Page 90 - TX_Marketing 2_M1_v2

This means that while you probably shouldn't paint your conference room bright

yellow, a handout on a pale yellow sheet, or an advertisement with a short message
in bright yellow with a black outline could prove quite effective in helping the

audience remember the contents while making positive, emotional associations with

the contents.

Green

All of the colors we have discussed until now have all been primary colors with their
own, specific effects. The way that secondary and tertiary colors (those colors made

up of primary colors, e.g. yellow and blue make green) affect people commonly

depends on the prevalence of the primary colors. For example, a bright, yellow-green
is going to carry more of the emotional associations of yellow than of blue. A green-

blue is going to carry more of the effects of blue than yellow.

In general, however, green tends to induce feelings of relaxation, rejuvenation,

success, health, vitality, and freshness. When used in certain ways, it can induce

feelings of envy, greed, and jealously.

Orange

Like green, orange is a secondary color whose effects rely heavily on the prevalence
of the two primary colors that comprise it. In general, however, orange can induce

feelings of courage, joyfulness, and cheerfulness, and it is often thought of as a
stimulating color that can help encourage socialization and friendliness. Like yellow,

brighter shades of orange can be "a bit much" for professional environments; they

can be hard on the eyes; and they can induce feelings of frustration and inferiority.

Utilizing Language

As we learned in Lesson 3, connotation refers to the unsaid implications of a specific

term or phrase that arises because of a term or phrase's usage.

TX Marketing II: Negotiation Techniques 89