The Psychology of Color

The Psychology of Color
Written by: Mary Smith

It has long been known that colors can assist in provoking various feelings and emotions. This is why when we paint the inside of our homes, we choose colors that invite the emotions we want ourselves and our guests to feel in our house. Even without knowing that colors can produce certain feelings, we do this because it is how our brains are wired. Our emotions are sparked by color in nature, and we might be able to distinguish these feelings if we pay close enough attention. Taking a walk in the summer when the trees are green will produce different feelings as to in autumn when they are orange, yellow, and red. Same goes for spring when they are all in bloom with pink and white flowers, and in the winter when they are bare, black, and covered in snow. You may walk the same path each time, but each season will provoke different feelings due to the color changes. This is why certain companies use certain colors in their logos , stores, websites , products, and marketing campaigns. It is to provoke certain emotions from their target audiences to hopefully receive the outcome that they desire.

We recently changed our branding by introducing a contemporary color palette to our company’s logo, web design, and marketing materials, and so I thought it fitting to discuss the psychology behind primary colors, the feelings they invoke, and the companies that use them in their logos. If you’re looking for ways to best position your company to appeal to your target market, then consider how the colors you are using subconsciously influence your customers.

Here are some primary colors, their functions, and companies that use them:

RED

The color red has always been used to assert dominance and to grab attention. It is a powerful color that demands to be seen above what is around it. It is also the color that provokes love and passion. CNN is a great example because it is the only news station that uses only the color red in its logo. This asserts dominance and creates a feeling of power to the viewer. It is associated with movement, excitement, and passion (which would explain the 6:00 pm news broadcast). The Nike “swoosh” is typically red as the color can create physical stimulants in the human body including, but not limited to, faster heart rate, a rise in blood pressure, and an activated nervous system. Red, as well as orange and yellow, is also associated with stimulating a person’s appetite. Look at almost every single fast-food chain’s logo. It will almost always have one of these three colors in it or a combination of the three.

 

Purple

Often associated with royalty and wealth, the color purple is perfect for those who want to instill a feeling of luxury. Darker and deeper shades of purple will have this affect, while some of the lighter shades of purple have a softer, more feminine affect. All shades of purple will promote a feeling of wisdom, due to the historically use of the color for royals, as well as creativity and spirituality. Purple is thought to be used by those who are positive, mindful, kind, meditative, enchanting, inviting, and intuitive. A food and drink that use the color purple, Crown Royal and Cadbury , seem to be doing so to show that they are luxury brands as compared to their competitors, but they are also enchanting and inviting.

Green

When the color green is typically brought up, it is most often associated with the earth and life. It is used to promote environmental issues and to show that companies are promoting sustainability. The color promotes a feeling of health, maturity, and growth. While the color can be confused for only offering these qualities, it is also very much associated with wealth and money. With wealth and money comes power. Brands that are trying to promote their sustainability are brands such as Eco , Animal Planet , Whole Foods , and the recycle symbol. Many companies that are showing their wealth and therefore power are companies such as Holiday Inn , Land Rover , Monster , Heineken , and Xbox.

Gold

We most often associate gold with jewelry, thus the color provokes feelings of wealth, divineness, luxury, valuableness, and prestige. This color glows and radiates feelings of quality and elegance.

Grey

Grey is an often-forgotten color as well due to its plainness, but the color invites feelings of timelessness and logic. It is cool and unobtrusive while still showing its mature, classic quality. It is modest, dutiful, mindful, responsible, professional, and conservative. This color, when used correctly, could show a company’s ready to take on the business world while showing its consumers that they are professional and logical. Using this color can be tricky in larger situations. Some have reported that too much of this color will provoke feelings of death, old age, and depression. Use this color in smaller logos and minimally while designing products.

Yellow

This is a color that I often associate with babies and young things. It is a color of cheer, sun, warmth, and energy. It is sweet and pleasing to the eye, however bolder yellows, when used more abrasively, can provoke feelings of anxiety. As mentioned earlier, it is also a color that promotes hunger.

Pink

Pink is almost always associated with women and young girls. It is a color that promotes feelings of sensitivity, calmness, and nurturing. While these are all emotions that are typically associated with women, the color pink used to be a “man’s color.” Baby boys were more often dressed in pink than blue because it was seen as the more dominate color. Being closer to red, the color pink grabs attention much quicker than some cooler opponents. While now it is mainly used for brands that are geared towards women, it is still a color to consider as powerful and assertive, while maintaining its sensitive and calm vibe.

