Choose your color carefully. Each color carries strong emotional connotations. Readers instantly react to the colors used to communicate your message. Immediately upon encountering your publication, readers will decide to accept or reject you and your ideas. And as they turn each page, readers will continue to evaluate your message in terms of the colors you use to communicate.
People respond to colors on the basis of age, income and education.
As these levels advance, subdued colors become more appropriate. The colors used in your publications also tell a lot about your company and its competence, marketing philosophy and costs. Likewise, it would be disastrous to prepare the menu for a fast-food restaurant in corporate gray. The consistent use of color throughout a firm's print communications develops and maintains a corporate identity that helps differentiate the firm from its competitors. Business cards, envelopes, letterhead and invoices are often unified by the use of an appropriate second color for the firm's logo and address.