Sign & Digital Graphics

August '16

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32 • August 2016 • S I G N & D I G I T A L G R A P H I C S Sex, to explain the link between colors, intimate relationships and behavior. If you believe, as I do, that the second most intimate relationship one can have—sec- ond only to the bond between two lov- ers or best friends—is the one between a business person and a loyal, favorite cus- tomer, then Scott-Kemmis's color mean- ings in business are worth considering. A summary of her findings is pictured on the left. Although the colors you use in your marketing campaign may be the compo- nent that will initially grab the attention of your buyer, there is no such thing as a wrong or right color—just colors that are more appropriate for the message you wish to impart. Be sure to choose the ones for your color and marketing program that will get you the response you are looking for. Good luck! SDG Color Meaning in Business Red A physical color that calls for action to be taken. Its high energy and strength draws attention to itself and demands to be noticed. Orange A color of adventure that inspires and creates enthusiasm. It is optimistic and sociable and suggests affordability. Yellow An illuminating and uplifting color that stimulates our analytical processes and assists with mental clarity. Green Associated with nature, health and healing. It balances the emotions and inspires compassion. Turquoise Inspires good communication skills and self-expression. Blue The safest color to use in most applications, implying honesty, trust and dependability. Indigo / Purple Indigo is a powerful and strong color that conveys integrity and sincerity. It is associated with structure and royalty. Purple implies wealth, quality, fantasy and creativity. It works well with many other colors. Magenta A practical yet spiritual color. Compassionate and kind, it encourages a bal- anced outlook based on common sense. Pink Inspires compassion and nurturing. It is a non-threatening color used most often in feminine businesses and causes. Gold Associated with value, luxury and prestige. It reflects wisdom, beauty and generosity. Silver A modern sophisticated color, calming yet uplifting, with a degree of mystery about it. Grey Neutral and conservative but does imply security and reliability. It creates a great background for other colors. Black The color of power and authority, but in excess it can be intimidating and unfriendly. White A blank canvas waiting for creative stimulation. It implies efficiency and simplicity, fairness and order. Brown A strong, reassuring color that is comforting and reliable. It relates well to businesses that promote down-to-earth and outdoor products. COMPANY PEOPLE

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