Zuzana Hubinkova, Anamarija Kirinić


Color is a very important factor of communication because it is all around us. However, the symbolism of the color black is very specific and it ranges from elegance, fashion or status, to mourning, protest or anarchism. The aim of this paper is to find out to which extent business people are aware of their perceptions of colors and how they are used to communicate, especially the color black as a preferred color and its relationship with styles of communication, and selection of strategies for conflict resolution. The results indicate that a high percentage of the respondents to the questionnaire associated the color black with a rational communication style that is based on facts, rational phrases, arguments or evidence. It also shows that business people really believe that the color black in business communication is a symbol of good business communication and the choice of wearing black colored clothing for important business occasions is not random. It also shows the importance and to a certain extent the power of black in resolving conflicts.


color; color black; business communication; symbolism; perception; commu-nication styles; conflict strategy

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