Color Psychology & Importance of Presentation

Color psychology centers on the idea that particular colors can evoke a specific mental or emotional response. While it is most commonly used in marketing practices, its presence in the donative and philanthropic market is growing.

First impressions and the way one presents themselves in front of a donor can have a significant impact on the ask or campaign as a whole. In an effort to combine professionalism and the science of color psychology, the following points have been provided to help you:

·         Closed-toed shoes must be worn by men and women, regardless of the season.

·         National-level research indicates that it is always better to wear more clothing, rather than less. Women should be 90% covered in fall, winter and spring and 80% covered in the summer.

·         Your clothes must be conservative and well-fitting. If needed, have your clothes tailored.

·         The color of your clothing makes a significant impact on the presentation. Most commonly, the following colors are associated with:

o    Purple: religious affiliation or intent

o    Navy blue and tailored: historical or military

o    Green: ecology or environmental

·         The following colors and associated meanings and emotions are particularly important to note:

o    Black: authority, strength, power and intelligence

o    Gray: sincere, neutral and timeless

o    Green: growth, natural, environmental, harmonious

o    Blue: calmness, wisdom, truth, loyal and focused

o    Purple: royalty, wealthy, religious/spiritual, sophistication and prosperity

o    Brown: stable, reliable, warmth, comfort, natural or organic

·         Recent studies suggest warmer and darker colors are more professional

·         Someone in the group must wear “sincere gray”

·         When asking for $1 million or more, the attire should match the color of the presenter’s eyes.