We can use the emerging science of color to make a stronger impression.

For example, there’s a widespread impression that soft hues and gentle colors are relaxing, and that relaxation is a good state to be in for paying attention and learning in an optimal way. But the research indicates something a little different. It turns out that students pay better attention and retain more when they are subjected to bright, vivid colors—especially reds and yellows.

This finding suggests that it might be a good idea to throw away those beautiful pastel slides you’ve developed and instead give your audience some pulse-pounding, vivid reds and yellows. It turns out that these colors do raise the heart rates of viewers, and that seems to be connected to greater alertness and, thus, enhanced memory.

Color selection in the design world tends to follow trends, as olive green, say, becomes the color of the moment, only to give way to lavender. You may have to buck some design trends in order to convince others on your team to accept bright yellow and red.

OK, so what........

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