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TheOur reaction to color is instantaneous. General responses based on research, historical significance of color, and word association studies can help you to understand how others may react when you walk into a room or view your brochure for the very first time.When you are preparing for a photo, a job interview, a presentation, an after-five party, or simply a day of travel, consider what you are presenting with the colors you choose. Many of us do this without realizing the intent. You may know that certain colors look better on you or that a certain suit makes you feel better about yourself but do you know why?Not surprisingly, personality can also be defined by colors. There are color personality tests available that may give you some insight into your own color associations as well as how you react to different colors available. Some will define their day or experiences using color as well.Following is a condensed version of the effect of colors.Blue – the Favorite ColorBlue is the overwhelming “favorite color.” Blue is the least gender specific color, having equal appeal to both men and women.Blue is seen as trustworthy, dependable and committed. The color of sky and the ocean, blue is perceived as a constant in our lives. As a result many internet sites use blue in their logos... Facebook, Twitter, LinkedIn, etc.As the collective color of the spirit, it invokesrest and can cause the body to produce chemicals that are calming and some would say that it works to aid intuition.On the other hand, electric or brilliant blues become dynamic and dramatic, an engaging color that expresses exhilaration.At the same time, some shades, or the overuse of blue, may come across as cold, uncaring, or sad. “I feel blue” is one example.Unfortunately, it is also important to know your target market. As an example, blue is one of the first colors to be lost with medical conditions such as diabetes. When working with a more mature market, the hue of the blue is very important so that your potential clients can still view what you are trying to share with them.Yellow – Full of OptimismYellow shines with optimism, enlightenment, and happiness. Shades of golden yellow carry the promise of a positive future. Yellow will advance from surrounding colors and instill optimism and energy, as well as spark creative thoughts.Yellow affects us mentally and physically by stimulating the nervous system, activating memory and encouraging communication. Overall, yellow is said to be mentally stimulating.Green – Nature’s ColorGreen occupies more space in the spectrum visible to the human eye and is second only to blue as a favorite color. Green is the pervasive color in the natural world and is an ideal backdropWe Arin interior design because we are so used to seeing it everywhere.The natural greens, from forest to lime, are seen as tranquil and refreshing, with a natural balance of cool and warm (blue and yellow) undertones. Green is considered the color of peace and ecology.However, there is an “institutional” side to green, associated with illness or “government- issued” that conjure up negative emotions, as do the “slimy” or bilious greens.Green affects us physically and mentally. It is soothing, relaxing both mentally and physically. Green helps alleviate depression, nervousness, and anxiety and offers a sense of renewal, self- control, and harmony. As a result, when greens are mixed with blues it is said to diminish appetite. Consequently, many buffet restaurants are decorated in these colors.Orange – An Intense ResponseOrange, a close relative of red, sparks more controversy than any other hue. There is usually strong positive or negative association to orange and true orange generally elicits a stronger “love it” or “hate it” response than other colors. Fun and flamboyant orange radiates warmth and energy. Interestingly, some of the tones of orange such as terra cotta, peach, or rust have very broad appeal.Orange affects us mentally and physically by stimulating activity and encouraging socialization. Further, it stimulates appetite. A quick look at the interior of some fast food restaurants confirms this.ColorsSince 1882105 Capital Ave., NE / 269-962-5527 / www.farleyestesdowdle.com8 SCENE 4407 I ANNUAL REPORTBATTLE CREEK • AUGUSTA • RICHLANDe

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