The document discusses how color can impact responses and sales. It provides examples of how changing background colors improved sales, such as a 400% increase for The Highlander when changing from black to gold backgrounds. It also discusses how color conveys meanings and emotions, and how using the right colors that match a brand or product is important. Specific colors are examined in terms of their symbolism and appropriateness for different contexts.

2. What color is response?An inside look at how colorimproves — or hurts — your salesCarol Worthington-LevyCreative Director

3. Does color really matter?How do people respond to colors?Does color help people to see messages more quickly?Does color help to emphasize blocks of copy or headlines?What colors help to show off product in a photograph?

4. How can the right colors improve response?When The Highlander went from this – black backgrounds on all pages…

5. How can the right colors improve response?…to this – warm gold colors behind all type — their sales were up 400% - and order sizes doubled

6. How can the right colors improve response?When Republic of tea changed this layout background from green to white and lighter tans, sales improved substantially!

7. Today you’ll get some ideas about…How color affects the way people…see you

8. perceive you and

9. respond to your promotional effortsLet’s look at some examplesCheck out these treatments and tell us out loud what the color means to you…

10. Remember this?Back in 1977, when this was Apple’s logo, the Apple was seen as a computer that gave users superior color output to a PCWhat ELSE does – or did - the color mean to you?

11. The modern logoToday Apple prides itself in its technical wizardry and business-friendly dependabilityWhat does this more subdued gray/silver image — used for all Apple products— mean to you now?

12. Brand is more powerful with colorWhat company uses this color?

13. Which one is from the Tiffany website?CABWhat does the color in the shot do to add value?

14. A sophisticated brand piggybacks on TiffanyIs this a good choice? Is the market the same?

15. Another color treatmentWHAT CAN BROWN DO FOR YOU?Who is this?

16. UPS ‘owns’ brown nowWHAT CAN BROWN DO FOR YOU?This campaign started in 2002 and was retired in 2010Anyone know how they chose brown? (Trivia!)Is brown an upscale color? Downscale?

17. Pullman brown doesn’t get dirty!The brown color that UPS uses on its vehicles and uniforms is calledPullman Brown. The color is also mentioned in their former advertising slogan: "What can Brown do for you?”Originally founder James E. Casey wanted the trucks to be yellow, but one of his partners, Charlie Soderstrom stated they would be impossible to keep clean, and that Pullman railroad cars were brown for just that reason.

18. All browns are not equalWhich brown is “warmer”?Warm colors are more inviting, more responsive, than cool neutral colors

19. Sometimes brown is just plain wrongBrown may seem like ‘mother earth’ nurturing, but in truth it still feels like dirtIs that what you’d look for or want in health care? In a car?

20. Can we use color to connect to our customer?Customers quickly learn what various colors stand for if they are on-target…Web logos are hitting us so often that we’re connecting the dots between color and business

21. Yahoo purple promises us a fun and offbeat experienceWe’re so well trained that Yahoo is purple that we don’t even need to see who this is from.

22. We “train” customers with color… so when I get this in my email, and the Yahoo logo is orange, I’m uncomfortable with it!Customers will wonder: is this a scam?We learn to trust colors intuitively when they’re used consistently

23. Vocabulary: Color ValueDark to lightThe eye is 1600X more sensitive to valuethan to colorOur eyes gravitate automatically to higher contrast, even though we love color. It’s the way our brains are wiredHighest contrast medium contrast lower contrast

24. Colors in proximity affecthow we perceive other colorsThe blue box in each of these is the same color – but they look very different.Our eyes adjust to the intense color around that blue box, and our brains think it’s different!

25. When type is put against a background of similar ‘value’, it’s too hard to read!The red type on the gold is illegible

26. Type in a color – even when it’s bold – is harder for people to readIt becomes lower contrast – the further away from black it gets, the less the legibility!Our customer ignores messages written in colors lighter than black

27. How do we increase contrast?Think “value” when you put two colors together, and look at them carefully. Is there enough contrast or are they too close in value?

28. Black always draws the eye best Do you feel anxious in a yellow room? Does the color blue make you feel calm and relaxed? Artists and interior designers have long understood how color can dramatically affect moods, feelings and emotions.Do you feel anxious in a yellow room? Does the color blue make you feel calm and relaxed? Artists and interior designers have long understood how color can dramatically affect moods, feelings and emotions. Do you feel anxious in a yellow room? Does the color blue make you feel calm and relaxed? Artists and interior designers have long understood how color can dramatically affect moods, feelings and emotions.

29. Which is easiest to read?And which is the least readable?At first glance, the human eye always goes for the one with the most contrast, ignores the lowest contrast

30. What do colors symbolize?Dark green and dark blue are colors that symbolize stability and authority — banking, high end real estate, investment

31. When does blue NOT work?For food… studies have noted that blue is not a good color, no appetite appeal — proven to decrease appetite!Far right is dog food – and it still is not appetizing!

