Page 88 - TX_Marketing 2_M1_v2

Consequently, it is possible to create a specific emotion or feeling in most people,

provided you spend time carefully choosing your language and images.

We will outline how you can use color and language to produce certain emotions in

your specified audience. Keep in mind that these are general rules, and, as you will
notice, the implications of all of the terms and colors will depend upon the situation

and use.

Utilizing Color

We will outline the different emotional associations that most people have with

particular colors. This information could be especially useful when:

Choosing or designing stationary
Selecting business cards

Compiling a multimedia presentation

Building a Web site
Choosing clothing color

Decorating an office or conference room

Red

Many people associate red with revenge, aggression, impulsiveness, violence
licentiousness, power, creativity, and innovation. In addition, it is one of the most

common colors used in restaurant décor because it has been shown to induce

physical hunger.

The shade of red and its location matters. For example, blanketing a room in red with

red light shades and long, ornate, red drapery will probably NOT produce the kind of
environment that is conducive to real estate negotiations. However, the use of a

maroon couch or a small, muted red logo on your business card could be quite

pleasant and will likely produce the more positive associations we have with the color
red.

TX Marketing II: Negotiation Techniques 87