes sadness or wistfulness. It�s a popular food color.
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