What color IS your power Clothing hue can have a subtle but significant impact on professional success?

By CHARLOTTE STOUDT

"The art of making the deal is driven by color," says Cathy Glosser, vice president of licensing for the Trump Signature Collection, the Donald's line of business wear. If you think she's over-stating the power of what you pull out of your closet in the morning, consider the following: One recent study found that male job applicants wearing dark business suits were perceived as more powerful and competent than those who wore lighter suits, At West Chester University of Pennsylvania, researchers discovered that a woman pictured wearing a black dress was deemed more intelligent, powerful and attractive than the same woman seen wearing the same dress in any other color.

Croupiers at casinos wear red because the color has been demonstrated to elevate blood pressure, quicken breathing and encourage risk-taking behavior in gamblers. And research repeatedly shows that wearing certain colors in the workplace (any workplace)'can have a tremendous psychological impact on how people respond to you - and to what: you're selling.

  While these and other color studies suggest that the darker your clothing, the more authority you project, don't assume black is your best bet.

  "Wearing black is the most common mistake people make in terms of professional color,” says Catherine Frate Witt, a Maryland image consultant and event planner. "It's to harsh on most people and can emphasize age." it’s not off-limits to everyone, however, "Black is stunning on those with 'winter' coloring: dark hair and complexions with blue overtones, such as Demi Moore." she says.

Sandy Dumont, a consultant who helps individuals and corporations dress for success, also thinks black can easily detract from a winning image. "On most men, black looks too slick. Unless you're in Hollywood or Vegas, you look untrustworthy, like a 'player.' On the other hand, a navy blue suit will still take you just about anywhere."

Color of aspiration

Genuine power dressing, says Dumont, means understanding the subtle variations in impact that each color can have. "Blue and green are really close on the color wheel, but you've never seen a green power suit," she explains. "That's because the color evokes the earth; it's grounded. Blue, on the other hand, reminds us of the sky and high aspirations, of infinite horizons."

  If you're looking to connect instead of command, consider wearing brown.. "Brawn says 'Dad’”, according to Dumont. "It's non-threatening, and great for people who have to engage others in difficult conversations." She also cites the case of a psychiatrist who discovered his patients were more forthcoming when he wore brown instead of blue.

  The ultimate goal of using color as part of your pitch? Leading another person's eye to your face. "Think of yourself as a potential masterpiece," advises Dumont. "A canvas masterpiece permits one focal paint. The same rule applies to individuals. Your face must be that lone facial paint." When your face or hair blends into your clothes - say, for example, a pale blonde wearing a light pink blouse, or a man with salt-and-pepper hair wearing gray - "you can look passive," she observes. "That can be particularly undermining for women, who weren't born with men's deep voices and broad shoulders."

  But what women lack in physical scale, they make up for in color options. "We're lucky," says Dumont. "We can wear magenta, fuchsia, even yellow, as long as we look polished and classy." Her secret weapon is red. "Red is life itself, blood coursing through the veins. When I walk into a

reception or networking event wearing my red suit, everyone, and I mean everyone, turns around to look. Try it sometime."

  Not quite ready to go head-to-toe in a primary color? Try teal, which Angie Michael of Image Resource Group in Falls church, Va,, calls "the navy of the new millennium."

  As for the eternally vexing question of the power tie, Dumont offers a surprising example of a "don't": President Bush. She thinks the 43^rd president's preference for pale, China blue ties sends a confusing message. "Where's he going? To the country club? Out to dinner with his wife?

A pastel doesn't suggest a powerful leader. Dick Cheney, on the other hand, tends to wear red ties with small patterns. He looks authoritative."

  Then again, the power-tie rules can be successfully broken by, well, the successful. "Palm Beach Pink is our key inspirational color," says Glosser of the Trump Collection, referring to her boss's penchant for rosy neckwear.

  "Donald Trump has a home in Palm Beach, so in his case, wearing a pastel color is appropriate," observes Dumont. "But he's also saying,  'I'm so powerful I don't need to wear a powerful tie.'"

  Perhaps his preference is due to experience, not geography:” I used to wear red ties all the time, and I had a lot of good luck," Trump recently observed. Then a deal didn't go his way." After that, I don't wear red ties anymore."

Source: Sherwin Williams STIR magazine
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