Download - Senior Paper 2
Somewhere Over The Rainbow:
Advertising’s Pot Of Gold
By Alissa Kolanko
Introduction Since the days of word-of-mouth and message boards, advertisements have
managed to sneak their way into the minds of their audiences, often without them even
noticing. We, as a consumer society, have grown accustomed to seeing thousands of
advertisements every day, whether it be the logo on a pencil, a thirty-second television
commercial, or a giant billboard that zooms by as we cruise down the road. They reach
ones thoughts by flashing images that leave lasting impressions. These images pile up
in our memories and help to formulate opinions on later topics. By the use of specific
strategies to get a point across, advertising can be a highly successful way to promote
products and services. However, there is more to these ads than what meets the eye.
The main purpose of advertising is to speak to the consumersʼ material mind and
engage them into trusting the brand or product. The ad must quickly convince the
potential buyer that it is necessary for them to have this product in order for them to feel
fulfilled and happy with themselves. It needs to comfort or excite consumers while
convincing them to commit to the brand. A brandʼs logo is a way for the company to
summarize their name and product, while making it easy for the consumer to recognize
and remember them. In order to achieve these goals, companies spend significant
amounts of money on research, attempting to find new and creative ways to reach not
only the buyerʼs conscious mind, but their subconscious. The easiest way to reach onesʼ
subconscious is through the eyes. The images we are continuously taking in have the
biggest impact on our emotional states, and research has shown the colors of those
images make all the difference.
First Impressions
Our minds have the potential to remember everything we have ever experienced,
read, heard, and seen. Unfortunately, our ability to willfully recall these memories can be
more or less hopeless, but the fact is, the information is in there somewhere. Without
realizing, we retain all the information we are given and use it to judge and understand
new experiences. Our subconscious is able to influence our emotions and judgements
by recollecting this information and applying it to our reactions for any given moment. By
toying with our memories, dreams, and self-esteems, advertisers have found ways to
leave imprints in our subconscious minds. Many consumers will claim to be hardly
influenced by advertisements, if at all, because they rarely think about them later, but
what they fail to realize is they are thinking about what they have seen long after they
have physically laid eyes on it. In reality, every little symbol that flashes on a screen or
flips by on a page is tucked away and stored in our memories. Although we may not
effortlessly recall that image on a regular basis, our brains have the capability of storing
useless information for long periods of time (Eiseman). By simply displaying a logo on a
screen for a few short seconds, the audience is left with certain data that is
automatically stored in our minds without giving them any real thought. Our brain has
already decided how it feels about these images less than 30 seconds after weʼve seen
them, even though we may not have taken the time to actually think through the
intentions or meaning. (Morton). The way we initially absorb and react to these ads will
determine our opinion of and loyalty to the product. This ultimately means that one
wrong design choice and the first impression is ruined, causing the buyer to overlook
and disregard the product.
There is both an art and a science to the world of advertising. Trillions of dollars
are spent by companies every year on creating new television commercials and
magazine ads in order to compete with similar brands. There are several reasons for a
company to advertise; attract attention, gain brand loyalty, enhance product judgement,
attach personalities to brands, and many more (Shimp, 23). An advertise designer is
responsible for developing a way to set a brand apart from others and gain an
audiences attention. They must explain the significance of the product or service while
inspiring desired emotions (Gorn). Ads will “make or break” a company. Numerous
products, and even companies, have failed due to single ads that left a negative
impression on consumers which, in turn, ruined their chance to gain the buyers loyalty.
On the other hand, some companies have done so well with their advertisements that
their buyers will return to that product repeatedly for years to come. Brand loyalty is a
major concern for companies to gain from their audiences. The way they see it, getting
consumers to try their product is only half the battle; the ultimate goal is to get their
buyers to return for more. In order to reach this goal, a company must promote their
product in such a way that will appeal and interest their audience while encouraging
them to trust the brand over any competitors. The first step is turning a ʻbrowserʼ into a
ʻbuyerʼ.
The advertising industry has provided thousands of careers to people worldwide.
