What message are your clothes sending?

By Jackie Burns
I've been going through a major purple phase in my wardrobe lately and have just learned that
the colour is known for having an extremely positive effect on others. And all this time I thought
it was just my glowing personality! Tamara Glick, founder of Trademark Image Consulting, says
each colour conveys a different subliminal message and knowing the philosophy behind each can
help you dress more strategically for both professional and social situations. Here is Tamara's
professional colour analysis.

Black, grey or navy: Considered the most conservative, authoritative colours for clothing.
They are associated with seniority, expertise, power, elegance and, in North America,
somberness. There is a great neutral for everyone but it may not always be black. If black is not
your best colour, try using accessories in a colour that suits you well (such as a tie, scarf or
necklace), to balance the effect.

Brown: A more relaxed and approachable colour, brown is also considered a neutral
background and is often worn in professional, less formal business environments as an
alternative to the other neutrals. Due to its naturally warm tone, brown is a good colour choice
for situations in which you are negotiating or trying to build interpersonal relationships.

Beige family (including taupe, cocoa and pewter): Even more non-threatening than
brown, it’s seen as more friendly and approachable. It’s a great colour choice if you’re in a very
people-focused profession where interpersonal relationships are at the fore; wearing a colour
that’s relaxing to the eye conveys a sense of friendliness and approachability.

White: Represents purity and freshness. It does also have the advantage of pulling your eye to
wherever the white is because it’s light and bright. Where you want to bring more attention you
use lighter brighter colours; where you want to reduce focus use darker, deeper focus. It can also
command attention if you’re a speaker since it will naturally bring people’s eyes to your face. In
some cultures white is considered a colour of mourning rather than one of purity; the meaning of
some colours will change according to cultural context.

Blue: It’s seen as a colour that will activate the mind and it’s also associated with logic and
trust. It’s seen as very peaceful which is largely the reason why so many uniforms for public
servants, like police officers, are navy. Lighter shades of blue have a slightly more feminine look
for women than navy and it’s also a great way of lighting up a dark suit that’s full of authority;
you can use a light blue as a peaceful under layer.

Pink: Suggestive of empathy; you’re not going to have your most powerful outfit in pink. It's
also especially enlivening to all complexions as there is a flattering version of it for everyone.
When used in moderation near the face (a dress shirt or tie for men or a sweater or neck
accessory for women) it will provide a healthy glow that conveys youth and good health.
Purple: It’s a very creative colour which has a very positive effect on others. It’s considered
creative, sensitive and exciting but it can also be calming depending on the colour you use in that
range (like lavender).

Red: It’s seen as very energetic, passionate, confident and in control. A lot of times you’ll see a
red accent in business attire for women if you’re going more classical because it can be very
memorable. You don’t want to overuse it because it does have so much energy around it. If you
were going out at night and you really wanted to wow someone, red would be your first choice.

Yellow: It's often associated with optimism and joy, though it is best in a professional setting to
be used as an accent. If used too heavily in a professional scenario, it can promote the same
aggression as red. Women who wear it are often very confident in their beauty.

Green: There are associations around health, calm, reassurance and prosperity with the colour
green. The associations with health are due to the subconscious connections we make between
green and the earth, rather than physical changes it makes to the complexion. Green is also
associated with creativity so it’s a wonderful choice for children or people in creative fields. Due
to its visual strength, green is also best used in moderation.