Using uniforms as a truly effective marketing tool is a subtle art, however. Intentionally or unintentionally, how we look sends all sorts of powerful messages to other people. For example, dark colors give an aura of authority while lighter colors suggest friendliness. According to Lynn Elvy, if the company is selling quality, then it must have quality uniforms. If it is selling style, its uniforms must be stylish. If it wants to appear innovative, everybody can’t look exactly the same.