Simple presentation on how color affects business communication. Deals with the psychology of colors.

1. BY GAME PLAN CONSULTING
HOW COLOR
AFFECTS
BUSINESS COMMUNICATION

2. Color is a powerful and an important
communication tool; unless it's
misused or overused.
1COLOR
It is tied to religious, cultural, political
and social influences.
2
An understanding of color meanings
in business gives us an invaluable
tool to get the best response to our
marketing and promotional efforts
and ultimately to create a successful
business.
3
In a study titled 'Impact of Color
in Marketing', researchers found
that up to 90% of snap
judgments made about products
can be based on color alone
(depending on the product).

3. JOHANN WOLFGANG VON GOETHE
Theory of Colours
“Color itself is a degree
of darkness.”

4. COLOR
MEANINGS
IN BUSINESS

5. Study 'The Interactive Effects of Colors'
“Relationship between brands and color
hinges on the perceived appropriateness
of the color being used for the particular
brand (in other words, does the color
"fit" what is being sold).”

6. YELLOW
POSITIVE MEANING
Optimism, confidence, self-esteem,
extraversion, emotional strength,
friendliness, creativity
Yellow is an illuminating and uplifting color which stimulates our analytical processes and
assists with mental clarity.
NEGATIVE MEANING
Irrationality, fear, emotional fragility,
depression, anxiety, suicide
EMOTIONAL

7. RED
POSITIVE MEANING
Courage & Confidence, Action & Passion,
Energy & Speed, Driven & Determined
Red is a warm and positive color, a very physical color which draws attention to itself and
calls for action to be taken.
NEGATIVE MEANING
Aggression & Anger, Overbearing &
Tiring, Violent & Brutal, Rebellious &
obstinate
EMOTIONAL

8. BLUE
POSITIVE MEANING
Loyalty & Trust, Caring & Concerned,
Reliability & Responsibility, Calm &
Peace
Blue is the most universally favored color of all and therefore the safest to use. It relates to
trust, honesty and dependability, therefore helping to build customer loyalty.
NEGATIVE MEANING
Predictable & Weak, Unforgiving & Frigid,
Lack of emotions, Aloofness
EMOTIONAL

9. GREEN
POSITIVE MEANING
Nature lover & family oriented, Growth
&Vitality, Renewal & Restoration,
Adaptable & Flexible
Green is a color of growth and vitality, associated with new life and renewal. Psychologically it
relates to balance and harmony of the mind, the body and the emotions.
NEGATIVE MEANING
Possessive & Materialistic, Selfish &
Greedy, Boredom & Stagnation,
Indifferent & Over-cautious
EMOTIONAL

10. The Logo Company
Guide

11. COLOR &
MARKETING

12. 2%
When marketing new products, it is
crucial to consider that consumers place
visual appearance and color above other
factors when shopping.
2% SOUND/SMELL
6% TEXTURE
92% VISUAL APPEARANCE
6%
92%

13. 85% of shoppers place color as a primary
reason for why they buy a particular product.
According to Wikipedia, color is the visual
perceptual property corresponding in humans
to the categories called red, blue, yellow, etc.
Color derives from the spectrum of light
(distribution of light power versus wavelength)
interacting in the eye with the spectral
sensitivities of the light receptors.
85%COLOR
15%OTHER

14. THANKS