People have spent their professional lives observing consumer behaviors and applying
their research to marketing campaigns seen all over the world, inventing and designing
new ways to reach their target audiences. Researchers in the industry have discovered
that color is the single most important aspect of an ad. Because color is so influential
when it comes to our emotions, it is important for both advertisers and consumers to
understand the psychology behind each one. After realizing the physical affect that
certain colors have on our opinions, we can better grasp the intent and meaning of the
ads that are continuously streaming through our minds.
Painting the Streets
In order to form emotional bonds with their audiences, companies discovered
ways to embed their brand in our minds before we even learned to speak. They needed
to know what causes the initial reaction, as well as how to effectively influence it. After
decades of researching, surveying, and a lot of trial and error, the advertising industry
has figured out the fastest, most powerful tool: Color.
Infants minds are stimulated by bright colors and respond particularly well to vivid
reds, blues, and yellows. By adolescence, we have already formed strong connections
with these colors and their meanings. Our childhood memories account for much of our
emotional relationships with each color we come across (Eiseman, 13). We unmindfully
associate our feelings towards these colors and determine whether the image is positive
or negative. Companies must target consumers at a young age to create brand
recognition and loyalty, which will ultimately result in a greater revenue down the road.
Research has shown that children are now able to recognize environmental logos by as
early as three years old. Toys, road signs, movies, television shows, food products, and
store logos are all considered environmental print. Children are usually familiar with
these images and capable of identifying the meaning of most popular logos before they
can actually read (Horner, 116). This explains why children all over the country can
point out the large golden arches on a McDonaldʼs sign, the bold red Coca-Cola symbol
in a magazine, or NBCʼs rainbow peacock logo and understand what they stand for.
People have become accustomed to seeing multiple colors almost everywhere.
We are able to find vast varieties of colors everywhere we look. Even some
newspapers have moved away from the monochromatic grays and blacks and started
using color images in order to better grab readersʼ attention. Research has proven that
consumers tend to respond better to the product after being exposed to a color ad,
rather than one in black and white. 43% of ads that are seen by these consumers have
a greater chance of being read and acknowledged if they are in color, verses similar ads
in black and white (Meyers-Levy). This indicates that colors chosen to represent a
brand play a very important role in the audienceʼs attitude.
“Using color boldly and wisely can grab consumersʼ attention and boost a
companyʼs reputation,” said Leatrice Eiseman, ʻAmericaʼs color guruʼ. Eiseman, founder
of the Eiseman Center for Color Information and Training, has carefully studied the
affects of color on the consumer mind and has written several books on her findings. In
her book, Color: Messages and Meanings, A Patrone Color Resource, Eiseman looks
deep into the inner workings of the consumerʼs mind and explains the relationship
between emotions and color. Colors have been proven to strongly influence emotions
in multiple ways. “Color is often the one thing that will pull people in a particular
direction,” said Eiseman. The colors of an image will reach into the viewers memories
and generate emotions based on what feelings they normally associate with those
colors. Colors can give the audience an idea of the productʼs purpose and encourage
them to take interest in the brand.
Studies from the Institute of Color Research have shown that color has such a
stimulating effect on our minds, that over 62% of our feelings towards an image are
based solely on its colors alone. The chosen colors can account for up to 85% of the
reason people decide to actually make a purchase (Morton). Advertisements often
attempt to reel you into buying the product by using expressive colors, hoping to catch
your eye and emotionally hook you.
Choosing the wrong colors can cause a product, and even an entire business, to
lose profit and possibly fail. In 1990, Nabisco quickly realized the reason behind their
Honeycomb Graham Snacks slow sales was due to the dull blue chosen for the color of
the box. They made the decision to change the color to a bright yellow which made their
sales increase dramatically (Gorn).
