July, 2007

The Emotion of Color
By Bob Webster

You’re watching the climax of an intense espionage movie and the main hero is about to disarm the bomb.  Thousands of lives are on the line.  Our hero is in communication with HQ as they give him the final instruction – “Agent Smith… cut the gray wire that’s slightly grayer than the other gray wires.”

Can you imagine living in a world without color?  Such an oft unnoticed aspect of our lives that helps us to distinguish one object from another also has the power to make us feel exhilarated, sad, nostalgic and everything in between.  Color is one of the most powerful tools in communication, and it’s no accident we are bombarded with color in products and advertising designed to stimulate our emotions.

Always consider color’s strong ability to communicate your message in your next ad or brochure, office décor change and especially your Web site design.  Try to limit the assortment of colors by using one dominant color and a few accent colors that compliment and contrast together well.  Color used incorrectly can push your audience away just as effectively.

Emotions experienced when people view colors can be varied across ethnic backgrounds, age groups and personal experiences.  But national studies have shown certain color schemes seem to evoke similar emotions regardless of age and other social factors.