The colour brown is reassuring, comforting and reliable.

Colour has a huge impact on us and, used correctly, it can have a positive impact on our business marketing. It can visually identify the brand's characteristics, values and aspirations.

Brown is a warm colour - the colour of earth, wood, stone, reliability, security, healing, home, grounding and honesty.

It is a natural, neutral colour that is typically associated with the seasons of autumn and winter.

The colour brown affects the mind and body by creating feelings of wholesomeness, stability, and peace. Brown provides cosy feelings of relaxation and warmth.

Chocolate brown represents the most delicious of foods.

The Color Marketing Group, an American company, specialises in colour research, consultancy and projections.

Their research tells us that:

• colour increases brand perception up to 80%

• colour widens readership by up to 40%

• colour ads are read up to 43% more than the same ads in black and white

• colour may influence the customer's buying decision by up to 85%.