Hot and Cold
Researchers have found temperature of a color to be a major influence on initial
reactions. Temperature is the difference between the warmness and coolness of a color
and evokes certain physical and emotional reactions (Kaya). Warmer colors, such as
red and orange, are known to increase heart rate and blood pressure, while cool colors,
like green and blue, relieve tension and relax muscles. Warm colors are high in
saturation and often used to create an exciting, vibrant atmosphere. Cooler colors have
a low saturation and generate more serene and calming feelings. Studies done to
determine these findings have shown that low saturated colors reduce anger and
hostility. Higher levels of saturation, on the other hand, tend encourage more aggressive
behavioral responses (Valdez, 407). Companies must keep in mind the emotions that
certain color temperatures can stir up before deciding upon a logo for their brand,
otherwise they could be sending a completely wrong message to their audience.
Colors can be presented in many different tones or values. Some darker shades
of colors suggest negative themes, producing feelings of anger, sadness, or disgust.
For example, the devil and death are usually associated with deep reds and blacks.
Dingy greens and yellows convey illness or grime. Studies have shown that lighter
shades are often connected with more positive subjects and generate feelings of
happiness (Kaya). Pastels, for example, can remind people of babies or springtime. A
viewer is likely to relate these feelings to earlier experiences and judge the image based
off of their prior understanding of what that color symbolizes. The contextual use of
different tones and hues of a color can immensely impact the way the viewer will
essentially feel about the over all image.
Food Coloring
As we stroll through the isles of a grocery store, we often fail to realize what is
really happening to our subconscious minds. While we are busy grabbing items off the
shelves and crossing them off our shopping lists, the cameras overhead are capturing
our every move. Grocery stores are filled to the top with all sorts of colors that influence
us in one way or another, whether it be through handed out flyers, logos on the
products, or the large signs that help navigate us through the different parts of the store.
Supermarkets rely heavily on color to silently convince shoppers to make larger
purchases. In many cases, the colors throughout the store vary depending on the
sectionʼs contents. For example, warmer colors are used in the meat and dairy sections,
while cool colors are used near produce. The reds and oranges comfort the buyer and
persuade them to buy more products. Greens and yellows suggest fresh, natural fruits
and vegetables. The main objective behind using these colors is to encourage the
shopperʼs impulse buying habits. Studies have shown that nearly 73% of decisions to
buy a product are made by impulse, or in a spur of a moment, while in the store
(Morton). Impulse buying later translates to higher revenue for the grocery store and the
brands they carry.
Grocery stores are not the only places that influence consumers to purchase food
products. The restaurant and fast food industry have mastered the technique of using
colors to influence our thoughts of eating. Many businesses in the food industry
advertise with warm colors since they have a positive affect on ones desire to consume
food. Red and yellow have shown to increase oxygen flow to the brain and produce
comforting sensations. They also trigger oneʼs appetite, encouraging them to want more
food (Singh). Red is the most popular color for restaurants, especially fast food chains,
and is often used with yellow somewhere in their logos. Yellow adds importance to the
name or symbol and generates excitement in the buyerʼs emotions. Examples of
restaurant logos containing these colors are McDonalds, Arbyʼs, Wendyʼs, Chick-Fil-A,
and KFC. These logos are known to capture consumers by playing off their responses
to these specific colors.
On the other end of the spectrum, sometimes a restaurant logo tries to evoke a
more fresh, natural feeling. Some restaurants, such as Panera Bread, Cosi, Quizznos,
Saladworks, and Subway portray themselves to be a more healthy choice by using
cooler tones of green and yellow to promote their good and good-for-you foods.
Although blue is also a cool color, it is not recommended to promote most food
products. Colors such as blue, black, and purple are known to negatively curb appetites.
In fact, eating off of a blue plate has been said to alter an appetite so drastically that one
is likely to end up eating less than what they normally would have (Morton). Centuries
ago, blue and purple foods were assumed to be poisonous and were almost always
avoided. Blue is a color rarely found outdoors, and is hardly ever seen in foods. In most
cases, companies in the food industry refrain from using blues and purples in their logo
designs for these reasons.
Combining Colors
Vincent van Gogh once said, “There is no blue without yellow and without
orange.” Van Gogh was able to understand the relationships that colors have, not only
with us, but each other. Certain colors compliment each other in ways that make them
appear more vibrant, drawing more attention and having a greater impact on a viewer.
