Is that Dark Orange or Burnt Umber? The Psychology of Color in Politics.

One of the lessons I was taught early in politics was in reference to the colors that should be used in campaigns. Keeping it simple and straightforward, I was told to stick to red, blue, green and white for use in signs and logos.

Well, as of this last election, I've come to call some of that into question.

Larry Russell, who was within a few votes of being the GOP special election nominee against Herseth had a logo of black, white and and orangish brown. It was a rising sun over a windmill/farm scene.

My thinking? The logo was ok, but Burnt umber? Bleaugh.

Although, Larry stuck with his choice despite my badgering. And, in retrospect, it nearly took him over the top of a bunch of people who had already been in elected office.

Then, not too many months later, PUC Candidate Dusty Johnson comes up with a logo comprised of orange and white. I believe I showed my disdain for the color choice by relating to Dusty what I'd been taught; That red is a good color for appealing to men, and blue is a good color appealing for women. Green was supposedly a good color for young candidates.

Noticing the color screw up (darker than intended) on one of the first brochures, I noted "I don't know what in the hell burnt umber is a good color for."

Clearly, since Dusty was elected riding the crest of the self-named 'orange wave,' I'll admit I may have been mistaken. I tend to be a traditionalist on some of this stuff, and a little unyielding in my ways. So, I thought for this lesson in the War College, I'd go back to some of the basics and take a look at the basic psychology of color.

If you look at the political symbolism, some candidates are very deliberate in their color choices. Larry Pressler tended to use green. George Mickelson had a tendency to use red. Senator Brock Greenfield uses green as well (more on a play of his name). I recall Tom Daschle typically used red with gold wheat accents.

So, what are the connotations that go with each color? From Infoplease.com:

Black

Black is the color of authority and power. It is popular in fashion because it makes people appear thinner. It is also stylish and timeless. Black also implies submission. Priests wear black to signify submission to God. Some fashion experts say a woman wearing black implies submission to men. Black outfits can also be overpowering, or make the wearer seem aloof or evil. Villains, such as Dracula, often wear black.

White

Brides wear white to symbolize innocence and purity. White reflects light and is considered a summer color. White is popular in decorating and in fashion because it is light, neutral, and goes with everything. However, white shows dirt and is therefore more difficult to keep clean than other colors. Doctors and nurses wear white to imply sterility.

Red

The most emotionally intense color, red stimulates a faster heartbeat and breathing. It is also the color of love. Red clothing gets noticed and makes the wearer appear heavier. Since it is an extreme color, red clothing might not help people in negotiations or confrontations. Red cars are popular targets for thieves. In decorating, red is usually used as an accent. Decorators say that red furniture should be perfect since it will attract attention.

Pink

The most romantic color, pink, is more tranquilizing. Sports teams sometimes paint the locker rooms used by opposing teams bright pink so their opponents will lose energy.

Blue

The color of the sky and the ocean, blue is one of the most popular colors. It causes the opposite reaction as red. Peaceful, tranquil blue causes the body to produce calming chemicals, so it is often used in bedrooms. Blue can also be cold and depressing. Fashion consultants recommend wearing blue to job interviews because it symbolizes loyalty. People are more productive in blue rooms. Studies show weightlifters are able to handle heavier weights in blue gyms.

Green

Currently the most popular decorating color, green symbolizes nature. It is the easiest color on the eye and can improve vision. It is a calming, refreshing color. People waiting to appear on TV sit in "green rooms" to relax. Hospitals often use green because it relaxes patients. Brides in the Middle Ages wore green to symbolize fertility. Dark green is masculine, conservative, and implies wealth. However, seamstresses often refuse to use green thread on the eve of a fashion show for fear it will bring bad luck.

Yellow

Cheerful sunny yellow is an attention getter. While it is considered an optimistic color, people lose their tempers more often in yellow rooms, and babies will cry more. It is the most difficult color for the eye to take in, so it can be overpowering if overused. Yellow enhances concentration, hence its use for legal pads. It also speeds metabolism.

Purple

The color of royalty, purple connotes luxury, wealth, and sophistication. It is also feminine and romantic. However, because it is rare in nature, purple can appear artificial.

Brown

Solid, reliable brown is the color of earth and is abundant in nature. Light brown implies genuineness while dark brown is similar to wood or leather. Brown can also be sad and wistful. Men are more apt to say brown is one of their favorite colors.

And from psychology.about.com:

Orange

Orange is associated with warmth, contentment, fruitfulness and wholesomeness. It looks strong and generous. It is the color most associated with appetite. It has a declassifying, broad appeal. It can be used to indicate that a product is suitable for everyone, and can make an expensive product seem more affordable.

And nothing rhymes with it, either.

In deciding what colors to use, if you are picking a specific color for the foreground, make sure that the color strongly contrasts with the background. If you pick a blue background, you will need a yellow or white for the lettering. Don't try to put a green lettering on it. It won't look right. Red will not work with blue - they aren't contrasting enough.

When in doubt, create a prototype using an ink jet printer before you put a bunch of money into materials. It's probably the easiest way to see if something is going to work.

Red, White and Blue are good standards, but invoking Larry and Dusty's lesson, it doesn't hurt to stand out from the crowd. When everyone else is using red, white and blue, don't be afraid to invoke an orange, a green, or just go ahead and pull out the good old gold on blue.

It didn't hurt SDSU. If you use it, you might get you to "D1" too.