Making A Colorful Impression

The power of color begins early. When youngsters get down on the floor with a big piece of paper and a box of crayons or markers, it doesn't take long before every color has been used. We all love color.
When you come across a new product, 60% of the first impression comes from color, states B. J. Eichorn, president of BJ's Lifecode Merchandising of Shawnee Mission, Kansas. 'The first impression is lasting, and much of it comes from color.' Color can also be helped to differentiate one product from another. In fact, that's how auto manufacturers make new models stand out, according to Robert Fritz, vice president of design at Detroit-based Nippon Paint of America.
Now that color printers and copiers are increasingly common and
capable of high quality reproduction, businesses are discovering the benefits of adding color to a wide variety of documents including memos, reports and presentations. Even letters are getting more colorful. Unfortunately, if a little color is good, there are those who seem to think that a lot of color must be better. To borrow a line from a once-popular song, 'it ain't necessarily so.'
The power of color is lost with indiscriminate use. It's similar to trying to get attention by using a variety of typefaces and sizes in a document. Rather than creating a strong impact, the result is unappealing confusion.
The Use Of Color In Business
Studies show that Americans are having a love affair with the blues ” not the music but the color. Nowhere is the infatuation greater than in business. As the CEO of cosmetic retailer Bluemercury once pointed out in a Wall Street Journal article, 'I'm a blue addict.' She is not alone, since some 79% of Fortune 1000 corporate logos are blue ” starting with IBM, long known as 'Big Blue.' The Silicon Valley offers Bluetooth and Blue Moon. JetBlue Airways has taken to the skies and Blue Cross/Blue Shield keeps our health needs grounded.
Does this mean blue ink is the way to a customer's pocket book? Maybe ” but maybe not ” since blue is not exactly a color that incites action. Another factor to consider when using blue: used for text, thin lines and small shapes, blue is difficult to read. Why? There are no blue cones in the center of the retina.
Want an action color? Try red. 'Red causes a physiological reaction,' notes Leatrice Eiseman, executive director of color think tank, Pantone Color Institute. 'When we see red, we must pay attention.' Is it an accident that stop signs are red?
The Meaning of Color
Decades of research provide insights into the meanings of certain colors:
'Red:  Danger, stop, attention,   excitement, hot
'Dark blue:  Stable, calming,     trustworthy, mature
'  Light blue:   Youthful, masculine,    cool
' Green:  Growth, positive,     organic, go, comforting
' White:  Pure, clean, honest
' Black:  Serious, heavy, death
'Gray:  Integrity, neutral, cool,   mature
'Brown:  Wholesome, organic,    unpretentious
' Yellow:  Emotional, positive,    caution
' Gold:  Conservative, stable,   elegant
'Orange:  Emotional, positive,    organic
' Purple:  Youthful, contempo-   rary, royal

' Pink:  Youthful, feminine,    warm
' Pastels:  Youthful, soft, fem-   nine, sensitive
' Metallic:  Elegant, lasting,     wealthy
Utilize these color definitions with caution. They can be affected age, gender and cultural biases as well as cyclical preferences.
The effective use of color is complicated. If you rely on personal color preferences as a guide, you may easily miss the mark at best ” and make a serious mistake at worst.
Colors change with ambient light levels, so as with cultural biases, viewer location (whether physical or mental) will affect how they appear. The way a color is used also renders it positive or negative, effective or ineffective. Graphic designers often use color to create consistency. In a longer document, certain colors act as guides or signposts for the reader.
When it comes to office applications, color can transform a ho-hum report, memo, or letter into an exciting, interesting document with great eye appeal. Color can create the right impression. Overuse can damage the positive impact. The best approach to color selection: consider the needs of those who will read the document. The goal is for the user to have a positive reaction to the total document, both the content and the way it is presented.
Today's Color Technology
The newest color technology found in many printers and copiers can be a powerful tool for differentiating one presentation or report from another ” if color is used correctly and appropriately.
Color technology makes it possible to close the communications circle. The right message is more successfully communicated with the use of correct colors that actually enhance the message. Just as words can build a bond with the customer, so can color.
While inkjet printers may be appropriate for schoolwork and personal use, they are generally far too slow for business situations and fall short in color clarity and quality. While the printers themselves are low-priced, the disposable inkjet cartridges turn out to be quite costly over time. Your firm can best reap the full benefits of affordable color by working with color printers and copiers designed for business applications.

