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The Science of Colors in Business

Reading Time: 4 minutes

Color psychology affects our lives in so many ways, yet we often don’t realize the impact of our color choices on our website colors, on our stationery and packaging, in our retail store or office, in our marketing or our business clothing.

RED FAMILY
Red is a very powerful, dynamic color that reflects our physical needs whether to show affection and love, or to portray terror, fear, and survival. Red is also a very energizing color that can portray friendliness and strength, but can also be demanding and show aggression depending on its context.

Overall, if you’re looking to have a really powerful presence or get someone’s attention fast, red is your go-to color. Just remember to use it sparingly to avoid the extreme negative reactions it can so easily awaken.

ORANGE FAMILY
Orange has a very interesting psychological meaning as it combines red’s power and energy with yellow’s friendliness and fun. The mix makes orange a good representation of physical comfort in our warmth, food, and shelter. (It even stimulates our appetite so watch out if you’re hungry!)

Orange is also known to be a color of motivation, lends a positive attitude, and general enthusiasm for life. Overall, orange is great for bringing comfort in tough times, and creating a sense of fun or freedom in your visuals.

YELLOW FAMILY
Yellow is the epitome of joy, happiness, cheerfulness, optimism—you name it. Anything happy is almost always yellow. The wavelength of yellow is particularly long, making it have one of the most powerful psychological meanings, while also being the easiest color to visibly see. (Did you know yellow is the first color infants respond to?)

Whenever you need to lift someone’s spirits, increase their confidence, or provide inspiration, use yellow. However, avoid using yellow too much because it’s also known to make us more critical causing self esteem issues, fear, or anxiety. Find the right balance of yellow to motivate rather than bring others down.

GREEN FAMILY
Green is a color of balance and harmony. It lends us a clearer sense of right from wrong since green incorporates a balance of both the logical and emotional. Green is one of the most-seen colors in nature reflecting life, rest, and peace. It is also a sign of growth, whether that’s in a physical object like plants or in our income and wealth.

Overall, if you’re looking to portray health, rest, and to relieve stress, green is your color. While green does have minor negative aspects like over-possession and materialism, it has a more positive affect than most other colors.

BLUE FAMILY
Blue is known for its trust and dependability. It’s reliable, responsible, and mentally soothing. For that reason alone, it’s one of the most-liked colors across the entire world.

Unlike red, blue lends a more mental reaction rather than physical that allows us to destress, calm down, and think of the most ideal situation. Unfortunately, it also is one of the last colors to be seen, and can be perceived as distant, cold, or unfriendly if used it great amounts.

Overall, blue is a well-liked color that can bring a sense of calmness and trust when building relationships, especially in marketing.

PURPLE FAMILY
Purple is most commonly known for its imagination and spirituality. It possesses the energy and power of red, with the stability and reliability of blue, making it a perfect balance between the physical and spiritual. Purple is often used to show luxury, loyalty, courage, mystery, and magic.

It’s a very intriguing color as it soothes, but also presents space for mystery and new ideas. This is why creativity is most often associated with the color purple. When using purple, avoid using it too often as it can also cause too much introspection or distraction as thoughts begin to wonder.

PINK FAMILY
Pink is a softer, less intense version of red that creates a sense of compassion and unconditional love. While it’s a very physical color, it soothes rather than stimulates, making it a perfect color for caring, understanding, and nurturing those in need.

Pink is a sign of hope. It is also known to be very romantic as it shows empathy and sensitivity. If too much pink is used, it can be very draining, show a lack of power, and even immature. Overall, pink can be a great counter-option to the color red when used appropriately.

BROWN FAMILY
Brown, while maybe not the most visual stimulating color, is a great sign of structure, security, and protection. Whether it’s family, friends, and material possessions, brown offers constant support.

It’s also a very serious, down to earth color you can use where black might be too intense. The downfall to brown is that it’s the most safe color and can seem reserved, scheduled, and boring. Overall, use it when necessary, but don’t depend on it too heavily.

GOLD FAMILY
Gold has quite a few different meanings depending on your culture. Across the world, though, gold consistently represents some variation of charm, confidence, luxury, and treasure. It also can have an element of friendliness, abundance, and prosperity that is naturally attractive. Too much gold, however, can seem egotistical, proud, and self-righteous. Similar to colors like brown and black, try to use gold more sparingly to highlight rather than be the main attraction. Also, it’s important to note that gold isn’t actually a color, it’s a metal. So you may find that you need to find a tan, caramel or shade of, that works for you.

