“Color used
badly is worse than no color at all”
In the business world, dealing with color puts
non-verbal communication on a whole new level.
We need to be aware of the meanings of different colors, as well
as the
impression they will convey in a business report, web page, or
PowerPoint
presentation. It is YOUR job to make sure that the impression is a
professional
one. (For a list of what each color will
signify, see the Color in Business Environment chart).
Why
use Color?
Color should be used only to emphasize key points, group similar items, create a mood, and/or provide continuity. Research has shown that documents in color will be remembered more, read more easily, and appear slightly more important and believable.
How
to Use Color
The chief concern in using color
is legibility, and the chief tool is contrast.
The colors chosen should systematically enhance the document by
using
appropriate color schemes. One color
should maintain a consistent meaning throughout the document. Businesses recommend using dark colors, such
as black and navy blue in apparel. For
documents, gender-neutral, dark colors are also advocated.
Color
Faux Pas
- In
presentation slides, use a dark background with bright type in dark
settings.
- Remember the color on you monitor may not exactly match the color printed on paper.
Color
in the Business Environment:
Moods
Created and Meanings
|
Color |
Moods |
Meanings |
|
Red |
Hot, angry, defiant, contrary, hostile,
excitement. |
Happiness, restlessness, agitation, rage,
danger. |
|
Blue |
Cool, pleasant, leisurely, distant,
infinite, secure, transcendent, calm. |
Dignity, sadness, truth. |
|
Yellow |
Unpleasant, exciting, hostile, cheerful,
joyful. |
wisdom,
royalty (in China), age (in Greece), famine (in Egypt). |
|
Orange |
Unpleasant, exciting, disturbed,
distressed, upset, defiant, contrary, hostile, stimulating. |
Sun, fruitfulness, harvest, thoughtfulness. |
|
Purple |
Depressed, sad, dignified, stately. |
Wisdom, victory, wealth, humility, tragedy. |
|
Green |
Cool, pleasant, leisurely, in control. |
Security, peace, jealousy, hate,
aggressiveness, calm. |
|
Black |
Sad, intense, anxiety, fear, dejected,
unhappy. |
Darkness, power, mastery, protection,
decay, mystery, wisdom, death, atonement. |
|
Brown |
Sad, despondent, dejected, melancholy,
unhappy, neutral. |
Melancholy, protection, autumn, humility,
atonement. |
|
White |
Joy, lightness, neutral, cold. |
Solemnity, humility, joy, light,
innocence, fidelity, cowardice. |
This table
shows some of
the common meanings and associated moods that are created by each color
listed. It is important to use the
proper color to convey the message that you are sending.
The consequence of using the improper color
could result in creating the wrong mood!
PowerPoint Examples
The
Good
This is an excellent use of color because the light color of the title is accentuated by the dark color of the background. By applying brighter colors to the graph, the attention is drawn to it as the focus. The legend is highlighted with a white background for easy visibility.
The
Bad
This is a poor example of use of color, as the shades are too dark to distinguish between the text, graph, and background. Visibility could be increased by utilizing a lighter color scheme.
....And The
Ugly
Although the
information
on this example is easily identifiable it is not appealing to the eye. Color schemes should be gender neutral as
well as business like in order to increase credibility.
Summary
Color can be useful in
the delivery of your message to
the business world. Using the proper
color to aide in the delivery of the message is critical, however. The color must be appropriate in the context
of the message. As illustrated in the
aforementioned examples, using the wrong color for your message can
lead to
“ugly” results. By utilizing our
guidelines for color, you should have a fine start in
creating a powerful,
brilliant message!
Remember,
“Color used badly is worse than no color at
all!”
