b'~Lopsychological f~~tor fl):Ra-A motivating sales Colorhasothereffects thanthepurelyvisualefonemotions. Jects Itisimportantthatcontractors possessacolorsense, anditcanbeacquired. Thetimeyouv1s1tasuper It is generallyan acquired taste, andholdatLention.Somecolors next marketwherecustomershelpthem for the professionalsitis ablendofarerememberedmoreeasily selvestoproductsondisplay,noteinnate taste, acquired perception andthanothers. howthecolorofthepackagesonstudynotonlyoftheopticalvaluesTheSteelMagazinerecenLlyadthe shelves influences yourchoices.ofcolorbuttheemotionalvalues.vised exporters tobe careful of color ThousandsofdollarshavebeenColorsense forroofing andsidingcombinations in their products. There spentin"motivation" studiestode contractorscanmeanprofits- oris adistinct preference forgreenin terminejustwhyvisualappearancelosses. Humaneyes receive colorim home-ownerschoiceof asphalt shinhasagreaterinfluencethantaste.pressionsininvisiblewaves.Horses,gles,butinMoslemlands,greenis -Ifyoudon\'tbelievethisgetsomedog,catsandcowsaccordingtotaboo. It\'s a holy color. The growing vegetablecoloringandpaintyoursomeauthoritiescannotseecolors.trendinasphaltshinglecolor prefThosewhohaveeverseenabull erencesforwhiteisnotsharedin favoritecookedbeansblueandyoufightorenteredafieldoccupiedbythe Far Eastwhere white symbolizes will failin anyattemptto eatthem.a bull may have had reasons to differdeath and decay. Thiswas proved in an actual demon withtheseauthorities.Psychologistshavediscoveredthat stration in whichstudents played theLouisCheskin,Directoroftheautocolorshaveadistinctbearing part of guineapigs.ColorResearchInstitute,Chicago,onaccidentrates.Veryfewbright Colordoeshaveaneffectuponstates "Testingundercontrolledcon redcarsmeetwithaccidents.Cars people\'semotions.Weareaffectedditionshasdemonstratedthathuespaintedblack,lightgreyorsandy bothconsciouslyandunconsciously.have specificpsychological effects onhavebeeninvolvedinmoreinterThat\'s whyindustry hires colorcon humanbeings.Forexample,colorssectionaccidents.Apoliceofficial sultants. Theabilityto choosecolorsof the red familyproduce sensationsremarkedthat"Thesecolorsseem thatharmonizewitheachotherisofwarmth,whereascolorsoftheto blend intothe surroundings, maknotgenerallyaninborn colorsense.blue family create sensations of cool ing the cars difficult for otherdrivers ness."to see." Somecolorshave acoolingeffect.AccordingtotheColorResearchColorisimportant.TheWallSt. InstitutecoloreffectivenessdiffersJournalnotedthatthedrabgreys with various social groups. A packagearedisappearingfromfactorywalls sellinga10centarticlerequiresand beingreplaced with pastel green, colorsradicallydifferentfromonebrilliant orange, pink and other hues. sellinga$100article.Esso\'s Bayonne, N.J.refinery has Therightcolorsorblends:beendecked out in25 colors, partly 1.Produce an emotional response,toimprovecommunityrelations, s o o t h i n g ,orstimulating.partlyasamoralebooster.Crews ( wrongcolorsorblendscanofeachunit picked their own colors. irritate.)Oneresultisaquartermilelong 2.Aresymbolical,symbolizingloading rackpainted pink with loaddelicacy,strength,dignityandingspoutsof baby blue. quality.Thelatterindicatestheneedfor 3.Attract or hold attention. Someacolor consultant. colorsgetattention.OthersColorhasbeenusedinsidefac-6JULY1959'