Page 89 - TX_Marketing 2_M1_v2

As with most colors, a slightly muted or softer red will have fewer of the more

dramatic (and probably negative) associations. For example, a very red room might
make your clients' thoughts move from your presentation to lunch, but a maroon or

a light shade of red is probably less likely to do so. So how can you apply this

information directly? Well, if you want to liven up a conference room with a red,
wooden table, then maybe you could consider red stain instead of paint. This could

help you realize the inspirational benefits of red, minus the hunger.

Blue

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

Consequently, it has many appropriate uses and many shades and tones of blue are
appropriate in many instances. Blue is commonly associated with patience,

compassion, softness, tranquility, and relaxation. If it is used excessively, however,

or in the wrong ways, it could result in feelings of depression and sorrow.

Yellow

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. This is especially true if your yellow
figures appear on a bright background or without an outline. Improperly used yellow

will produce negative associations, such as frustration, sarcasm, cynicism or doubt.
When this happens, it is usually because an inappropriate shade is being used and

the color is probably hard on the viewer's eyes. In general, you should only use paler

shades of yellow.

As previously mentioned, yellow has been linked to intelligence and memory, and

studies have indicated that yellow can actually help people commit things to memory
more easily.

TX Marketing II: Negotiation Techniques 88