Clothing and its influence on the first impression. Presentation on the topic “smells and colors in business communication” The color of clothing affects other people’s perceptions of you

Essay
discipline: Business communication
topic: "The meaning of color in business communication"

Moscow 2013

You've most likely heard about the dress code, as well as the saying that people are greeted by their clothes. No one needs to be convinced of the importance of choosing clothes and accessories wisely. However, this usually implies style. But it turns out that the color of clothes and accessories is no less, if not a more important element of business communication technology. How does the color of your clothes affect your professional and personal activities? How to “read” the personality of your interlocutors by the color of their clothes? What messages do colors send to your subconscious?
It is no coincidence that since ancient times there has been a saying “You are greeted by your clothes...”. We can understand a lot about a person by his clothes, consciously looking at his outfit and accessories. The way a person dresses reflects his character, property status, level of education, and possibly profession. Analysis of clothing and accessories is presented at trainings as part of the study of business communication techniques, in particular, when studying personality typology.
But it turns out that our subconscious also receives very important information. It, regardless of our conscious efforts, reacts to the appearance of the interlocutor. Color plays a key role in this subconscious reaction.
The color scheme of the interlocutor’s clothing influences our subconscious, forming a certain attitude towards this person. This is evidenced by numerous scientific studies.
How are people's subconscious attitudes towards different colors formed? Scientists believe that such an attitude is formed by collective cultural traditions and biological associations. For example, red is associated with aggression because many people's faces turn red when they are angry. Also, red is associated with danger, because this is how nature has historically developed - red insects signal: “Don’t touch me - I’m dangerous.” That's why people started painting panic buttons and stop valves red.
It is interesting that people subconsciously choose the color of clothing that matches their character or state of mind at the moment. A young man in black most likely will not be sociable and talkative. He subconsciously celebrates that black is the color of protection and privacy. It is no coincidence that monks wear black vestments. However, you can use the color scheme of your clothes consciously in order to position yourself in communication with other people the way you need. This is a very effective business communication technique. From the first second of communication with a stranger or acquaintance, you can send the signal you need to his subconscious.
Please note that there are active and neutral colors. Neutral colors convey the least amount of information to the subconscious. These include: beige, black and white. Beige is a “no” color. It can be used if you don't want to draw attention to yourself at all. Black, as stated earlier, is the color of protection. Its neutrality is associated with secrecy. White color carries only social associations (marriage in the West, funerals in the East), in nature it is simply a fusion of all the colors of the rainbow, purity with emptiness.
Another important point. The meaning of colors can vary somewhat for different nationalities. The list below was developed for Western European culture. So, below is a detailed table of color meanings.

In a survey about the meaning of color comes to the fore when compiling exactly business wardrobe. Indeed, in this area, a person’s appearance is subject to the most critical assessment by others. Often, a person’s career, self-realization, and a sense of relevance and self-respect depend on this.

Each of us chooses clothes in the shades that we like. The process of human perception of color is unconscious. In addition to the natural reaction of our body, life experience plays an important role in the perception of color. Considering personal color preferences can almost unmistakably reveal a lot about personality and character. That is why psychologists advise people who want to develop the missing necessary character traits and somewhat smooth out its negative aspects to do the opposite: to buy clothes in those shades that correspond to the necessary qualities.

Due to certain requirements, a business wardrobe leaves little room for imagination and experimentation. But different areas of activity have different requirements. And there are secrets here. A person who, as part of his job, spends a lot of time in direct communication with different people and speaks in public, should dress as neutrally as possible, but at the same time inspire confidence. A large crowd of people implies a wide range of views and tastes, and everyone has to please. Here it is worth choosing those colors that least likely evoke strong emotions.

A palette of gray tones in a business wardrobe

The palette of gray tones belongs to such neutral colors. At the same time, it is also important to know that dark gray shades somewhat isolate you from the outside world, while light gray shades promote communication and mutual understanding more than dark ones.

Pastel colors in a business wardrobe

But if you want to hit the mark and be sure that everyone around you is happy with your appearance, then opt for muted warm pastel colors. This image calms, relieves stress and encourages pleasant communication.

Basic colors in a business wardrobe

Clothes for the office largely depend on the rules adopted at a particular enterprise. But in the classic version, the main colors for suits, jackets, skirts and trousers are dark shades of red, blue, green, brown, as well as gray and black. I would like to note that all dark shades are less positive in perception than light shades. Therefore, do not forget to color your outfits with bright colors using blouses and accessories where appropriate.

The outfits of creative people in their respective professions is a separate issue. There are no special laws here, because these people can afford any, even the brightest, colors. In addition, their color preferences are often very dependent on current fashion.

White and black colors, as well as shades of gray, are the basis of a modern business wardrobe. They are an excellent background for most other tones, significantly increasing their intensity. You can always dilute two chromatic shades with one achromatic one. But you shouldn’t get carried away with black in large quantities: its excess is depressing.

The meaning of gray and blue colors

If you want to create your look in dark colors, you can consider a dark blue palette and a graphite gray shade. Such tones leave an impression of stability, respectability and sophistication, and do not evoke strong emotions.

