Color Considerations

Don’t just see things in black and white.

As Xerox partners, we understand color. It affects your emotion and the emotions of your clients and employees. There are three areas to consider when considering color production. First is the intent of the designer. Second, consider the reception by the audience. Third, consider your ability to output your vision.

The actual color on the paper is where these three areas come together. In order to understand how color on paper can bring these areas together, it helps to understand what emotions colors may invoke.

The Business Value Color

Recent neurological and psychological research has shown that the impact of color is significant and largely unconscious. Studies have shown that as much as 60% of consumers decide to purchase a new product based on its color—as opposed to quality, workmanship, or price guarantee. It is also important to take into consideration that a person will respond to and evaluate most products in less than 60 seconds. Therefore, presentation is key to the success or failure of any printed document, whether that document is for internal use or for external marketing. That's how color copiers in your Amarillo and Austin business can bring more value to your documents.

The Meaning of Color

Dr. Max Luescher, a Swiss psychologist, developed a means of examining the connotations of specific colors and their relationship to different traits. Luescher says there are four "psychological primary colors."

  • Dark Blue: Represents a need for tranquility.
  • Green: Persistent, obstinate, and self-centered.
  • Orange-Red: Excitable and assertive.
  • Yellow: Extroverted, optimistic, and joyful.


What does a color say?



Red is a very emotionally charged color. It tends to increase the respiration rate and can even raise your blood pressure. It creates excitement and can be associated with danger, war, power, strength, passion, desire, and love. It can even increase your appetite.


Yellow is happiness. It is the color of sunshine and cheerfulness. When yellow is very bright, it attracts attention and helps stimulate mental activity. Yellow can also provide a very sharp contrast to dark colors. It’s associated with energy and technological innovation.


Blue is a trusted color. It provides a sense of tranquility and security. It symbolizes loyalty, wisdom, trust, faith, confidence, and intelligence. While red helps increase appetite, blue has the opposite affect and actually suppresses it.


Orange is the combination of the happiness of yellow and the energy and strength of red. It symbolizes creativity, determination, enthusiasm and success. In addition, orange indicates affordability. Because of its similarity to red, it is great to promote food.


Green suggests endurance and stability. It represents harmony, growth, and freshness. Green indicates safety, money, and wealth. Green is the primary color used to promote organic foods and products because it is associated with nature.


Violet or purple combines the energy and strength of red with the stability of blue. It represents nobility, ambition, power, and luxury. It symbolizes extravagance and wealth and is often associated with dignity, independence, wisdom, and magic.


White is purity, goodness, light, and innocence. It is considered perfection. White is generally positive and simple. Often it is the color of charitable organizations, low-fat foods and dairy products.


Black is elegant, powerful and formal, but can also be associated with death. In marketing, it is dignified. In certain contexts, black is very negative (blacklist, black humor, etc). It can also denote prestige.


Find out the difference color can make. We can help.

Use your printed documents to communicate more effectively. Our color multi-function copiers and laser printers provide the best quality color reproduction so you can be sure to create the most effective presentation.

Check out our products ->

How can we help? Contact us ->