Criteria Explanation B11. Effective use of colors Color is a very powerful form of communication, i.e. red means "stop" and green means "go." Traffic lights send this universal message. Likewise, the colors used for a product, web site, logo, or advertisements also cause this powerful reaction. Just think of your favorite beverage and the color being used in their advertisement! Color sends a subliminal message, one that plays a critical role in the success or failure of the product.