Building theatre patronage : management and merchandising (1927)

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CHAPTER XXX COLOR ALTHOUGH the subject of color is very much involved, L and the matter is one which is mastered more by actual experience than by study of formulas, there are certain fundamental principles with which the manager should be familiar. The proper use of color affects many details of operation. Theatre decorations should be seasonal, restful, in good taste, and attractive. This is a matter of color. Effective theatre lighting of every kind involves the application of principles of color. Seasonal changes for the theatre also depend upon changes in color. Effective advertising in many forms depends upon effective use of color. Color influences the emotions. We know from our own experience that different colors suggest different moods and different mental attitudes. For instance, light green suggests springtime, balmy coolness, and outdoors; red suggests danger, war, fire, and passion. There are so-called "cool" colors, such as green, blue, purple, and the combinations of blue-green, purple-green, and red-purple. There are so-called "warm" colors, such as red, orange, and yellow, with the combinations yellow-red and light yellow-green. There are so-called "neutral" colors whose emotional influence is relatively weak, such as gray, light silver, and light gold. The suggestion value of different colors can be summarized as follows: 1 . Black suggests gloom, sadness, sorrow, and death. 2. Gold suggests power, glory, achievement, conquest, and glamour. 3. Red suggests excitement, heat, danger, passion, blood, fierceness, conflict, fire, and war. 4. Green suggests rest, hope, refreshment, quiet, vitality, and productiveness. 5. Blue suggests serenity, coldness, constancy, extensive ness, distance, and dignity. 374