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The use of colour in business documents

November 8, 2017

With psychologists revealing that specific colours can have different effects on people, this new knowledge could be put to strategic use when printing business documents.

A recent blog by Cartridge World examines the importance of colour in business documents and reveals which colours can arouse certain responses in viewers.

Supposedly, “the appropriate colours for your communication can have positive business benefits” which include faster payment, improved memory recall, enhanced quality perception, reader focus and likeability of the message being put across.

Depending on what colour you use in your business documents, you could evoke the following responses in potential clients or customers:

RED: “a very strong colour that is often used to gain reader attention”, red inspires feelings of warmth, boldness, danger, love, excitement, determination, energy and passion, among others.

ORANGE: this bright, cheery colour “represents fire, the sun, fun, warmth and produces feelings of cheerfulness, low-cost, affordability, enthusiasm, stimulation, creativity” and more.

YELLOW: supposedly yellow can be “very effective” when it comes to attention-grabbing and “communicates feelings of comfort, liveliness, hunger, optimism, summer, liveliness, intellect, happiness and energy!”

PINK: tends to be associated with “feminine audiences” and evokes feelings of “love, caring and nurture”

GREEN: the use of this hue is becoming more and more widespread in businesses connected to recycling and other environmentally sustainable practices.

BLUE: “communicates feelings of peace, professionalism, loyalty, reliability, honour and trust.”

PURPLE: can be used as an alternative to black to put across feelings of “power” and “royalty” etc.

GREY: a colour that evokes “traditionalism, intelligence and seriousness.”

BROWN: described as “wholesome”, this colour resonates with people as being “casual, reassuring, natural, earthy”.

BLACK: highly popular when it comes to printed documents, black designates strength, formality and power.

WHITE: this “core colour” promotes feelings of “cleanliness, purity, newness, peace, innocence” etc.

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