Colors that are in some way opposite to one another are referred to as complementary colors. Such colors make up the complementary color wheel. Avery defined Complementary Colors as early as 1895. In color science, two colors that combine to produce gray are known as complementary colors. In most color models, complementary colors lie roughly opposite to each other, with white towards the center.

Picture this...

There is a person looking for a computer on the internet, but he has trust issues so he wants a computer with a 10 year guarantee - he searches for this indistructable computer using a search engine and types in "computer 10 year guarantee". imagine being able to target this consumer not only from a geographic perspective but also from a phychographic one.

Google advertising comes in the form of Google Adwords. Google Adwords is the fastest way to drive targeted traffic to a website. Currently Google dominates the search engine landscape with 55% of searches in the US (Nielsen Netratings April 2007) and similar percentages in the rest of the world.

What makes Google Adwords a viable proposition is that one can target specific phrases used by one's target market and geo-target the ads to appear in specific countries or regions, where the searches originate from.