Sigma Color Group Introduction


Color has tremendous expressive qualities. It is ubiquitous, omnipresent. Understanding the uses of color is crucial to effective composition in design and in the fine arts. Colors are loaded with attributive, connotative and subliminal meanings, many of which are realized in conventional linguistic expressions and choices in our everyday life, from purchases of vegetables to interior decorations. Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite. As a form of communication, color is irreplaceable. Traffic lights send the universal message of red and green. We can deliberately send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder.

Color is a powerful psychological tool.