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people's favorite color is blue, and it is the easiest color on the eyes. Consequently,

blue is commonly associated with patience, compassion, softness, tranquility, and
relaxation.

Yellow poses an interesting challenge because it is commonly associated with many
positive emotions and thoughts, such as: intelligence, memory, joy, happiness, and

rejuvenation, but it is also the most difficult color on the eyes and people can have a

hard time resolving yellow text and shapes. Green tends to induce feelings of
relaxation, rejuvenation, success, health, vitality, and freshness. Orange has been

shown to induce feelings of courage, joyfulness, and cheerfulness, and it is often

thought of as a stimulating color that can help encourage socialization and
friendliness.

Just as people have associations with certain colors, people have associations with
words and phrases as well. In your negotiations sessions and in all correspondence,

you should try to select language that will encourage people to believe you, accept

your offer or develop sympathy for your position. You can do this by catering your
language and by coloring your language. To cater your language, try to identify what

is motivating a person in a particular situation and select language that will cater to

that motivation. To color you language, select words that carry a connation that will
generate specific images and create positive association with your position or idea.

In complicated negotiations sessions, it is as (if not more) important to manage

emotions as it is to generate them; this is especially true for more problematic

emotions, such as fear, anxiety, frustration, and anger. Properly framing information
so that it doesn't cause another party to feel frustrated or framing information in a

way that helps to calm a party (in the event they're already mad) is important.

Naturally, prevention is better than a cure when it comes to anger and other
problematic emotions in negotiations. If you can prevent a problematic emotion

from coming up, then you won't have to work at managing it later.

TX Marketing II: Negotiation Techniques 104