The power of color begins early. When youngsters get down on the floor with a big piece of paper and a box of crayons or markers, it doesn't take long before every color has been used. We all love color.
When you come across a new product, 60% of the first impression comes from color, states B. J. Eichorn, president of BJ's Lifecode Merchandising of Shawnee Mission, Kansas. 'The first impression is lasting, and much of it comes from color.' Color can also be helped to differentiate one product from another. In fact, that's how auto manufacturers make new models stand out, according to Robert Fritz, vice president of design at Detroit-based Nippon Paint of America.
Now that color printers and copiers are increasingly common and
capable of high quality reproduction, businesses are discovering the benefits of adding color to a wide variety of documents including memos, reports and presentations. Even letters are getting more colorful. Unfortunately, if a little color is good, there are those who seem to think that a lot of color must be better. To borrow a line from a once-popular song, 'it ain't necessarily so.'
The power of color is lost with indiscriminate use. It's similar to trying to get attention by using a variety of typefaces and sizes in a document. Rather than creating a strong impact, the result is unappealing confusion.
The Use Of Color In Business
Studies show that Americans are having a love affair with the blues ” not the music but the color. Nowhere is the infatuation greater than in business. As the CEO of cosmetic retailer Bluemercury once pointed out in a Wall Street Journal article, 'I'm a blue addict.' She is not alone, since some 79% of Fortune 1000 corporate logos are blue ” starting with IBM, long known as 'Big Blue.' The Silicon Valley offers Bluetooth and Blue Moon. JetBlue Airways has taken to the skies and Blue Cross/Blue Shield keeps our health needs grounded.
Does this mean blue ink is the way to a customer's pocket book? Maybe ” but maybe not ” since blue is not exactly a color that incites action. Another factor to consider when using blue: used for text, thin lines and small shapes, blue is difficult to read. Why? There are no blue cones in the center of the retina.
Want an action color? Try red. 'Red causes a physiological reaction,' notes Leatrice Eiseman, executive director of color think tank, Pantone Color Institute. 'When we see red, we must pay attention.' Is it an accident that stop signs are red?
The Meaning of Color
Decades of research provide insights into the meanings of certain colors:
'Red:  Danger, stop, attention,   excitement, hot
'Dark blue:  Stable, calming,     trustworthy, mature
'  Light blue:   Youthful, masculine,    cool
' Green:  Growth, positive,     organic, go, comforting
' White:  Pure, clean, honest
' Black:  Serious, heavy, death
'Gray:  Integrity, neutral, cool,   mature
'Brown:  Wholesome, organic,    unpretentious
' Yellow:  Emotional, positive,    caution
' Gold:  Conservative, stable,   elegant
'Orange:  Emotional, positive,    organic
' Purple:  Youthful, contempo-   rary, royal

' Pink:  Youthful, feminine,    warm
' Pastels:  Youthful, soft, fem-   nine, sensitive
' Metallic:  Elegant, lasting,     wealthy
Utilize these color definitions with caution. They can be affected age, gender and cultural biases as well as cyclical preferences.
The effective use of color is complicated. If you rely on personal color preferences as a guide, you may easily miss the mark at best ” and make a serious mistake at worst.
Colors change with ambient light levels, so as with cultural biases, viewer location (whether physical or mental) will affect how they appear. The way a color is used also renders it positive or negative, effective or ineffective. Graphic designers often use color to create consistency. In a longer document, certain colors act as guides or signposts for the reader.
When it comes to office applications, color can transform a ho-hum report, memo, or letter into an exciting, interesting document with great eye appeal. Color can create the right impression. Overuse can damage the positive impact. The best approach to color selection: consider the needs of those who will read the document. The goal is for the user to have a positive reaction to the total document, both the content and the way it is presented.
Today's Color Technology
The newest color technology found in many printers and copiers can be a powerful tool for differentiating one presentation or report from another ” if color is used correctly and appropriately.
Color technology makes it possible to close the communications circle. The right message is more successfully communicated with the use of correct colors that actually enhance the message. Just as words can build a bond with the customer, so can color.
While inkjet printers may be appropriate for schoolwork and personal use, they are generally far too slow for business situations and fall short in color clarity and quality. While the printers themselves are low-priced, the disposable inkjet cartridges turn out to be quite costly over time. Your firm can best reap the full benefits of affordable color by working with color printers and copiers designed for business applications.