COLOUR AND THE AVERAGE PERSON!

Colour affects people's emotions, behaviour, performance and productivity, mood and energy levels whether they are aware of it or not.  Colour communicates subconsciously. My intent is to pass the knowledge of colour into your conscious awareness.  By sharing this information with you, you too will be able to understand colour in a more practical way.

We all know that each colour of the rainbow is reflecting to us part of the full spectrum of light from violet to red.  Beyond these "pure" tints each colour has an infinite variety of tones and intensity each with their own subtle effect and message.  In a Colour and Image Consultation, the consultant will explore these different tones and variety of intensities to find the best complement for the individual or company and the message they want to project.

Colour is the most powerful resource we have on this planet and we don't use it to it's full potential.  We all react to colour on a subconscious level.  It is a universal language.  The importance of colour is that it relates in my opinion to our primitive brain on an "instinct" level and it draws on our survival instincts!  I encourage businesses to avoid using the colours yellow and black on flyers or other promotional material as it reminds the primitive brain of "danger".

We can see that we, as a society, recognize this, as our road signs are yellow and black signifying caution and danger.  This reflects in nature as any insect coloured yellow and black will sting, bite or kill you.  When you use a yellow and black flyer, you will get people's attention, but the underlying message you may be sending could be a 'beware' or 'danger' signal.  Therefore, it is important that the information you are marketing be accompanied by a colour which will also have a positive appeal on a subconscious level. 

The clothes you wear also have an effect on how you feel.  For instance, black absorbs your energy.  If you wear black for a long period of time, this colour will make you feel drained.  Black is all colours absorbed.  White is all colours reflected.  Therefore black and white are not colours they are all colours either reflected or absorbed.

Colour is the rainbow.  Think of the saying "Showing your true colours"  What does that mean? Would it suggest someone who is truly showing who they are to the world?  No hiding.  With that in mind what would white or black be saying?  Could it be a form of hiding (Black) or putting barriers up (White)?  Experiment for yourself.  Wear only black one day and where only colour the next.  Take notice of how you feel on each day and compare how much energy you have at the end of the day.  Take notice of how people react to you and your own attitude to them.  Has it changed slightly?  What if this is the key to being positive or negative.  I guarantee you will feel a powerful difference!

Black is not a business colour for the year 2000.  It is designed to keep people away and set up barriers.  We are no longer a product-driven business environment.  Our business, these days, are service driven (Purple-Blue).  More information on this colour and its effect in business can be read in my book "Orange Underpants - Your Key to Emotional Success".  Today, we encourage people to make more contact with us whether it is to be developing relationships, or understanding their needs, wants and desires.  Colours are the key indicators to help us to do just that!

Colour carries a universal message.  For example, think of the colour green.  Green is associated with abundance, growth, prosperity, expansion and money!  In a presentation to an investment company the director showed me their corporate brochures which were blue and white, complete with pictures of blue money.  Blue and white says 'corporation' or structure and control.  Yet this was not the true message of this company!  Yet when I asked: "What is the colour of money?" he responded with, "You're not going to say green are you?"

So at some level, he knew this without even knowing how or why because colour carries a universal message.  Tone and intensity of colour is also important as lime green means health and it is the emerald green that means wealth.  The darker the colour the more serious the message the lighter the colour the more fun and youthful it is.

As to why the printer had not informed him of the importance of green instead of blue there are a couple of reasons - 

1. the director had asked the printer for corporate brochures - and so had received exactly what he had asked for, blue and white, being corporate colours; and
    

2. printers are also trained only in technique and not necessarily the psychology of the colours. This could be an added bonus to the printers out there.  To be able to supply your clients with not only the latest in colours and graphics but but because of the wide variety of colours we have really fine tune your clients message to make it consistent with the Image of the company.

We all talk about about the USP (Unique Selling Proposition) of the company. So what is different about your company compared to your opposition.  We need to know what that is and then find the right tone and intensity of those colours to make your message clear.  After all colour is a no cost item.  It costs you no more to have the right colours.  However, it will cost you if you have the wrong colours.

Lets talk about another colour.