For example the colors blue and orange are complete opposites, but the contradiction
between the two placed next to one another causes them to seem much brighter and
more attractive than when standing alone. Red and green are also complementary to
one another, as are yellow and purple. Using opposite colors next to each other can
heighten their appearance and transform the viewers appreciation of the image.
Advertise designers use the color wheel when matching certain colors together to create
the most appealing images possible. The chart below shows our basic understanding of
color relationships.
Pairing black with a bright color is another great way to get the readerʼs attention.
One of three things can happen when placing black next to a color: (1.) the black will
stand out against the opposing color, (2.) the color will pop and seem brighter next to
the black, or (3.) the black will dull the entire image. Signs with yellow backgrounds and
black lettering is proven to be one of the most effective ways to grab attention (Morton).
Tests conducted by the Pantone Institute of Color have reported that using black text on
yellow together results in better alertness and memory retention over any other color
combination (Eiseman).
Logos are displayed in all different colors so that they are able to compete with
other companies and stimulate our minds into feeling a particular way about their brand.
Not only do logos have to compete with rival logos in grabbing our attention, they are
automatically faced with the challenge of standing out against all the other information
our eyes are constantly taking in and processing.
Red
The color red was once believed to contain magical powers and protect against
evil energies. For many cultures, red is used in wedding ceremonies to bless the bride
and groom with good fortune and fertility. Red clothing was at one time expensive and
hard to come by, symbolizing prosperity for anyone who was able to afford it. Wealthy
members of society often wore the color to show off their social class and assert their
authority (Morton). Red is associated with passion and energy. It promotes feelings of ambition,
richness, and power. One of the most popular, bold color choices, red often coincides
with feelings of love, lust, and richness. Red is also a warm color, offering comforting
sensations. However, red can also represent death, danger, or evilness. It can be
alarming and possibly even intimidating. Red can also depict strength and
determination. Large service companies, such as Comcast or Verizon, often choose
red to ensure their dependability. Many car ads display red cars to symbolize
confidence and boldness. Coca-Cola has identified themselves with red since the
1950ʻs and have generated trillions of dollars in profit because of their logo alone. Many
companies, like Coca-Cola, use red when insisting importance in their brand.
Pink
Pink is carefree. It relaxes muscles and calms nerves. Pink is often associated
with children and teens, especially females, because of itsʼ whimsical and fun attributes.
It is one of the only colors that can used to specifically target women. Breast cancer
awareness organizations have adopted the color for these reasons. Pink is a popular
color to use when selling dolls or stuffed animals. Mattel, the creators of Barbie, own
the rights to the “Barbie pink,” and have used the color in their logo for decades.
Mattelʼs application of pink has worked perfectly to attract their target audiences.
Although it can be seen as an immature color, the cell phone company T-mobile
has found a way to use pink to promote youth and carefree living. They attempt to
convince their buyers that a cell phone plan should not be such serious and stressful
concept. Victoriaʼs Secret decided on pink to display their romantic, flirty, feminine
characteristics and draw women to their store. They even created a new brand within
their company called Pink for younger women.
Orange Orange is a fierce, vivid color. It is a balance between intense red and cheery
yellow. The color orange is very invigorating, providing amusement and energy to
almost any image. It has been known to relieve tension, promote optimism, and improve
self-esteem. Orange can also have a negative effect on ones emotions since it can be
unsettling or obnoxious if used incorrectly.
In the advertising industry, orange used to mean affordable or cheap. It was not
until companies such as Cingular and Vonage began using the color to generate
excitement and innovation within their brands. Geek Squad, a technology repair and
troubleshooting company, is known for their bright orange logo. Their color choices were
made from the idea that they are an energetic and positive.
Yellow
The color yellow is bright; we respond to it before any other color. Many children
grow up understanding that a school bus is yellow and use “school-bus yellow” to
describe a color. Caution tape, road signs, and life jackets require your attention. The
initial reason behind school buses and caution signals being yellow is the fact that our
eyes are able to recognize to it more quickly than most other colors, preventing
accidents. Yellow, like red and orange, is known to influence feelings of excitement and
optimism, as well as caution or awareness. In advertising, bright yellow is often used to promote leisure and cheerfulness.
