What an amazing process! Light, reflected off different surfaces, passes through the eye's cornea and pupil, then forms an image on the retina at the back of the eye which the brain then translates and registers as a colored object. This in turn stimulates the optical nerve system.

Colors have varying wavelengths. Reds, oranges, yellows have long wavelengths. Green is neutral. Blues through to violets have short wavelengths. The long wavelengths stimulate and energize us, the short wavelengths calm and slow down.

Walk into a predominantly red room and you will experience an increase in pulse and heart rate. Walk into a blue room and you begin to feel calm and at peace as your heart and pulse rate slow down.

Conclusion: Color does things to you - either negatively or positively depending on the circumstances you are in.

In view of this, how important that we at least gain a rudimentary understanding of what colors do to us so we can employ them to work for us. When it comes to image building and business, color can make a huge difference.

If you run a web site dealing with serious business matters, you don't want a color scheme which evokes images of leisure and youth. On the other hand, if you are marketing entertainment or leisure products, you don't want a site which produces a heavy corporate image. The color scheme should COMPLEMENT not CONTRADICT your image.

So what is the first step in making color work for you?

First, decide on the image you want to project for yourself or your business. Do you want it to be: Conservative? Trendy? Futuristic? Modern? Stable? Natural? Healthy? Inviting? Surprising? Startling?