by Nikki Willhite
When you think of color you
may not think about money. However color is a major factor in many of our
expenditures. We waste a lot of money because of color in many different ways.
Millions of dollars have been
spent designing colors for the packaging of items so that we will buy them when
we go shopping. Fashion designers decide what the colors we should be wearing
each season. As we try and find clothes to wear in our closets, color is often
the key to whether we feel we have enough clothes or have to go out and buy
more. Color affects the way our homes look, and our buying decisions. Many of
the things we buy are for no other reason than we need something to go with
something else in the right color.
Color is very emotional. It
appeals to our sense of vision in the same way that music appeals to our sense
of hearing. Some colors are universally appealing, while other colors appeal
differently to people. Making color decisions in our life can be frustrating.
Yet, how boring the world would be if everything was beige or white.
Do you have any colors that
you do not like? How about color combinations? Do you have any you particularly
dislike? Color evokes different emotional responses. Here are just a few of them
to some of the more common colors:
Bright Red- Aggressive, Vibrant,
Dark Red- Sophisticated, Rich, Old World
Bright Pink- Party Time, Fun.
Pale Pink- Calming, naive
Bright Yellow- Stimulating, cheerful
Pale Yellow- Compassion, intellectual, spiritual
Gold- Wealth, power
Medium Blue- Safety, Relaxation, Recreation
Pastel Blue- Calm, Insecurity, Cold, Introspective
Conservative, Secure, Trust, Authoritative
Green- Earthy, Safe, Comfortable
Light Green- Inexperienced, New Growth, Youth
Dark Green- Secure,
wealth, Good Judgment
Blue Green- Artistic, romantic
Medium Orange- Exciting, Earthy, Common
Pale Orange- Comfortable, stress-reducing
Purple- Theatrical, Gaudy, Serious, Spiritual
Pale Purple- Sweet, sensuous,
Calm, Earthy, Natural, Passive
Grey- Non-committal, cold, sophisticated
Black- Dramatic, Stimulating,
White- Pure, Clean, Crisp, Cool
Green - the "new" neutral - serene, earthy, warm
Every color has many
different shades. Here are four groups of colors that people respond to in a
fairly typical way.
1. Colors that are light and pure make you feel happy,
although they are not viewed as "serious colors."
2. Colors that are toned down, such as bright
red to raspberry, are more calming, but can be viewed as more boring.
3. Rich colors, in medium to dark shades,
like jewel tones, are stimulating and dramatic. They may induce feelings of
insecurity or boredom.
4. Dark and Dull colors are considered
serious, profound, and introverted.
Think of how these colors are
applied in fashion. You don't see many steel gray bathing suits. Summer fun
clothes are in the first group of colors. Most business apparel is in the fourth
The great thing about color
is that it doesn't cost extra money. If you are painting your walls, it
doesn't cost any more money to paint them in a color you like than one you don't
like. The trick is getting it right.
Sometimes you have to make do
with what we have. Other times, you have a choice. Perhaps you don't have to buy
an item in a color you don't like if you look a little longer. It may be a good
deal on the price, but if you aren't going to enjoy looking at it, or wearing it
because of the color, it is not a good deal for you.
Think about color this week.
Think about which colors you enjoy looking at. Which colors reflect your
personality? How do you want to be perceived? Is there anything that you enjoy
looking at just because of the color?