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Colour is a meaningful constant for sighted people and it's a powerful psychological tool. By using colour psychology, you can send a positive or negative message, encourage sales, calm a crowd, or make an athlete pump iron harder. Employ the latest colour psychology in all facets of marketing and particularly in logo design, web site design, the cover of a book, or the package of a product. The field of industrial psychology has a sub-field that studies only the psychology of colour. It is no accident that Campbell's soup has used the same four colours on their labels for years and years. When I mentioned that product, I'll bet an image of that label popped into your head.