branding with color
DESCRIPTION
Chapter 16 - Be Creative with AdvertisingTRANSCRIPT
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Branding with Color
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REVIEWBrand Advertising - advertising that aims to build an image.Brand - is the accumulation of all the tangible and intangible qualities of a company, product, or product line.
• Name, logo, slogan, designs, attitude, personality
Brand Character - rational and emotional elements
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What’s in a color?A lot, really.
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Your favorite color…is irrelevant.
The right color is completely relevant to your company, your audience, and your
brand.
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Do any of these colors look familiar?
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Do any of these colors look familiar?
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BLUE• Cool color•Moves away from you•Needs relief• Respect and responsibility• Authority• Tranquilizing• Elongates times• Trusted
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BLUE
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GREEN•Natural• Peaceful, relaxation, serenity• Fast adjustment•Money• Soothes pain• Easy to see
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GREEN
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GREY• Artistic• Creative•Work longer•Needs accent colors• chameleon
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GREY
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PINK• Sweet• Intensity• Feminine, girlie• calming
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PINK
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ORANGE• Informal• Stimulating• Inexpensive• Seasonal connotations and
preferences
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ORANGE
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WHITE• Delicate, refined• Symbol of purity chastity• Cleanliness• Softens edges between
colors• All white feels forced, empty• Clarity
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WHITE
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RED• Emotion, stimulation, hot• Raises blood pressure, pulse
and respiratory rate•Measurable cellular recation• Stimulates appetite• Pay more• Lose track of time• Separate gender responses• Improved sense of small
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RED
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YELLOW• Requires the most visual
processing• Stimulates memory•Warm, inviting, cheerful• Value of money• Draws attention• Loose temper faster
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YELLOW
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BLACK•Mysterious• Reinforces other colors• Positive and negative effects• Strong authority, powerful• Limited positive décor use• Slimming• Powerful accent
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BLACK
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PURPLE•Most complex• Tire of it faster•Uncertainty, royalty, dignity•Women accept it universally
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PURPLE