Blue

Blue is commonly used by offices and conservative corporate companies because it provokes feelings of dependability and loyalty. It provides the consumer with a feeling of trust and security. It is a color most children describe as being associated with maturity. Companies like Walmart , Visa , AOL , and GE all use blue to invite these feelings in their consumers. Different shades of blue will promote feelings like tranquility, peace, and calmness. This coupled with the feelings of security and dependability is why a lot of brands choose the color blue.

Brown

Along with green, the color brown is often associated with the earth. The color promotes feelings of being grounded, rooted, whole, durable, secure, reliable, traditional, and supportive. Not many companies use the color brown for their logos, but with as many feelings as this color provokes, it should be looked into a little more. It is very familial and friendly.

White

White is often used in tandem with another color due to its lack of color. However, this lack of color produces many feelings that may be sought out in consumers. Feelings include purity, cleanliness, innocence, silence, light, clarity, efficiency, and simplicity.

Black

This color is very powerful and classy. It is elegant and sophisticated, while remaining mysterious, bold, and magical. It is another color that asserts dominance in the realm of expensive and prestigious. Using this color is highly recommended for companies wishing to make a statement while remaining bold and elegant.

Orange

This is a positive color that promotes many different feelings according to the shade. It has a fun, warm, energetic, active, spontaneous, and social vibe. It is warm and open, and promotes feelings of courage and confidence. Harley-Davidson Motor Company uses orange to promote their brand in order to make the buyer feel confident in their product and give them the courage to go ride.

Choosing the colors to use for your company can seem like a very daunting and difficult task. There are many shades and mixtures to consider, and different color combinations will make your customers feel certain emotions toward your company. Do your research in order to know what colors and color combinations will be right for you. If you would like any advice on what colors you should incorporate into your branding, or if you need a custom logo designed for your company, then contact us today!

