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3 Color Truths You Want to Know

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By Patrick Fultz

We’ve all seen them … color charts with a description of color and how we’re supposed to feel about it. Broad sweeping statements are made and graphics are created titled “The Psychology of Colors.”

The reality is much more complicated. We select color based more on our personal experiences. Research done by Karen Schloss and Stephen Palmer tackles this, focusing on evolution. The main theory — we like colors tied to things that are healthy and promote survival.

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Headshot of Patrick Fultz

Patrick Fultz

Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.

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