BLACK/GREY FAMILY
Black is a color of sophistication, seriousness, control, and independence. Although, it can also be used to show evil, mystery, depression, and even death. Black is a very reserved color that completely lacks any light as its an absence of all the colors. It likes to stay hidden, in control, and separate from others. For this reason, black is a great color for high contrast and easy legibility. Unfortunately, since its a very powerful color, too much black can cause sadness and overall negativity so use it sparingly and in your text more so than the visuals itself.

WHITE/GREY FAMILY
White is color that is complete and pure, making it a perfect example of purity, innocence, cleanliness, and peace. White can also represent new beginnings, providing a blank slate, and gives refreshment for new ideas. Since white has an equal balance of all the colors, it can exemplify several meanings, with equality outweighing them all. White is a great color for simplicity, cleanliness, and idea creation; however, avoid using too much white as it can cause isolation, loneliness, and emptiness.

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Charisse

Charisse has a wealth of administrative knowledge and experience. She’s from North Carolina, and has a really calm demeanor yet is eager when it comes to her work.

What I do

Learning the ends and outs of the web design process, responding to questions and concerns from clients.

On my travel bucket list

Johannesburg, North Holland, Alaska

My fave food

Tex-Mex

My favorite people in my life

My mom, my sisters, my cousins, and my friends from H.S/College.

Amanda B

In her spare time she enjoys spending time with her family, listening to music, and playing video games. She lives in suburban Chicago where she has lived all her life.

What I do

I write blog posts and create destination guides.

On my travel bucket list

Ireland, Australia, Italy, a Caribbean cruise

My fave food

Spicy chicken, grilled steak and potatoes, pepperoni and sausage pizza

My favorite people in my life

My husband, twin daughters, and my awesome group of friends

Jenn G

She specializes in blogs and articles about family and home but has a passion for travel.

When she’s not working, she enjoys time with her husband, three (adult) children, and five pets. She and her family live in a beautiful area in Maine with no shortage of things to do!

What I do

Freelance writer

On my travel bucket list

Hawaii, Italy, and Australia

My fave food

Cheeseburgers and fried chicken (not healthy, but I don’t care – yum!)

My favorite people in my life

My husband and children

Matthew D

While his degree may be in journalism, he spends most of his time focusing on blogs and social
media writing for clients in various industries. When not writing, Matthew also spends a large chunk of his time working in education. He divides his time between working in the classroom and helping to run before and after school childcare programs. In his free time, he can be found reading, crafting, and keeping up with all things pop culture (just not the Kardashians).

What I do

Content Writer

On my travel bucket list

Cyprus, Prague (Again), Argentina, Australia

My fave food

Vegetable Lasagna, Any kind of soup,  Hummus, Chex Mix

My favorite people in my life

My parents, but specifically my favorite travel companion, my mother.

Jonnelle Davis

In the meantime, as a travel content editor, Jonnelle helps to deliver clean and engaging content to our travel agents.

She enjoys reading, writing, and spending time with her family, and she savors opportunities to have new experiences, big and small.

What I do

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On my travel bucket list

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My fave food

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My favorite people in my life

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Anthony McLemore

Not only does Anthony co-host some of the video related Power Sessions with Sandra, but he also created an incredible course for travel bussinesses showing them how to use video to increase their sales.

If you’re lucky you’ll also catch him at a travel conference on stage or in our booth.

What I do

I direct and produce video content for travel suppliers such as cruise lines, hotel chains, associations, consortia, host agencies, and tour operators. My expertise is in interviewing and storytelling and the content that I produce is an excellent investment for suppliers as they can use it for many years to come. I travel with a film crew to the suppliers and we also travel to destinations to capture photos and videos to build supplier media libraries.

On my travel bucket list

Snowboarding in the Swiss Alps, exploring the South Pacific islands where my wife’s family is from, a safari with my son and wife in South Africa, and a first-class train adventure somewhere exotic.

My fave food

Japanese, Thai, Italian, Greek

My favorite people in my life

Not surprisingly…. Sandra and Houston! I also have amazing parents, family, and friends in every corner of the globe that I am grateful for.

Dana B

When she’s not making beautiful websites, Dana enjoys spending time with her husband and young daughter. She’s always looking to plan their next road trip or outdoor adventure, and can’t help but be expired but the amazing destinations she learns about through her work every day.

What I do

I help bring the client’s business to life by crafting stunning websites and marketing pieces to showcase their unique travel services.

