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Carefully select and use scented products, such as deodorants, aftershaves,

perfumes, and lotions. Strong scents give some people headaches.

These general standards leave a lot of room for self-expression and personalization,

and different business attire can help you send different messages to your clients
and co-workers. For example, certain colors and accessories can help you seem

more:

Open, fun or innovative
Traditional, reserved or authoritative

Efficient

This does not mean that one style of dress will make people think that you are an

innovative speaker while another will make you seem less innovative but more

efficient. These groups are not mutually exclusive, and people's responses to certain
attire are always going to be influenced by their own preferences.

Here we simply mean to suggest associations that people commonly make in relation

to color, fabrics, and accessories and ways that, in general, you can use this to your
advantage when trying to create an "image" to which people will respond.

For example, while taste and preference constitute huge variables, most people

would probably agree that you should not wear old tennis shoes and shorts when
giving a presentation to the CEO of your company and that certain colors "stand out"

more than others. We are NOT advocating that we judge people based on the quality
or brand name of their clothing.

Appearing Open, Innovative, and Fun
Brighter colors tend to make you seem more edgy and innovative than muted colors.

While florescent or neon colors should certainly be avoided, colored shirts in general

are becoming much more accepted and can help you:
Get attention easier

Stand-out

TX Marketing II: Negotiation Techniques 71