Everyone knows the very basic colour psychology tips and tricks that can aid them in their marketing schemes and printed promotions. Red stands for love and danger, green signifies nature and wealth, and blue is relaxing and calm. But further research into the science behind colours has revealed some intriguing facts that may well be of use to those planning their latest printed promotional push. Neil Forrest, Director of CardsMadeEasy, the business printing experts who have seen a wealth of colour combinations pass through their printers, says, "Choosing the right colours for printed business materials is crucial to conveying the right message. There are certain failsafe rules that everyone knows and understands, but looking into the psychology of colours in more detail can bring up some interesting facts that might just sway a design decision." We all know that red is an energetic, vibrant and strong colour, but did you know that red is thought to make students perform poorly in exams? The colour red is hypothesized to impair performance on achievement tasks because of its association with danger and subsequently failure. Red is also proven to increase appetite, which is why it is used in the signage and logos of so many fast food restaurants, the most famous being McDonalds and KFC. Yellow is a cheerful and warm colour and is said to represent intelligence and energy. However, yellow also makes babies more prone to crying. This is surprising news for all the parents who chose to paint their baby's nursery in a sweet shade of yellow, but it is a scientifically proven fact brought to light by the American Psychological Association that babies in yellow rooms cry much more. Anyone planning on designing a selection of printed leaflets and flyers with baby clothes, toys or other accessories to promote, stay away from bright yellow. Blue is the colour most often preferred by men. It is a calming colour, which is why it is the most popular shade to paint an office, and blue actually curbs appetite, in direct opposition to red. Remember this when designing a new menu for a restaurant or printing an advertisement for a brand new bakery that has launched. Blue is productive, but not invasive, which is why it is often used for corporate signage such as HP, Samsung and IBM. Pink is often thought of as a girly shade, and this is partly due to societies constructions of gender, but clean and tranquil shades of pink can often have a calming effect. Indeed, ‘drunk tank pink' is a shade used in prisons to calm unruly inmates. Green is associated with nature, money and health, and funnily enough, workers in green environments have less stomach aches than those in other coloured workplaces. Black is associated with mourning, death and evil but also slimming; Ancient Egyptians even though that black was the colour of life and rebirth. Many luxury brands such as Chanel and Prada opt for clear, black logos because it can create an air of elegance, especially when combined with hints of gold and silver; the colours of luxury.