The Power of Color

From “WEARABLESbusinessSTYLE,” Volume 54, July 23, 2007

March 2007

Views On Hues
Apparel suppliers and image consultants interpret colors.

By Joan Chaykin

Bulls supposedly are color blind. Researchers say it’s the flapping of the matador’s cape that irritates the animal, not the color. But the color red has been firmly implanted in our minds as a fiery instigator, hence the term seeing red when we’re angry. Red is highly visible. Some of us remember President Reagan’s red power tie.

There’s a whole science dedicated to studying the effects of color on our emotions, reactions and buying trends. Lawyers instruct their clients on what colors to wear when they take the stand. Correctional facilities are looking at the color pink to calm down male prisoners. Home designers give advice on color selection for walls. For example, one study shows that babies cry more in yellow rooms. Gym owners might be interested in a study that says weight lifters perform better in blue rooms. And, people often fret over what color to wear to a job interview.

Everyone has a favorite color. No matter what the current trendy look is this season, there’s a color that’s timeless for each one of us. And, companies may have ideas on what colors their logos should be, and what colors their corporate and promotional apparel work best for their brands and messages. We’ve asked some color and apparel experts to weigh in on what colors work. Our panel includes:

• Gina Barreca, director of marketing for Avenel, NJ-based Vantage Apparel;
• Patsy Cisneros, AICI, and Susan Abrams, AICI, image consultants and executive
   development specialists with Glendale, CA-based Corporate Icon; and
• Brinden Asher, director of marketing with Los Angeles-based Bella.

Click on the link below to see what they had to say.
colors.pdf