The variety of shades of green in a women's business suit expresses conservatism and professionalism. They calm and balance. For managerial positions, a green suit that matches the color type of appearance is indispensable in the wardrobe.

Dark red tones are a symbol of respectability and self-confidence. Lighter shades of red are not accepted in business attire, but they are great for various additions and accessories.

Be careful with dark tones of brown in large quantities. Although this is the color of stability, down-to-earthness and traditionalism in views, when in excess it is just as depressing as black. Light shades of brown - sand, beige, etc. - are perfect for warmer times. They are unobtrusive and very conducive to communication and trust. But when choosing the color of a blouse, beige tones can give the impression of stale clothing. Such blouses should be tried on under a specific suit in front of a mirror to evaluate the final result.

Each color affects our psychological state. Some colors attract attention, others, on the contrary, repel. Therefore, the color of the clothes we wear creates certain psychological sensations from our presence in those around us. By understanding the meanings of colors, you can manage the impression and create.

It should be taken into account that there are various factors influencing the perception of color, such as age, social status, territorial factor, as well as individual psychological characteristics

Blue/light blue color

The blue color inspires trust and creates the impression of seriousness, thoughtfulness and reliability. This is the color of authority; it is no coincidence that the business dress code for men at official business events prescribes wearing a dark blue suit. Blue color calms, but at the same time keeps you in good shape. Represents conservatism. Blue color is conducive to communication. Choose blue clothes when you want to overcome anxiety and excitement. This color is attractive to people of phlegmatic temperament. The combination of blue and white is considered ideal for careerists; this combination develops flexibility and the ability to adapt. This color is necessary if you need to restore balance in life. The most popular corporate color. The color of wisdom. Causes processes in the body that promote relaxation. Blue clothing symbolizes trust and loyalty.

Turquoise

Combines the positive properties of both blue and green colors. It has the ability to strengthen all body systems and gives rise to self-confidence. Wear turquoise to give yourself confidence and strength.

Green color

This is the most comfortable color for visual perception. Green color relieves fatigue and improves tone. The ideal color for gaining strength. This is the color of stability and prosperity and is often chosen by bankers. A dark green suit for men is a sign of conservative views, but at the same time, a small accent of this color in a tie creates the impression of a stubborn person. Light green, on the contrary, personifies youth, lightness and frivolity. In Islam, green is associated with heaven. A symbol of will and self-affirmation. Represents growth and development. Green helps suppress feelings such as jealousy, envy and greed. If you are a stylist-image maker, then be sure to take the course “Psychology for a Stylist”.

Red color

This is dynamics and passion. A woman in a red dress is always noticeable. Red should be worn when you want to attract attention and be in the center of events. But at the same time, if you want to establish contact and win over your interlocutors, it is better to choose softer shades of red, because rich red can not only attract attention, but also psychologically suppress, it is a very authoritarian color. Choleric people love red. In most Asian countries it symbolizes marriage, happiness and prosperity. People in red clothes seem more respectable. At work, too much red can make you nervous. A small element of red in clothing will help emphasize courage and energy. Add this color to your life if you lack enthusiasm and interest in life.

Pink color

The color of tenderness and love. When a girl puts on pink clothes, men awaken the desire to protect and protect her. Evokes tender feelings. Among men, pink is chosen only by the most confident. The color is absolutely not suitable for the business sphere, because it can be associated with naivety and frivolity.

Purple

In ancient times, purple dyes were extremely expensive as they are rarely found in nature, so only members of the royal family could afford purple clothes. Since then, the color has been associated with royal grandeur and respectability. The color purple expands the imagination of creative people.

Orange color

Orange is the color of joy and optimism. Scientists say that prolonged contemplation of the color orange compensates for the daily dose of vitamin C. Orange creates a feeling of well-being and positivity, it gives energy and lifts the mood. This color is not recommended for use in a business environment unless your business is related to creativity. Symbolizes creativity, inspiration, uniqueness and activity. Awakens appetite. Orange rooms are conducive to conversation. This color is clearly visible, which is why it is present in the clothing of road workers. Choose orange clothes when you need to lift your spirits.

Yellow

Just like orange, it lifts your spirits because it is associated with the color of sunshine and joy. Yellow, being a very bright color, always attracts attention. By choosing yellow clothes on a cloudy day, you will ensure a good mood for yourself and those around you. Yellow, like orange, is attractive to sanguine people. Radiant color. Symbolizes intelligence. Yellow in combination with black is considered a sign of danger; most poisonous insects are painted in this color combination. In Japan it is associated with courage. Yellow carries the semantics of change, discharge and dynamic tendency. It personifies humor; it’s not for nothing that emoticons are colored yellow. Speeds up metabolism. Physiologically, it is the first color recognized by human vision. The visual sensation is brighter and more voluminous than white. An unbalanced person can be driven to extravagant actions by an excess of yellow. Yellow is suitable for those who are insecure and those who need to attract attention. In small quantities it can give vigor and increase concentration. Improves memory. Yellow and purple are considered a mystical combination.