© Individual Advantages, LLC 2017

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The S.M.A.R.T. Way to Navigate 2025 Tax Changes | Elgin, IL
February 4, 2025
Tax season is here , and businesses are facing one of the most significant shifts in tax policy in recent years. With over 60 tax provisions changing in 2025—including corporate tax rate adjustments, the expiration of key deductions, and increased IRS reporting requirements—navigating compliance while optimizing financial strategy is more complex than ever. Failing to stay ahead of these changes can lead to unnecessary tax liabilities, missed deductions, and potential penalties. That’s why businesses are turning to IA Business Advisors , whose S.M.A.R.T. (Strategic, Measurable, Attainable, Realistic, Timely) Management™ approach ensures your business remains compliant while maximizing financial opportunities during tax season. Why the S.M.A.R.T. Approach is Essential for Tax Planning IA Business Advisors employs the S.M.A.R.T. Management™ approach to help clients navigate complex challenges, such as the 2025 tax changes. 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Corporate Tax Rate Uncertainty The Tax Cuts and Jobs Act (TCJA) of 2017 reduced the corporate tax rate from 35% to 21%, providing major relief for businesses. However, this provision is set to expire at the end of 2025, potentially raising tax rates again unless Congress intervenes. Strategic tax planning is essential to mitigate financial impacts. 2. Small Businesses Face Higher Tax Burdens Many small businesses operate as pass-through entities (LLCs, S-Corps, sole proprietorships), where income is taxed at individual rates. The 20% Qualified Business Income (QBI) deduction , which significantly lowers tax liability for these entities, is also set to expire after 2025. This could mean a sharp increase in tax bills for business owners. 3. Reduced Deductions & Credits Several beneficial tax provisions are phasing out or changing, including: Bonus Depreciation : The 100% bonus depreciation for capital investments will drop to 50% in 2025, reducing immediate tax relief for equipment and property purchases. Research & Development (R&D) Deduction : R&D expenses must continue to be amortized over five years instead of being deducted immediately, impacting cash flow for businesses investing in innovation. State Tax Adjustments : Several states are decoupling from federal tax provisions, making compliance more complex for businesses operating in multiple states. 4. Increased IRS Scrutiny & Reporting Requirements The IRS has tightened financial reporting requirements, and businesses must provide more detailed records for income, deductions, and tax credits. Stronger enforcement measures mean that errors, discrepancies, or missing records could result in audits and financial penalties. With these changes, precision in bookkeeping and tax planning is more critical than ever . The best way to ensure compliance, minimize tax burdens, and optimize financial planning is to outsource bookkeeping to tax experts who stay ahead of evolving regulations. The Benefits of Outsourcing Bookkeeping for the 2025 Tax Season 1. Ensure Compliance & Avoid Costly Mistakes Tax law is intricate, and 2025 is bringing more complexity than ever before. Even small bookkeeping errors can lead to penalties, delays, or an IRS audit. By outsourcing to IA Business Advisors , you ensure that: Your financial records are meticulously maintained All tax law changes are applied correctly You meet reporting and compliance requirements 2. Maximize Deductions & Reduce Tax Liabilities Many businesses overpay in taxes because they fail to capture all eligible deductions and credits. With our expertise, we help you identify and maximize tax-saving opportunities, including: Energy-Efficient Building Deductions (Section 179D) for sustainability upgrades Work Opportunity Tax Credit (WOTC) for hiring employees from targeted groups Qualified Business Income (QBI) Deduction for pass-through entities Employee Retention Credit (ERC) for businesses keeping their workforce intact Disabled Access Credit for improving accessibility in your business 3. Stay Prepared for the IRS's Stricter Reporting Standards With the IRS ramping up compliance enforcement, financial record accuracy is more important than ever. We help you: Prepare for IRS reporting changes and audits Ensure accurate record-keeping to meet IRS standards Seamlessly transition to mandatory digital tax filing 4. Save Time & Resources – Focus on Growing Your Business Managing your bookkeeping in-house can be time-consuming, costly, and stressful. Outsourcing frees up valuable resources so you can: Focus on business growth instead of tax paperwork Reduce overhead costs associated with in-house accounting staff Ensure your financial data is always up to date and audit-ready 5. Implement Smart Tax Planning Strategies With potential corporate and individual tax rate increases, businesses need to plan strategically. IA Business Advisors can help you: Accelerate income recognition to benefit from lower tax rates now Defer deductions to offset higher taxes in the future Optimize depreciation deductions to maximize tax relief Future-Proof Your Business with IA Business Advisors The 2025 tax season isn’t just about compliance—it’s about strategy. Outsourcing bookkeeping is a proactive investment that ensures your business stays financially healthy and well-positioned for growth, even amid shifting tax regulations. With IA Business Advisors , you’re not just outsourcing bookkeeping—you’re gaining a trusted financial partner who will guide you through tax season with precision, efficiency, and expertise. Don’t Wait—Get Your Books in Order Now Tax season is in full swing, and the longer you wait, the harder it becomes to stay ahead of deadlines and maximize tax benefits. Let us handle the complexities of bookkeeping and tax planning so you can focus on what you do best—growing your business.  Contact IA Business Advisors today and take the stress out of bookkeeping and tax season!
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Prioritizing your well-being in a busy world can seem elusive, but it doesn’t have to be. With good intentions, you can take the time you need for yourself.
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We always like to say that you don't need a new year to set new goals, but I think we can all agree how good it feels to have something feel new energetically.
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Driving with Clarity: Why Your Small Business Needs a Cash Flow Model Running a small business is much like driving a car—you need clarity to stay on course. At IA Business Advisors, we believe clarity comes from making decisions grounded in S.M.A.R.T. principles: those that are Specific, Measurable, Attainable, Realistic, and Timely. Yet, too many small business owners rely solely on their income statements. While valuable, these statements function like the rearview mirror: they reflect where you’ve been, not where you’re headed. If your goal is to grow or address cash flow challenges, focusing only on past performance can leave you unprepared for what’s ahead. That’s where a Cash Flow Model—your windshield view—provides clarity and empowers you to lead your business with confidence.
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By grounding decisions in continuous learning, you support not only your growth but also strategic progress for your team and organization.
By Mary Smith October 29, 2024
Written by: Mary Smith
October 24, 2024
