The importance of color in analytical reports can be determined by several factors. Many analysts believe that the final results/numbers will speak for themselves and overlook this vital step. Often, just knowing your audience (the person reviewing the report) can be insightful. The goal is to showcase the results in an organized, professional snapshot that encourages information absorption. Color can detract from the overall message and promote discord, so that the actual intention of the report will not be assimilated efficiently. If your goal is to distract the audience from your information, then read no further. However, if it is to understand how color can promote greater comprehension, then continue.

Easy color selection can start with knowing your corporate colors. Most modern companies have a marketing person or brand specialist that can help define the specific color palette. Otherwise, the colors for the report are decided by the analyst. The first steps in implementing and achieving color harmony in any report is to understand color theory and apply a simple color formula.

Color Theory

Learning about color theory began for most of us in elementary school art class. The theory examines how colors fall on a spectrum and relate to one another. Associating color with personal and professional awareness began with studying the existence of color and its perception of the visual world. Assigning importance to color depends on its fundamental relationship to human connectivity. Many of us have a favorite color. Memory colors exist and can promote a mood or feeling. The business world did not escape the subjectivity of color. In many ways, organizational colors have forged the framework to understanding the nature of color and how each relates to the next.

Simple Color Formulas

Most color formulas are based off the color wheel derived from color theory. Figure 1. Some of the formulas require practice to achieve, but simple formulas are easy to adopt. Following these color formulas can be the first step in bringing color harmony to business reports. When a document has color harmony, the information is quickly and easily discernible. It’s not rocket science or extreme mathematical equations; however, these color formulas are used to maximize visual effectiveness. Here is your color formula starter kit:

• Complementary colors: This formula is about finding the opposite color. For instance, if the logo is in red, then using a green to offset the red will balance the overall report. Figure 2. Easy to remember: a complementary color formula, opposites attract; sounds like the perfect soulmate.

• Analogous colors: Used by many corporations, the analogous color formula uses three colors to create a mini-color palette. If the color is green, choose the color on each side of green to form the harmonious trifecta. Figure 3a. Expansion of this palette can be created by finding the colors on the spectrum between the three original colors. Figure 3b.
• Triad colors: This is the more complex of the “simple” color formulas. Start by selecting the first color and then selecting two other colors from the color wheel to form a triangle. Figure 4. The color distance from each choice actually creates an eye-pleasing palette.

Color Palettes

The best resource when choosing colors for a visual presentation or report is an already-designed color palette. As mentioned above, try using a corporate color palette to add color. Figure 5. Typically, the selection of colors is used to accompany a logo or brand image. A color palette will consist of multiple color choices. The only caveat is which one to choose as the dominant color. For instance, if the primary color of the palette is red, the overall view of the report could result in an overzealous amount of red. Figure 6. Red can signify “danger” or “proceed with caution”. While red is a very popular corporate color, using it thoughtfully will provide brand positioning without overpowering or derailing the message. Color generates a mood and can influence the reaction to the report. Not only does choosing the right colors achieve balance—colors can convey a visual message triggered by a known contextual meaning.

Meaning of Color

If you Google “What does color mean in business”, approximately 146,000,000 options provide the answer and the similarity among them is high. Yes, color has meaning. Individuals have studied what colors mean professionally and why choosing one over the other is crucial for a business. This concept is relevant for reports, as bold colors can express a “pay attention to me” indicator. Using color to evoke an emotional response will spark greater interest than a report void of color. Figure 6. Try removing color from the report—is it asking for a response? Thoughtfully choosing a color, achieving color balance and knowing what that color means is a very powerful approach to reports. When a report disregards this concept, the result can reflect poorly on those presenting the numbers. Haphazard, disjointed color choices show a lack of concern for follow-through and can result in sending the wrong message, even if report contains favorable results.

Audience Variable

The audience, or the person receiving the report, can affect color decisions as well. Giving weight to the opinion of this group or person may determine the overall color scheme. If the client’s logo color is forest green, applying one of the previously mentioned color formulas to that green will be the easiest path. When using a client logo color, make sure the color is correct and recognizable as the brand. Choosing any green will not be effective. Personalizing the report to an individual preference could be considered a compliment by presenting a report in the person’s favorite color. The magic key to color is knowing the audience and catering to that preference. Truly, it is about thoughtful color selection.

Color Vision Deficient

Speaking of audience, about 4.5% of the world population is Color Vision Deficient (CVD), and color decisions could change if the client falls within this group. The largest segment of Color Vision Deficient individuals is affected by red and green colors. In the analytics field, red and green are typically used to discern sentiment or positive and negative attitude. While this group handles color on a daily basis, selecting color while building the report to include CVD individuals will only broaden the audience. To gain the most audience visual comprehension, sentiment can be visually represented by a golden yellow for positive and darker blue for negative, as an alternative. Figure 7.

Summary

Achieving color harmony in business reports provides a visual platform for presenting the information effectively. Using simple color formulas to structure the use of colors creates color harmony and increases comprehension. Comprehension significantly decreases when a report uses the wrong color or color combination, signaling the visual brain that something is out of place. Color is important; and ignoring this vital step while creating a report may distract the reader from the intent. By knowing the audience and having a basic knowledge of color formulas—generating a powerfully professional report is absolutely possible.