Non-verbal aspects of written communication:
Colours and Pictures
Written communication involves any type of message that makes use of the written word. Writing skills are an important part of communication.
And I\'m sure that all of you know the key factors of effective written communication. They are grammar, spelling and punctuation, suitable structure and style of your document.
But the purpose of my presentation today is to explain the importance of non-verbal aspects of written communication. So I\'ll talk about colours and pictures.
How to use colours properly
The psychology of colours
Cultural significance of colours
People\'s colour preferences
Using pictures
How to use colours properly
I will start with some advice and basic rule s , which could help you to use colours properly
Pay attention on:
meanings of colours
cultural differences
gender and age of the audience
Use different tools to highlight the most important ob jects
Highlight no more than 10% of objects on a document
Use only two or three techniques at once to a voi d visual noise
Use dark, desaturated colo u rs to express serious and professional.
Use bright, desaturated colo u rs to express friendly and emotional.
Use fully saturated colo u rs to grab attention or to appeal to children.

Pay your attention on how colours will combine and sit with the other elements. Use the colo u r wheel t o create matching color schemes. There are a few different methods to approach the color wheel: monochromatic, complementary (in which two colors are chosen from opposite ends of the spectrum) , analogous (which selects three colors next to each other on the color spectrum) , triadic (which is composed of three colours on separate ends of the color wheel (forming a triangle)) , split complementary, tetradic or square .
In most cases, create your design using a color scheme of four or fewer colors.
The psychology of colours
When choosing colours for your design it is important to consider what impact that will have on the mood of your audience. Let\'s move on and talk about the psychology of colour s .

Red is a colour of:
love, passion, romance, fire, blood.
Yellow is the colour of sunshine and symbolises:
happiness, joy, energy, intellect, creativity.
Orange incorporates the passion of red with the happiness of yellow and symbolises:
adventure, creativity, desire, wisdom, wealth.
Purple is typically associated with:
royalty, power, luxury, ambition, creativity, magic.
Blue is a popular colour that represents sea and sky; the colour symbolis es :
faith, wisdom, loyalty, truth, trust , friendship.
Green is the colour of nature, which is associated with:
growth, harmony, stability, health, hope, balance, peace.
White symbolis es:
purity, truth, innocence, protection, healing, cleanliness.
Pink symbolis es:
appreciation and gratitude, happiness, admiration, unconditional love, romance, compassion, harmony.
Brown is the colour of the earth; the colour is associated with:
friendship, homeliness, courage, energy.
Black symbolises:
elegance, power, formality, death, serenity.

Cultural significance of colours
Different colours mean different things in different countries . This is extremely important to know because without an awareness of the cultural significance of a particular colour, you risk offending your audience. For example:
Purple is a colour of mourning ( траур ) in Thailand. Whereas in western culture however, it is associated with royalty, luxury, wealth and sometimes magic .
In western cultures black is a colour of mourning . In Japan however it is a colour of honour , with white the colour of mourning
Red in t he W est represents danger, love and passion . In India it is a colour of purity , in China it is a colour of good luck and in South Africa it is a colour of mourning .
Yellow represents courage ( мужество ) in Japan, mourning in Egypt and happiness and joy in the Wes t.

People\'s colour preferences
There are general trends in color preferences across cultures, but there are also wide differences among individuals. It\'s important to note that gender is one more thing that affects people\'s choice of colour. 
Let\'s look at this slide. You can see that blue is the favorite color for men and for women. And you can notice the disparity between groups on purple. Women list purple as a top-tier colour,