The Power Of Colour Colour is a powerful tool to enhance the impact of printed and electronic business to business communications. It's important to realise that colour works at an emotional or unconscious level and that different colours can be used to communicate or stimulate a range of emotional responses.

For example, although it is generally accepted that red is a powerful colour to grab attention it can also be seen as aggressive and harsh. It may therefore be an ideal choice for highlighting a special price in an advert or catalogue, but is unlikely to be suitable for images or text that explain how technical support services function.

The correct use of colours, in all their myriad shades, can directly influence how your messages are interpreted, making them easier to understand, while often adding subtle inferences that may not otherwise be possible through text and images alone.

It should, however, be noted that different colours can have different associations in other cultures. For example, many colours can have religious significance, while in some countries green rather than red is associated with danger; similarly, white is normally seen in western cultures as a colour of purity and peace but in Asia can be associated with coldness and sterility.

If you'd like to discuss how a better understanding of colour can affect the success of your sales, corporate or technical materials then simply call our Creative Director, Nick Orme on +44 (0) 1296 660080.