Bid strategists and bid managers:  It pays to know your colour associations.

North American brand-building expert, Debbie Allen, recommends everyone responsible for producing any type of marketing piece (which, in its broadest sense, would include bid submissions) acquaint themselves with the psychological associations of various colours:

• Black – authority, power, seriousness.

• Grey – authority, professionalism, genuineness, practicality.

• Brown – nature, earthiness, simplicity, richness, depth.

• Blue – security, authority, success, professionalism, trustworthiness.

• Red – energy, excitement, passion, action, aggressiveness.

• White – purity, hygiene, sincerity, simplicity.

• Orange – celebration, fun, youth, affordability.

• Green – health, freedom, freshness, nature.