Brown color

Brown color is attractive; it is associatively warm and soft. This color promotes frank conversations. Well suited for a first business meeting or interview, in brown you will give the impression of a respectable, practical, stable and attractive person. This color helps in trade and financial matters. Brown imparts wisdom and the ability to maintain smooth relationships.

Grey colour

A neutral color, it does not evoke strong emotions, therefore it is suitable for a business environment, as it does not distract from concentration on important matters. Gray is the color of balance. Also, if you want to show your willingness to obey the rules, this may be relevant in a new workplace, wear gray. Gray symbolizes calm, regularity, security and maturity. But, at the same time, frequently wearing gray clothes may not have the best effect on your image; you risk appearing as a faceless, withdrawn and uninitiative person. This color is indispensable in situations where you need to take the position of an outside observer, remaining on the sidelines. Native Americans associate this color with honor and friendship, while in Asia it is a symbol of compassion. Gray color is especially pleasant for melancholic people.

White color

Symbol of purity and lightness. Psychologically “quenches” irritation. White clothes are solemn and elegant, since white is a very easily soiled color; unlike other colors, it does not appear so often in an everyday wardrobe, so white always attracts special attention. Throughout the world, the white flag is a symbol of reconciliation. A very bright white color can cause a feeling of anxiety and discomfort for some. At the same time, this color promotes clarity and freshness of thought.

Black color

Black color is elegant, but it does not catch the eye and does not stand out from the crowd. Positive associations: sophistication, grace, dignity and mystery. In China, oddly enough, this is a color for young children, in Asia it symbolizes career and knowledge. In Japan it is a rebellious color. Black color strengthens the will and helps to concentrate. Black builds distance, helps to distance oneself, it is chosen by people who communicate a lot, which is why in many stores consultants are dressed in black. Color therapy classifies black as a color that stimulates self-confidence.

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Man is a part of nature. And people, like any other living beings, have certain instincts. One of these instincts is the reaction to smell. Just like animals, who, for example, can recognize “friend” and “stranger” by smell, we can also be guided in our behavior by smells and aromas.

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Did you know that in Europe there have long been trends in perfumery that are aimed at creating fragrances for shops, cafes, restaurants, and hotels? Why, you ask? Now you can answer this question for yourself. Remember how when you enter some expensive store, for example, shoes or clothing, you immediately feel a light, pleasant aroma. For some reason, you immediately associate it with wealth, luxury and prosperity. And somehow an involuntary desire arises to purchase something from this store. Do you understand now? Smell can instantly send impulses to our brain, prompting us to take certain actions. And various commercial organizations use this. For example, it is known that the smell of leather in salons where leather products are sold (even leatherette products) can significantly increase sales. In grocery stores, this effect can be produced by the smell of watermelon or cucumber, in clothing stores - the aroma of vanilla, lavender, basil, mint and lemon. Now do you understand how luxury perfumes can affect your interlocutor’s perception of you?

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The meaning of color in business communication The color of clothing and accessories is an important element of business communication techniques. The influence of the color scheme of the interlocutor’s clothing on the subconscious. Business etiquette requirements for the color scheme of a classic suit. Norms and rules of nonverbal communication in different countries.

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The clothes and shoes of a business person significantly influence the image. A business suit should be strict, without flashy colors or extravagant cut. It is very important that the clothes fit the figure, match the gender, hair color and other features of his body, are clean, ironed and tidy. The main elements of a business man's clothing are a suit, shirt and tie. Suits in dark colors are more suitable for winter, and light ones for warmer weather. Suits in dark gray and dark blue are suitable for all seasons. Three-piece suits are comfortable. Small-check jackets with plain trousers are also suitable; in a formal setting, the jacket should be buttoned. Shirts are preferably made of cotton and Polina. The most suitable colors for them are white, blue, beige, ivory, striped or barely noticeable checkered. The cuffs of the shirt should protrude 2-3 cm from under the sleeve of the jacket. Shirts in red and black colors, as well as shirts with short sleeves, are not suitable for business clothes. Low shoes and boots for services and receptions are preferable to black. Brown shoes are suitable for suits in brown and beige tones. Shoes with thick soles, sandals and sneakers are not suitable for receptions. Socks should be long, and their color should be slightly darker than the color of the suit and slightly lighter than the shoes.

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A businesswoman can wear a dress or suit in strict and modest tones for daytime receptions. For receptions organized after 20:00, it is recommended to wear more elegant and revealing evening dresses. They can be long or regular length. In this case, her clothes are complemented by evening shoes made of leather or suede with comfortable heels and a small handbag. A business woman's cosmetics should be discreet, and the smell of perfume should be barely perceptible. An essential piece of jewelry for a business woman is a wedding ring. This is a sign that her attitude towards others is only businesslike. At work, a woman should wear as little jewelry as possible, and what she does have should serve her business image. An integral attribute for a woman in society is a briefcase or handbag, made of good quality leather, without bright decorations. Women's and men's clothing may be subject to fashion changes. However, a business suit must be subject to such requirements as convenience, rationality, elegance and correspond to intelligence, efficiency, high internal culture and good manners. A person’s career and destiny depend on appearance, clothing, intelligence, ability to communicate, and ethical education.