Hello, team! Mary here, continuing our journey through the I in Team series, where we empower you to find , be , and build your influence. Brian and I discuss emotional intelligence in our book series and we wanted to bring some of the topics we discuss to you here as well. If you’re curious about diving deeper into emotional intelligence, check out our series and the other books linked in this article. If you just need a refresher, the following tips are for you. Pause Before Reacting When faced with difficult or emotional situations, take a moment to pause, breathe, and reflect. Reacting based on your emotions will likely not help the situation and could make things worse. By taking a moment to pause, we allow ourselves to sit with our emotions, understand why they are happening and where they are coming from, and consider how we want to respond to move the situation forward in a productive way. At times, you will be able to pause for a moment and think, but other times, you might need to step away and take a walk or a day to respond. By developing healthy coping strategies , you can handle tough moments with poise. If it helps you, write down the situations that evoke certain emotions. Over time, you may see a pattern which could aid you in knowing when you need to pause in the future. Build Rapport Building relationships with the people you work with, whether they be team members, clients, vendors, etc., can help support your ability to be emotionally intelligent because it develops both social skills and empathy for others. We build relationships through active listening, cooperation, and open communication. By making others feel valued, we set ourselves up to collaborate with them more effectively. Build relationships by asking questions and being genuinely interested in the responses. This strengthens bonds and helps you see the other person as a person and not an object (thus, building empathy). Book Recommendation: Leadership and Self-Deception Additionally, practice mastering non-verbal communication . Understanding body language, tone, and facial expressions can tell you a lot about what someone isn’t saying. The better you get to know someone, the easier you will be able to understand their non-verbal cues. Develop an Emotional Vocabulary Dr. Brene Brown said it best, “If we want to find the way back to ourselves and one another, we need language and the grounded confidence to both tell our stories and be stewards of the stories that we hear. This is the framework for meaningful connection.” Said another less-eloquent way, when we understand our emotional experience and have the language to describe it, we create paths for connection. Book Recommendation: Atlas of the Heart The above recommended book contains 87 different emotions researched over decades to help us gain a better emotional vocabulary to describe our and others’ experiences . In developing our emotional vocabulary, we improve the clarity of our conversations and reduce confusion that can lead to more detrimental emotions and situation. Encourage Emotional Intelligence in Others At times, it can be a lot easier to understand and manage our own emotions when we are surrounded by others who share our drive to be emotionally intelligent. Start by encouraging emotional intelligence in others on your team. Lead by example and model good emotional habits (like those listed here). Your emotional tone helps set the culture for the workspace. By understanding and managing emotions, we help lift our team’s culture and demonstrate how successful we can be by being emotionally intelligent. Bottom Line Understanding and managing our emotions for increased emotional intelligence helps us navigate complex interpersonal dynamics which is crucial for long-term success in business. Consider when you need to take a step back, build positive relationships with those you work with, develop your emotional vocabulary, and lead by example to help others realize how valuable emotional intelligence is.
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In a world that’s constantly evolving, the most successful individuals and organizations are those that embrace continuous improvement. But it’s not just about making small adjustments. True continuous improvement is a structured approach to self-assessment, goal setting, and execution. At its core, continuous improvement is the practice of continually refining processes, products, or skills to enhance performance and efficiency. Whether you're leading a team or seeking personal development, the key to success lies in setting clear, actionable S.M.A.R.T. Goals. This is where the S.M.A.R.T. process comes into play—a simple yet powerful tool that transforms improvement from a vague concept into measurable, actionable steps. The S.M.A.R.T. Framework for Continuous Improvement To make continuous improvement practical, you need a roadmap. The S.M.A.R.T. framework—Specific, Measurable, Achievable, Relevant, Timely—ensures that your goals are clear and attainable, while pushing you to stay focused on consistent progress. Specific : Broad goals like "I want to improve my business" are difficult to act upon. Instead, break down your goals into specific actions. For example, "I want to increase customer satisfaction by reducing response times." Measurable : Improvement should be quantifiable. If you're working on reducing response times, set a measurable target, like "Reduce average response times by 20% over the next quarter." This helps you track progress and ensures you're moving toward your goal. Achievable : Continuous improvement should stretch your abilities but not set you up for failure. Ensure that the goals you set are realistic given your current resources and capabilities. If your team struggles with resources, scaling response times by 50% may not be achievable—but 20% might be. Relevant : Improvement efforts should align with your broader objectives. Before setting a goal, ask yourself how it supports your overall vision. In this case, faster response times directly tie into improving customer experience and satisfaction—making it a relevant focus. Timely : Without a deadline, goals risk becoming indefinite projects that never fully materialize. Set a clear timeline for achieving your goals—e.g., “Reduce response times by 20% in the next three months”—and hold yourself accountable. Creating a Culture of Continuous Improvement For businesses, embedding continuous improvement into the company culture can yield incredible results. Employees become more engaged, inefficiencies are identified and addressed faster, and innovation thrives. It’s not just about solving problems—it’s about consistently asking, “How can we be better?” On an individual level, the S.M.A.R.T. process can also be a game-changer. It pushes you to identify areas of growth, take control of your progress, and actively pursue success. Whether it’s learning new skills or refining processes at work, having clear, measurable goals allows you to make tangible improvements over time. The Power of Reflection and Feedback Another key to continuous improvement is building in regular periods of reflection. Are your S.M.A.R.T. Goals working? Have you achieved the milestones you set? This reflective practice enables you to adjust your approach as needed. Similarly, feedback is an essential part of the process. Encouraging open communication with colleagues, mentors, or even customers can provide valuable insights that drive improvement. Treat feedback as a tool for growth, not criticism, and integrate it into your improvement strategy. Conclusion: Start Your Continuous Improvement Journey Today The path to success is paved with consistent effort and strategic thinking. By adopting the S.M.A.R.T. approach to continuous improvement, you can transform the way you work and lead, ensuring that progress is not only possible but measurable and sustainable. Now, ask yourself: What’s one S.M.A.R.T. improvement you can start working on today? Take the first step on your continuous improvement journey, and watch how incremental changes lead to extraordinary results.
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