Why do we feel calm and relaxed in a blue room? When we see something yellow, why does it grab our attention?

Color greatly influences our feelings and behavior, sending subtle emotional messages. It is a powerful communication tool and can be a strong visual element used to strengthen your brand.

Color also causes physiological reactions. Certain colors raise blood pressure, increase metabolism, or cause eyestrain. Seeing red, for example, stimulates brainwave activity and increases your heart rate. Consider the effect your color choices may have on your audience.

The symbolism of color can vary dramatically between cultures. It's important to understand the cultural, religious, and spiritual meanings of the colors you use on your advertising or packaging to ensure they aren't offensive or confusing. For example, in some parts of the world, red represents power, yet in other cultures it symbolizes mourning, purity, or even money.

You must also consider color as a technical element in your printed documents. Some colors are more difficult to reproduce consistently in print, and should be used with care. Colors that are part of your brand (think Coca-Cola red or Intel blue) must be matched precisely to comply with corporate guidelines and create a consistent feel across all of your marketing materials.