On my travel bucket list

My travel bucket list right now is focused more on domestic destinations. I want to see more of our beautiful country–the Rockies, the Grand Canyon, the New England coast, the Florida Keys, and Hawaii just to name a few!

My fave food

I love all different kinds of foods but right now I’m really digging Mediterranean flavors. Give me all the garlic and all the spices!

My favorite people in my life

My favorite people in my life are of course my husband and daughter, my parents and siblings, and my dog Lucy!

Jenny M

While on faraway trips from Charlotte, her guilty pleasures are relaxing at the beach, occasional visits to Austin, TX, and any cocktail with Malibu Coconut Rum. She enjoys the local scenery and laid-back bar scenes.

What I do

I am the Design Lead and also one of Travel Marketing and Media’s designers. I help manage the design team and jump in when needed. When I’m not helping out my team members, I design websites and graphics for some of our clients.

On my travel bucket list

Hawaii, Dubai, Australia, United Kingdom, Maldives

My fave food

Korean BBQ – Thinly sliced fatty beef brisket with white rice. Chimichanga filled with ground beef and rice and beans.Breakfast food – Steak & Eggs, grits, and hashbrowns. Lamb chops. Sweet and Sour Chicken. Bun Thit Nuong (Grilled pork with vermicelli rice noodles)

My favorite people in my life

The loves of my life: my significant other, immediate family, and last but not least, my son.

Emily B

As a North Carolina native, Emily spent most of her summers on the coast so her love for the sea and adventure developed at an early age. Since moving to New York, Emily has built a career around travel and looks forward to exploring more of Southeast Asia and South America in the future.

What I do

Freelance writer for social media, websites, destinations, and blogs. 

On my travel bucket list

Vietnam, Australia, and Costa Rica!

My fave food

Anything Italian and a really good cheeseburger!

My favorite people in my life

Family and my friends/travel buddies!

Lana

Lana is known for her detail-oriented nature and her desire to learn. She is multilingual, enjoys yoga, new experiences, and loves travel!

What I do

I make sure our clients get answers to their questions and get to the right courses at the right time

On my travel bucket list

All around Seattle, Vancouver, and Anchorage

My fave food

Anything-raw vegan with a steaming hot mug of pure cacao

My favorite people in my life

My mom

Jeanna Akins

She has spent over a decade in the Administrative world and has a knack for order and direction. She is our go-to for a wide array of services. If she doesn’t have the answer she’ll find it or get you to the team member that does!

Jeanna enjoys time with her family (which includes a 12 year old Yorkie), being out doors and bringing old objects back to life. She also has a passion for volunteering in her community.

What I do

I proudly provide services as Travel Marketing and Media’s business manager. Leading our concierge’s, creative team, and content production for Social Media Solutions as well as work with VIP clients and organize events for Sandra.

On my travel bucket list

Germany,  Iceland and Norway.

My fave food

Mexican and Italian food.

My favorite people in my life

My Family and friends for sure, life just wouldn’t be as great without them and a special shout out to my husband who puts up with me!

Keshaunda Lewis

Keshaunda loves to travel and spent several years working onboard the world’s biggest cruise line. Now, instead of keeping a Cruise Director in line, she spends her days helping travel advisors to pull together content for their incredible websites and branding.

Keshaunda also manages our design team. She loves her family and friends and a great family vacation!

What I do

Operations manager

On my travel bucket list

Africa

My fave food

Lasagna

My favorite people in my life

Family

Sandra McLemore

Sandra created Travel Marketing & Media, a marketing agency for travel business owners who want to create a consistent stream of new clients so that they can have a wildly profitable travel business that brings them joy.

She speaks regularly at travel industry events around the world and in 2021 will launch her new travel magazine & travel accessories collection.

Sandra is also the host of Travel Market Report TV, the travel industry’s leading trade publisher, and the travel expert featured on Daily Mail TV, CNN, BBC World News, ABC, morning TV shows, and talk shows.

What I do

I create and teach our signature online course, our masterclasses, workshops and host the Travel Marketing Townhall meetings. I also provide webinars and keynotes for host agencies, consortia and large travel industry events.

On my travel bucket list

South Korea, South Africa, a river cruise, Sri Lanka, a world cruise!

My fave food

Vietnamese, Thai, Italian, Japanese.

My favorite people in my life

My husband Anthony, our baby Houston, my Goddaughter Nomi, and all of our amazing friends and family. We have an amazing village. And of course I’ll always love Oprah, Amy Porterfield and Donald Miller.