Red, on the other hand, means power.  It is important, however, you need to understand what is the right tone and intensity of the red vibration for you.  For example if you were to wear the wrong tone of red, you would find that instead of this colour giving you power, it would, in fact, drain you of energy and power.  Say you choose to wear red to work one day because you felt a little tired and you had to be powerful today as you were giving a presentation to a client later on. Instead of feeling energized and ready to move mountains, you are losing energy fast and wish you were somewhere else.  When you give this power presentation to your client instead of the client listening and paying attention which is what positive red will do, this wrong colour of red is not harmonizing with you and there fore this colour in the negative will incite the listener to argue with you, rather than encouraging him or her to listen to your information and agree. In effect, your client will be reacting to your information negatively without knowing why.  The reason because the colour vibration is not in harmony with you.  You will be causing a discomfort in your look and how you react.  There by this wrong shade of red is not supporting you and could cost you the contract.

Let me clarify this: There are no good or bad colours.  Colours can be used positively or negatively.  Responses to colours are mostly instinctive and intuitive.  People respond more positively to their own preferred variation of colour than to any other. For example:

Red is a Physically stimulating colour.  It is used when visual impact is important.  It creates an impression of physical strength or it can be stressful and aggressive.  Blue is the colour of truth and honesty.  It is calming and soothing. It is the colour of reflection although it can be perceived as cool and aloof.

Yellow focuses on  the emotions.  If you're nervous your stomach churns. However, it can be used positively or negatively.  In the negative it could be fear.  However we only fear what we don't know or understand. When we understand then we are knowledgeable and have wisdom. 

Can you see where I am going with this?  There is no right or wrong but how you use it and what you want to say is the most important thing here. For a great example on how colour can affect logos and positioning of products and services, we can look at the major companies, Pepsi, for example, many years ago changed their can colour to blue.  This was not the best move for them as blue cancels the appetite!  Blue and white packaging in not appetizing and weight loss companies know and use this to get the results they wants.  I will give you an example of this -  say you are selling sausages. You could have the best quality sausages in a blue and white package next to the inferior sausages in a reddish-brown package and you will watch people choose the inferior sausages without barely considering the superior sausages based on the more appetizing colour of the package.  After all, if we look to nature again and this time for food, we would find nothing to eat in the colour blue.  We have violet food but not just blue.  Advertisers have recognize this and that is why so much emphasis is put into the package of a product.  In other words, the wrong packaging or colours, determines the success or failure of a product.

Can you see how understanding colours language will be a powerful tool in your personal as well as business life. When you walk into a room full of strangers you receive all sorts of subconscious messages like: "Do I like this person?" or "Do I like that person?"  Will I do business with this person or that person...?" and all the time you are getting these perceptions without having even met these people!  Where are you getting these signals or messages from?  Isn't it by what they've chosen to wear that day (Image and Colour) and a little bit of body language.

All of these messages are subtle, yet powerful directives our brain is designed to obey.  It's that quick and also that easy to win or lose business on the first impression.  This is also why understanding the psychology of colour and how it can benefit your business is an essential component to success in a competitive world. I noticed that when my clients wore their correct tone and intensity of colour, some very positive things started to happen for them.  They looked and felt great.  They were a lot more confident and projected their desired subliminal message much more efficiently.  People seemed to approach them more easily and they are remembered.  They were leaving a lasting impression.  They had a lot more energy and seem to enjoy their life more.

However, when they were wearing the wrong tone and intensity of colour it was the exact opposite.  They looked older, tired and sometimes even ill.  The colours you wear can be either draining and can make you look and feel exhausted. Wearing the wrong tone of colour can also leave others with a negative impression of you.  Sometimes, people feel that something is wrong but can not understand or exactly define just why.  Consider that if you are affecting people like this with your outside appearance, it can also have the same effect on you on the inside.  Remember Colour is a no cost item.  It costs no more to buy the right colour for you as it does to buy the wrong one.  You may have a favourite colour or piece of clothing, but while it may be the correct colour, is it the most complimentary tone and intensity for you?  Is it leaving the best possible impression of you on others?

Please think about the colours you are wearing and your environment.  Even you business cards and brochures.  What is your message?  What are the colours you are using actually saying about you? Learn to communicate effectively and positively to ensure best results from your business image and promotion.  Call me now to arrange an appointment which can help you to look and feel great.  Step out confidently and project the desired subliminal message to enhance your personal or your business image.  Make a lasting good impression and be remembered!