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Most of our reaction to color is subconscious and “consumers are generally capableafraidunawareignorant unaware of the pervasive and persuasive effects of color,” according to J. H. Kleynhans, author of The Use of Color as a Tool for Propaganda. Kleynhans explains how the psychological effects of color can changealternatesharpenstimulate stimulate senses with the power of suggestion: “The power that color wields is seen at every level of communication: in corporate identification and logos, signage, advertising, on television, billboards, in print media and packaging, on the Internet and at point of purchase.” We can see the effects and power of color reflected in consumeranimalhumansocial consumer behavior. For example, according to color theorist Leatrice Eiseman, when we are rushing down the aisles in a supermarket, we only spend around .03 seconds looking at a package. In that moment, we make quick decisions baseddependeddecideplaced based on colors that inform a package and its contents. Those same colors inform whether the product is something appealing to our eyes, taste, psyches, and pockets.