[advocacy-discuss] Douglas Della Toffalo, Color Psychology Will Make Or Break Your Sales Success

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Douglas Della Toffalo, Color Psychology Will Make Or Break Your Sales
Success

Color psychology is the biggest question I receive on a regular basis. The
reason being is it's importance. Color is a trigger that is associated with
traditions and used in marketing over the years so well that they must be
honored or sales are lost.

Color will also trigger reactions. It is a given. This is why you must know
how to choose the right color for the right reaction at the right time.

Because of a color's relevance to success in marketing, I always like to
continue sharing and repeating in some cases, what colors to use and when.

Here are eleven of the basic colors. These colors work for triggers on
Americans only. Every country, culture, have different representations for
color. If you are even selling to the Asian culture in the United States,
the colors will change. Learn the colors of whom you are selling too and
sales will blossom just like a rainbow of tulips in your garden.

Quick List

Red
Red creates excitement, displays strength, is used to express s*e*x,
passion, speed and danger. Use appropriately and it works extremely well.

Blue
This is the most popular color. Why? Because it builds trust, reminds people
of sky gazing/dreaming. Thus, builds trust, conveys reliability, a sense of
belonging, coolness (in the 1980's sense), refreshing and clean.

Yellow
We think of the sun and sunshine, it's warmth, being cheerful and happy.
Place it together with blue and thoughts of sitting on the beach or looking
out over the ocean connect.

Orange
Orange isn't used much in marketing. On a computer screen it looses its hue.
When it is clearly visible that it is orange, it conveys playfulness,
triggers child-like behavior -- great in workshops if you want to take
people to that place, it also conveys warmth and vibrancy.

Green
When we think of green we associate with trees and grass. This brings up
associations with nature, freshness, coolness. It also means growth and
abundance. Money is green and we are automatically associating green with
prosperity.

Purple
Royal purple brings up pictures of royalty. Conveyed through the centuries
from religion and palace decorations isn't going to change any of our
associations today. Purple means spirituality and dignity as well.

Pink
Usually associated with femininity, it means soft, sweet, nurturing and many
times security. The security of motherhood and all that it represents. As
females mature they sometimes lose their feminine side due to business
stiffness. To bring it back in surround yourself with pink for a year. Pink
blouse, suit, watch, and household items.

White
White and black aren't really called a color but we recognize them as such.
White represents pure, purity, virgin, clean, youthful and mild. This is why
white backgrounds work better than black backgrounds on a website.

Black
Black can trigger representation of the dark side of things in certain
situations. Usually when black is the dominant color on the page. It can
also represent sophistication, elegance, mystery. Black in clothing is
seductive and thus will represent the same thing in many marketing materials
-- even though it is only a mindful trigger and not a voiced one.

Gold Gold is worth more than silver or copper but not diamonds. Since we've
been taught to associate gold with value, that is exactly what is triggered
when we see it in marketing materials. It can seldom be used in marketing
materials though because the color usually isn't duplicated well. On the Net
it gets confused with yellow a lot and what yellow represents.

Silver Silver also represents prestige just like gold. It too, is a hard
color to express on the Internet or in printed materials. It sends signals
of cold or scientific. This is why silver kitchen appliances sell so well.
It also represents cleanness in some instances, especially kitchens.

This isn't all the colors of the rainbow, they are the most important ones
in marketing. Use them wisely and they will make a difference in sales -- or
the type of response you are looking for.
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