Channels, Fall 2017

Channels • 2017 • Volume 2 • Number 1 Page 7 Unfortunately, color is a material so beset with silly misunderstandings and imagined magic that it is the editor's worst temptation. It is perhaps even more difficult to exploit simply and forthrightly than to use type simply and forthrightly. (p. 347) Colors used badly in print and online documents can distract users, decrease their performance, and increase difficulty for the users (Keyes 1993). Not only can colors be destructive in an ordinary workplace setting, but its misuse can have negative consequences on a cross-cultural scale (Madden et al. 2000; Vanka and Klein 1995; Kimball and Hawkins 2008). Certain colors have different meanings, positive and negative, in different cultures, which can potentially lead to misunderstandings and perceived offense (Madden et al. 2000; Vanka and Klein 1995; Kimball and Hawkins 2008). White (1991) offers advice for properly using colors: “Color judgment should not be based on subjective, personal ‘liking.’ It must be used deliberately, fulfilling specific needs and purposes. It is not an artistic material but a communication material” (p. 349). Analysis Color is a potentially powerful tool for effective communication and productive results. However, technical communicators seem reluctant to use color fully in their work. They may fear inadvertently misusing color, which could result in misunderstandings and negative consequences that they could have avoided. Despite the risks and uncertainty, technical communicators should not avoid using colors. They may not realize it, but color can be an extremely useful tool. Color, utilized properly, can set a product or piece of information apart from its competition and help users better comprehend and navigate the information. Be Aware and Informed Being aware of color’s subtle effects is important for technical communicators. It is easy to underestimate or even forget that color can subtly affect people’s opinions and moods. Technical communicators should not forget that color is a powerful stimulant that has connotative meanings for users. They also need not fear using colors; being afraid or uncomfortable can hinder a technical communicator’s ability to producing excellent content. Instead, technical communicators must only be aware that they can utilize color well. They must remember that color can be a hit or miss if not used appropriately. Knowing that color can be used as a powerful tool is a start to using color effectively. The next step is be informed and knowledgeable about color. Once aware and comfortable, technical communicators should not recklessly use color in their work. They need to make informed and deliberate choices in their use of color. If they don’t, they risk misusing color, hurting their product’s usability and sending the wrong messages to the audience. Misusing color can not only have local and national consequences but also global ones. With technology and social media connecting the world every day, technical communicators must always consider how color is perceived and used in different cultures. What is seen as