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Life revolves around presentation. No matter the circumstance or the audience, presentation is a powerful element in the quest to reach your merchandising goals. And color is the silent force behind any presentation or visual statement. Color may be linked to both the tangible and the intangible elements of the universe. In simplest terms, color is refracted light. Let's explore the interrelated physical, emotional, and philosophical responses to color -- the relationship between color and life.
Color is one of the nine basic cures of Feng Shui. Throughout the world, colors are used to describe emotional conditions. We feel "blue," we are "green" with envy, and a coward is described as "yellow." Just three primary colors make up every color in the world: Yellow, red, and blue. White and black come along behind to mix in and create the light or dark tone for mood or ambience. In my next few columns, we will explore individual colors and study their impact on presentation.
Let's start with RED! Red is well represented by capital letters and an explanation point because it makes the strongest statement of all the colors. Children have no prejudices when it comes to a new visual, only reactions that give insight missed by many. A child's reaction to red seems to be the best jumping-off point. Following is a greeting card by Zoe, age 5, "Red is a matching outfit, it is the smell of candy canes, red tastes like a fire drill, it's the fur on a fox, red is a sunset on the ocean, it is a huge sneeze. Red dances on the rooftops." You can't help but notice that for this five year old, color is not
just a look.
Not all languages have a word for green, blue, yellow, or orange, but every language has a word for red. Perhaps that's because it's the most commonly encountered color after black and white. This life-affirming color may appear in varying shades, but will still illicit the same response.
The Chinese believe red is an important color that brings good fortune; thus, this month's display shows the power of red combined with the simplicity of Asian design. The Chinese believe that the force that links us with color is "ch'i," the non-biological self, our spirit, our psyche, and our essence. In China, color is regarded as a manifestation of the cosmic energy ch'i that shapes an individual's personal energy and therefore, his/her destiny. The Taoist followers of the ying and yang theory of life believe the way you differentiate somethingness from nothingness is by color. The gift of money at a wedding is given in a lucky red envelope. Red connotes happiness, warmth or fire, strength, and fame. Red ribbons are worn to retain personal ch'i. Some Chinese consider it the energy source of the universe.
Responses to colors do not vary between the genders. Initially, it seemed as if responses to red varied by gender -- sensual for women and power for men, until I realized that red represents passion. Passion means red underwear for women and red cars for men. While studying people's likes and dislikes of colors, Faber Birren found that their color preferences are largely innate and only occasionally change during a lifetime.
Blue, red, and green in that order are the colors most people prefer. Red is positive. If you like red, your life is directed outward, but you are not necessarily a fiery soul; indeed, you are often a quiet one. Through red, the human spirit finds release for its greater and impassioned emotions. It has more associations and more symbolism than any other color in the spectrum -- love, hate, patriotism, anarchy, sacrifice, and cruelty. Red symbolizes blood and fire. You may not love or hate red, but you are never indifferent to it.
If you love red excessively and its intensity is natural to you, you belong in the midst of life. You are aggressive, vigorous, and given to impulsive moods and actions. You want life to be thrilling with lots of action. You may be abrupt and certainly are sympathetic, but you are also easily swayed by others. You are quick to judge and not long on patience.
If a person dislikes red, take a closer look as red is the most human and outward of the colors and is closely identified with a full life. Obviously, that person's spontaneity is blocked. The person who dislikes red will never find true peace in life.
Red makes a color scheme striking. Red generates an aristocratic feel. It makes items seem closer and larger than they truly are. Red is most striking when it is seen in a contrasting scheme, such as red and white stripes. Being in a red room makes the passage of time seem longer than it actually is. When used in the workplace, the color red actually heightens motivation and makes people work faster. Red has shown it can speed up individuals' metabolism. Red is the color choice for 17 percent of all cars and red cars receive 30 percent of the tickets.
Now you know most of the story on the color red. Utilize it to embolden your displays to elicit strong, passionate responses. You now understand the audience for red. We are in bold, passionate times, with red the color of choice these days. Good luck.


Renee Chappelle of Retail Projects Unlimited is a retail design and visual merchandising specialist. She may be reached at mpu@humbolt1.com, or 707-442-0276.