We live in a highly visual environment. Less time and more stimulation, means we rarely have the time nor the want to read the fine print. Your company’s graphic design and the colors you use greatly influence consumers.

Federal Express is a good example. The combination of their highly descriptive name and their use of the colors red, white and blue, subconsciously relay the message: just like the government post only quicker.

But the use of color is not just as simple as that. Age, race and gender also play a part in color psychology and are frequently being used to target specific markets.

For example white in North America is a symbol of purity, the stranglehold of the bridal market however, in China white means death. So to export a million white bridal dresses to China would more than likely lead to bankruptcy.

The subconscious message you are trying to relay to your consumer will also be dependant on their experiences. Raising a white flag for example, won’t mean surrender to someone who has never been to war or seen a war movie.

Here is a list of colors and their meanings. See if your company is relaying the right message. Look around and see how your competitors are relaying their color message is it more effective than yours?

• White: Pure. Clean. Youthful.
• Black: Power. Elegant. Secretive.
• Red: Passion. Excitement. Danger.
• Orange: Vibrant. Energy. Play.
• Yellow: Happy. Warm. Alert.
• Green: Natural. Healthy. Plentiful.
• Purple: Royalty. Wise. Celebration.
• Blue: Loyal. Peaceful. Trustworthy.