32. Photography can be made better, or worse withcarefully chosen color of props Which colors look most appetizing?Yummy! ecch!Good rule of thumb – almost nothing looks good on grey!

33. Logos for restaurants must have both appetite appeal and brand/service appeal…JUST looking at the color – which one says Beverly Hills? Which one says TexMex? Which one says worldly, exotic?

34. Too much of any intense color actually annoys the viewerThe bowl of noodles is not enough to make up for this visual onslaught

35. What do other colors symbolize?Pure hues like cyan (bright blue) and red are playful, exciting and work well in children’s goods, pets and entertainment

36. Colors can evoke emotionsWhich colors look more appealing for someone looking for pet goods?

37. Too much blueHigh intensity blue makes us look awayReversed type reduces comprehension to only 10% of what it would be if dark on lightThe littlebit of redis not enoughto offset thisdeadly site

38. Too much blueLess intense blue, offset by the yellowNote – the box ‘disappears’ in the layoutReversed out typeIncredibly – a reversed out couponProof that all the money in the world can’t buy common sense

39. Grey: subtle but effective if balanced with other colorGray is subdued and can be elegant if the right gray… butwarning: can also be dull and uninteresting

40. Elegance with interesting surfacesGrey used as a silver can be festive and classy Note how this has a bit of turquoise and blue to provide relief from all the greyA little blue, a lot of silver – a good rule of thumb for color use

41. The grey palette is bigger than you thinkNote how this gray has some color to it – makes it more interestingA little bit of intense red offsets the large areas of black and gray – takes it from dull to interesting

42. B/W photography – does it work?Black and white photography has mostly grays – and it too can be elegant if used the right wayFinancial Luxury real estate

43. What does light blue symbolize?Light blues are optimistic – evokes blue sky, relaxation, water and cleanliness.

44. What about black?Studies prove that type reversed out of black (white type on black bkg) reduces comprehension to as low as only 10%It’s even worse for websites — people simply do not stay to read!

45. Can black work well?This is a high end product by VISACould this get mixed up with the AMEX Black (Centurion) Card?Your own look/feel/color schemeIs best for you to establish yourbrand

46. The right colors can make us feel cleanliness and freshnessGreen says ‘eco’ but blue says ‘clean’. See how these logos fare in using color to send their message. For cleaning service, which would you have the most confidence in?

47. Choose color to emphasize the prime benefit to highlight a service -But there are times when water and relaxation are not the message you want to convey: Which plumber would you hire to take care of your plumbing problem? Which would you hire to design an upscale bath?Water design strength/modern dependable/service

48. What do colors symbolize?Green= fresh, nature, environment… but it’s not necessarily the right color for type or a logo! Mid to light greens fare poorly in comprehension tests – green vs. black type

49. And if you love bright yellow…Bright yellows — either on walls or as the background on a computer screen—are the most bothersome colors and are not calming or relaxing in any way. Bright colors reflect more light, so yellow over-stimulates our eyes, causing strain and even irritability.

50. And now - about bright yellow…Don’t let this happen to you!

51. How do you know which colors to choose?We’ve just seen examples of colors that work and don’t workLet’s learn more about why they don’t workAnd let’s discuss colors that work well together – or notAfter that we’ll go over which colors work best for messaging

52. More helpful vocabularyComplementary colorsThis is a color wheelIt’s a great resource when trying to define colors that work togetherColors opposite each other on the color wheel are complementary colorsThey balance each other out visually

53. Same values, complementary colorsMakes the eye uncomfortableSeems to ‘jiggle’ or shimmerBad readership with good eyesTerrible readership when there’s slight colorblindness (8% of males cannot tell red from green)MerchandiseMerchandise

54. Complementary color schemeThis is a kind of complementary schemeThe blue is opposite orange on the color wheelBalance: It doesn’t take much of a powerful color like orange to offset all the cool blues

55. Complementary color schemeThis is more subtle but it is also complementaryThe pale yellow with the dusty blue (a little bit lavender) offset each other wellThis was a very successful redo

56. Complementary color schemeClassic holiday mix of red and greenThe third color – the gold – provides some interest and visual relief from the heavy green and red

57. Other color schemesAnalogous colors means they are very near each other on the color wheelThey can look great together but too much will bore the eye. They need a touch of a complement to make it work

58. Example of analogous color schemeThe tan, mauve and muted gold are very close in color and intensityWhy does this work? The background does not overwhelm the subtle color of the shirt – plays it upSubdued color choice plays up elegance

59. Example of analogous color schemeThe yellows, golds and metallic gold all work to create a compelling, harmonious imageWhite gives the eye relief from all the warm colorNote how the logo stands out nicely

60. Example of analogous color schemeUse of a photo with strong analogous colors makes this mail piece eyecatchingWe play it up with a bright yellow violator in one of the darker areas of the photo

61. Example of analogous color schemeThis is for the holidaysBreaks out of the traditional and often overdone red and greenSnowflakes in orange background are festive – we don’t judge it to be wrong because it’s orange

62. Example of Monochromatic color schemeMany versions of the same basic blueDo you think this works to show off the printer and samples? If not, why?

