COLORS + bRNi

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W h y C o l o r M at t e r s “ R e s e a r c h r e v e a l s p e o p l e m a k e a

subconscious judgment about a person,

environment, or product within 90 seconds

of initial viewing and that between 62% and

90% of that assessment is based on color

alone.” The Institute for Color Research

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R E DPERSONALITY: Leads an eventful life. Courages and likes to take risks.

Impulsive and passionate.

WORDS: Vitality, Action, Adventure, Aggressive, Blood, Danger, Drive, Energy,

Excitement, Love, Passion, Strength and Vigor

DESCRIPTION: Red activates your pituitary gland, increasing your heart rate

and causing you to breathe more rapidly. This visceral response makes red

aggressive, energetic, provocative and attention-grabbing. Count on red to

evoke a passionate response, albeit not always a favorable one. For example,

red can represent danger or indebtedness.

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R E D

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Y E L L O WPERSONALITY: Intellectual, idealistic, imaginative. True friend, high-minded.

WORDS: Idealism, Caution, Cheerful, Cowardice, Curiosity, Happiness, Joy,

Playful, Positivity, Sunshine and Warmth

DESCRIPTION: In every society, yellow is associated with the sun. Thus, it

communicates optimism, positivism, light and warmth. Certain shades

seem to motivate and stimulate creative thought and energy. The eye sees

bright yellows before any other color, making them great for point-of-

purchase displays.

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Y E L L O W

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O R A N G EPERSONALITY: Friendly, caring, social by nature. Cheerful orange evokes

exuberance, fun and vitality.

WORDS: celebration, motivation, Affordable, Creativity, Enthusiasm, Fun,

Jovial, Lighthearted, High-Spirited and Youthful

DESCRIPTION: With the drama of red plus the cheer of yellow, orange is viewed

as gregarious and often childlike. Research indicates its lighter shades appeal

to an upscale market. Peach tones work well with health care, restaurants

and beauty salons.

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O R A N G E

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G R E E NPERSONALITY: Persistent, determined, consistent , assertive and firm. They feel

comfortable in the wild. A loyal citizen and friend.

WORDS: Crisp, Environmental, Fresh, Harmony, Health, Healing, Inexperience,

Money, Nature, Renewal and Tranquility

DESCRIPTION: In general, green connotes health, freshness and serenity.

However, green's meaning varies with its many shades. Deeper greens are

associated with wealth or prestige, while light greens are calming.

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G R E E N

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S U P P O R T C O L O R S

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