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.

The colour black implies self-control, discipline, independence and a strong will and gives an impression of authority and power.

Black can give an impression of elegance, sophistication and confidence as in 'the little black dress', or 'the black tie event' but at the same time it can be simple.

Black is also a very powerful colour that symbolizes class and wealth. Black combined with other colours can have a very strong impact.

The colour black fits in almost any design. It adds contrast and makes the other colours stand out more. Black is the colour of the hidden, the mysterious and the unknown.

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%.