63. Example of Monochromatic color schemeThis is monochromatic using redsTheir colorful packaging shows up well hereIf this were all a bright red, those packages would not show up

64. Primary and secondary colorsPrimary colors are red, yellow and blue – which look great togetherA secondary color scheme uses purple, orange and green – which also work well together

65. Example of a primary color schemeThis is a primary color schemeNOTE that it’s not just ‘out of the box’ color –The yellow is a subdued tint to make the site easy to look at

66. Example of a secondary color schemeThe warmth of the field behind her (orange, subdued) and her skin tones balance the violet red color and the moss green

67. Example of a secondary color schemePale gold makes a nice field color for the navigation – it offsets the forest green logoThe redness of the cooked food is a color too – this is very different. While it’s not violet, it is so different than the others that it works.

68. Example of a secondary color schemeGreen and orange work well with the Chili’s southwest themeGreen does not surround the food, so it’s still appetizingLittle zings of gold and bright red liven it up

69. Contrast by extension: which is more eye-catching?• Pink is essentially light red• The complement of that is green• If this had only pale green it would be boring• The dark green adds interest due to the difference in color and contrast (it is much darker)If you have a lot of one color, and want some visual relief and balance, choose a complement and use just a little to offset it.

70. Contrast by extension: which is more interesting?• On the color wheel, the opposite of violet is yellow• A yellow green is very intense• The violet colors are subdued and quiet• So the addition of the lime green in a small dose offsets it, makes it interestingand well-balanced! If you have a lot of one color, and want some visual relief and balance, choose a complement and use just a little to offset it.

71. Contrast by extension in actionA lot of redWhite provides reliefWe immediately tune into that little guy because the color is so different

72. Contrast by extension - in the real worldMicrosoft’s friendly clean blue frame has a little ‘zinger’ in that “Kodak” warm yellow/orange. It doesn’t take much to work wellWarm colors have more intensity to our eye than cool colors do

73. Simultaneous contrast makes a layout “vibrate” uncomfortablyNext time you think about using red and green next to each other on your website or catalog, for the holidays, think about thisPeople avoid looking at this because it is overwhelming

74. Alternative: try a different version of one of the colors: more muted, darker, etcThis uses red and green, but it’s richer lookingEasier to look at, more invitingMore eye-catching because it’s slightly different than the usual holiday fare

75. Too much color can hide what you’re sellingWhen you surround the product you’re selling with similar colors, it will disappear from view!A sign of a great stylist is one who props with taste and restraint!

76. How to use color to emphasizeTo make a product pop, there must be contrast in value and color

77. Contrast is the #1 way to get attentionBlack and white are the ultimate contrastAs soon as you make something a ‘color’ it becomes less dark than black – and less contrastySubtle color is wasted on many people – especially men. 7% of all men are colorblind. Contrast is what helps them to see and read better

78. Contrast – can’t take your eyes off itFull range of value and color

79. Low contrast – weak, uninformedPale colors against white don’t read well enough to be comprehended.

80. Color and contrast/photographySometimes photographers and art directors take concept too farBlack gloves – gray stony background – dull and lifeless – plus nondescriptCan you see the ‘new’ burst?What would make that work better?

81. Color choices photographyComplementary colors can make a photo – and an ad or visual - pop

82. Color choices photographyIs this the color of excitement and entertainment you’d get from a big screen TV? Yawn.

83. So let’s try a few before we go…What could they dowith color to make this a more interesting or appealing site?

84. Let’s try another…What could they dowith color to make this work better?

85. One more…Do these colors work? Why or why not?This is about a service for entrepreneurs and startups in businessWhat would you do to improve it?

86. Summary: How do you know which colors to choose?Think of how people emotionally respond to colors, and find the best ones for your effortDon’t let your designer choose the ‘creative solution’ that is not in line with colors that are appropriateThink of how you’ll use those colors, and concentrate on ease of reading and comprehension …if someone can’t read it, they can’t respond to itWork on color BALANCE – warm and cool, dark and light (value) and so onNever, ever just say yes to the first color combination you see. Try a few, find the right one!

87. Some additional sources for you zealots out thereFranklin Institute page on color:http://www.fi.edu/color/A color contrast analyser – from Australiahttp://www.visionaustralia.org.au/info.aspx?page=628Interesting tool for communicating about colorhttp://www.colblindor.com/color-name-hue/This site helps you identify interesting color combinations that work well- and tells you why they work!http://www.worqx.com/color/itten.htmColin Wheildon: Type & Layout, are you communicating or just making pretty shapes?http://www.amazon.com/Type-Layout-Communicating-Making-Pretty/dp/1875750223/ref=sr_1_2?s=books&ie=UTF8&qid=1315337552&sr=1-2

88. Questions?THANK YOU!Carol Worthington-Levy