Yellow boosts concentration and helps one to focus. It can also highlight important
information and grab attention. Weichert Realtors and Best Buy use black text on a
yellow background to make their signs easy to read from a further distance and stand
out against competitors.
Many logos contain the color yellow to emphasize the brand. However, yellow is
rarely ever use as the main color for fear of disturbing viewers and overwhelming their
senses. In most cases, yellow would be used as an accent color and help other colors
stand out. Advertisers tend stay away from yellow when focusing on adults because it
seems unsophisticated and juvenile. For example, a company that targets male adults
may want to use yellow to spark excitement in their buyers, but would find it to be
inappropriate since men are usually less likely to respond well to yellow as may offer a
sense of instability and immaturity.
Green
Green represents life, growth, and renewal. It is the color of nature and
wilderness. Green has been known to relax our minds and soothe negative emotions.
Many cultures believe green brings good luck. It is also used to symbolize progress;
traffic signals all over the world use green for ʻgoʼ. Advertisers use green to promote a
number of different reactions to a brand. Motivation, inspiration, and peacefulness are
just some of the positive emotions associated with the color green. On the other hand,
green can also represent illness or disease.
Depending on the context in which the color is used, green can a forceful
component to a logo. Service stations that provide gasoline such as Hess and BP have
green logos to symbolize their natural resources and energy. John Deere, a well known
manufacturer of farming equipment, uses mostly green in their logo to represent nature
and rural atmospheres.
Blue
The color blue is associated with water and sky, providing a sensation of
openness and clarity. Blue helps with focus and encourages concentration. It is pleasing
to the eye and calms nerves. Blue is also connected with technology, inspiring
innovation and creativity. It is commonly used in logos to establish respect and
dependability, as well as display their modernization. Many different corporations have
chosen blue to represent them for many of the same reasons. Credit card company
logos such as Visa and American Express must assert their trustworthiness and stability
in order to attract customers. Ford Motors also has a blue logo to assure their buyers
that they are reliable and well-balanced. Bottled water companies, such as Aquafina,
have chosen blue for its connection with natural water and refreshing attributes.
Purple
Purple shares similar characteristics of both red and blue. It is hardly ever seen in
the natural world and is frequently linked with magic and spiritual beliefs. It represents
honor and dignity, as well as creativity and imagination. People in early civilizations
rarely came across purple. The dye was at one time so hard to find that wealthy
emperors and kings would pay generous amounts of money for their robes and sashes,
establishing purple as the color of royalty and luxury.
Purple is not a commonly used color in logo designs. Hallmark is one of the few
companies to truly embrace the color and use it to enhance their thoughtful and unique
products. FedEx has also used purple as their signature color, although it is usually
paired with other colors such as orange, green, or blue. Their logo suggests functionality
and high class.
Brown Brown is the color of the ground, dirt, and earth. It represents familiarity and
contentment and can help to make people feel comfortable in their surroundings. Often
times brown is associated with feelings of coziness or peace. In other cases, it is linked
to grunge or decay and can make people feel disgusted.
Brown images may represent responsibility and loyalty. UPS associates their
brown logo with the idea that they deliver packages with urgency and care, while
asserting their stability as a company. Hersheyʼs chocolates play off the physical
product and relate their image to their candy bar. Their chocolate brown supports
comforting emotions and a feel-good nature.
Black
Black is the absence of all color. Its dark features suggest mystery and
uncertainty. Black can also be authoritative and demanding of attention. It is related to
feelings of death and decay, as well as authority and protection. It is seen as a
professional, dominating color. Plain black logos are almost always paired with white or
gray to show contrast and promote legibility and are hardly ever used due to lack of
emotional attachment.
White
In many cultures, the color white represents freedom or independence. White
wedding gowns are often worn to symbolize the bridesʼ purity and innocence. It is the
color of cleanliness and clarity. On the other hand, white can cause feelings of
emptiness and separation. White is pure light, while black is the complete absence of
light. