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You know about story-telling, but do you know to wear red?
By now we all know to tell jurors a story. Articles like this one from Neuromarketing Blog are really not news to us. Tell a story and your sales pitch (or your argument) is more persuasive. Ho-hum. Old news. But here’s some news you may not know.
Wear red.
Why? When? And isn’t that too bright for the courtroom? So many questions.
Here’s what the research says. If you are a woman, and have a jury of mostly men that don’t seem to be buying your case narrative—you might want to wear red to court. Male jurors tend to like you better. They will think you are more attractive. But (get this) they won’t have any idea why! It’s like a secret weapon. And given that it’s usually tougher to be a female litigator (see here and here) you deserve this persuasive edge.
Obviously, it doesn’t hurt to have a good case theme and good facts. But for an extra persuasive oomph—go for red!
Related posts:
Ummm–Jason. Perhaps it is the threat of a ‘dangerous’ woman that men find so attractive? Who knows what association is triggered?
Man in a red suit? Who is more trusted and persuasive than Santa Clause? I want SC as my lawyer!
It is interesting that a color most often associated with warning would have this positive effect.
[...] may be the color of shame, but Keene Trial Consulting thinks red is the right color for court. Unless you’re a mediator, then you should be Beige, according to Brains on [...]
[...] post was written by Douglas Keene: "By now we all know to tell jurors a story. Articles like this one from Neuromarketing Blog are [...]
RT @KeeneTrial: New blog post: U know abt story-telling but do U know 2 wear red? (secret weapon 4 women litigators) http://bit.ly/cQrV25
RT @KeeneTrial: Yesterday's blog post: Female litigator? Tough jury not buying yr case? Try wearing red. Yes. Red. http://bit.ly/cQrV25
RT @BlawgTweets: New @keenetrial: You know about story-telling, but do you know to wear red? http://bit.ly/aS5Kgw
I think jurors might think it curious if a male showed up in a red suit.
Attractive = increased liking = more persuasive. And being tall is still good too!
In high-school psychology 20+years ago I remember being told that men wearing red ties were seen as more attractive.
Attractive = persuasive?
Very interesting.
Where can I get my red suit for court? Then again, I am not sure the same result would obtain for men ….