Market researchers have long understood that
colors affect our emotions. In one study, researchers found that 85% of
shoppers say color is a primary reason for buying a particular product.
Design companies, such as The Logo Company, have outlined how
different colors affect our emotions and use this knowledge for branding.
Academic research suggests colors do more than
just affect our emotions or encourage us to buy one product over another. In
a study from the University of British Columbia, the effects of color
on cognitive task performance were analyzed. Participants were asked to
complete a series of tasks on a computer, some with a red background, some with
blue, and others with a neutral screen. They found that red increased performance
on detail-oriented tasks while blue increased creativity. Co-author of the
study, Juliet Zhu, suggests that red stimulates attention to detail because
people associate red with danger, making them more cautious. However, “blue is
the color of the sky, the ocean, safety; when their environment is safe, people
are more explorative,” and therefore more creative. In another study,
from The University of Minnesota, researchers asked
participants to allocate a given budget such that their combined profits were
maximized. They found that in a 5 minute trial, “over 70% of the subjects with
multicolor reports obtained a close to optimum solution compared to only 33% of
the subjects with mono-chromatic reports”.
Corporate researchers have also chimed in – in one experiment, HubSpot created two webpages
that included a “Get Started Now” button. The two webpages were identical in
all ways, except for the color of the button (one was green and one was red).
Surprisingly, the red button outperformed the green button by 21%. Subtle
changes, such as which colors are used, can make a big difference on how a
company, a website, or a presenter is perceived.
When it comes to presenting, the understanding
that colors effect how people feel and react has dramatic implications for your
visual communications. What colors are best to use for your slides? According
to our research, along with other sources, blue is often used in
the corporate world because it is conservative and tranquil. People wishing to
create a discussion around their presentation should consider green
backgrounds, as they promote interaction. Yellow is great for grabbing the
audience’s attention, or to highlight key points on a slide. Some studies even suggest
yellow enhances memory as it stimulates mental activity. Red can be used to
display passion for a topic and get an audience excited about a message.
Because purple does not often appear in nature, it is considered to be exotic.
It also stimulates creativity. Avoid using too many colors at one time, as they
will distract the audience from your message. When creating visuals for a
presentation, consider how the colors you choose will affect the audience’s
emotions; will they complement your message or take away from it instead.
What colors are best to wear when presenting on
stage or leading a meeting? Our research shows that darker colors are
perceived as being “heavier”. Professionals and organizations wanting to come
across as authoritative should consider wearing black, while companies wishing
to inspire optimism should lean towards yellow. Grey is the most neutral and
won’t grab any attention. Red has been shown to increase heart rates, and can
therefore be used to help excite an audience. Blue is often calming and
associated with trust.
However, deciding what to wear is a different
process for online presentations, as the camera effects how colors will appear
to an audience. For example, while red may come across as exciting in person,
it often “bleeds” into other parts of the picture on camera and becomes
distracting. Avoid wearing white, as it will appear to “glow” and overpower the
face. Black colors often require more light to show up on camera and will wash
out the face or other objects in the picture. Research shows that in general,
the best colors to wear are cool blues, purples, pastels and natural hues. Both
men and women should choose a solid color that complements their skin tone.
Also, it’s important to find out what your background on screen will be, and
avoid colors that might clash with it.
While the color of your slides and your shirt
may seem like subtle or unnecessary distractions, the data demonstrates that
first impressions and likeability are driven more by visual cues than by
auditory ones…color matters.
- See more at: http://www.quantifiedcommunications.com/color-psychology-what-colors-make-great-presentations/#sthash.HJ7PZMaW.dpuf
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