Looks matter. So much so that research by the secretariat of the Seoul International Color Expo documented 93 percent of test subjects put the highest importance on visual factors when purchasing products. Yet only 6 percent said that the physical feel (sense of touch) was most important. Hearing and smelling each drew a meager 1 percent.

So let’s take some action here and make you (and your business) look better. Oh yeah, and looking better is mostly about color! One part of the Seol project I didn’t share yet was this — research reveals people make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on color alone.

Now that you know the importance of color, it’s time to adjust your hue and be 100% congruent with your Immutable Laws. Don’t know what Immutable Laws are? Shame on you, read the book! I digress. I digress. Back to the colors, here’s the palette and what it means:

Red – Indicates excitement, strength, sex, passion, speed, danger, stimulation and intensity.

Blue – Indicates trust, reliability, belonging, coolness, consistency, dependability, quietness and freshness. Blue is the favorite color of most people.

Yellow – Indicates warmth, sunshine, cheer, happiness and enlightenment.

Green – Indicates nature, fresh, cool, growth, abundance, soothing, refreshing, healing, tranquility and environment.

Black – Indicates sophistication, elegance, seductiveness, mystery, power, mystery, strength, magic and sorrow.

White – Indicates purity, clean, youthful, mild, lightweight, pristine, bright, innocent and friendly.

Orange – Indicates playfulness, warmth, vibrancy, energy, inviting, friendly, vital, tangy (not sure what that really means), whimsical and loud.

A quick disclaimer before anyone gets their undies in a bunch. These interpretations of colors are based on the typical North American eye. Color interpretation in the Far East, Europe and in Africa, for example, all vary. So before you start changing colors left and right, know who you are communicating with.

That’s it, Chiefy. You now have the inside track to looking better. It’s all about color. Get to work!