Off Color Is your office puce and avocado green? You need some help-and here it is.

See red-and you instantly think heat, danger, stop. Visualizeblue-and the ocean, blue skies and other calming images come tomind.

Whether you're aware of it or not, colors evoke an array ofcomplex sentiments in our minds every second of the day. And usingthese nonverbal cues to your advantage-whether in marketingmaterials or displays in your store-will surely benefit yourbusiness, customers and employees. Granted you understand whichcolors evoke which particular emotions, that is.

Know The Code

While no single color officially promotes productivity in theworkplace, there are some general guidelines to follow. First, yourcolor choices "depend on your service. [They] should fit yourpersonality," says color expert Pat Verlodt of Color Servicesand Associates Inc. in Huntley, Illinois. For example, a creativeor visual business-like a Web design or interior decoratingfirm-should incorporate bright, bold colors in the office.Conservative service providers like accounting firms, on the otherhand, should stick with subtle tones like deep greens, olives andburgundies. Says Verlodt, "Navy blue is good, because it'sa very trustworthy color."

Speaking of blue, "You can never go wrong with blue,"Verlodt says. "Blue is most often selected as a favoritecolor. It's very easy on the eye." And depending on yourbusiness, you can use a light, cool blue to create a tranquil andethereal mood (great for an aromatherapist or masseuse). A darkerblue would work well in a law office, where you want to project animage of seriousness and organization.

Palate Pleasers

When it comes to enticing the appetites of potential patrons,it's not just aroma, but also color that will convincepassersby to pop in and ponder your menu. Depending on theenvironment restaurateurs want to create, certain color hues willcoax patrons to sit down and linger-or motivate them toquickly run in, grab a bite and scram.

According to Leatrice Eiseman, author of Colors For EveryMood (Capital Books), the colors that make customers want tohang around are luxurious, deep jewel tones like amethyst, amber,ruby and emerald. Creating an upscale yet comfortable environmentengages patrons' senses and makes them less reluctant to leavea place that should feel more intriguing than home.

If the goal, however, is for hungry visitors to eat up and scootout, then brighter shades are necessary. "For the fast-foodenvironment, it's a matter of value and intensity," addsEiseman. "The bright and warm color families of yellow, redand orange give off that stimulation factor and produce the feelingof movement."

Set The Mood

If, however, keeping teens glued to your Web site is the goal,consider the colors preferred by this young yet influentialaudience.

As part of a Web activity study conducted by Cheskin Researchand Cyberteens.com, 2,579 teen surfers were asked to reveal theirattitudes toward color on the Web. Gaining the most positiveresponse was the color blue, where words such as"success," "intelligent," "trusted"and "welcoming" were offered in praise of the hue. Leastfavorite was the color black-although haughtily described as"high-tech," teens considered black mostly"complicated" and "outdated". Yellow conveyed"playfulness" and "ease," green communicated"wealth," and red evoked "speed" and"warmth."

As for the middle-aged demographic (ages 45-65), Samuelle Eastonof Samuelle Easton and Associates in New York City, believes thatstrong, medium-toned colors, like "true blue","American Beauty rose" and emerald green are the mostrespectable. So, even though you may consider bright neonseye-catching, steer clear of those if adults make up your targetaudience, Easton insists. "Color conveys the message fasterthan anything else we do," she says. "It's strongerthan words and faster than speech. It's a language all initself."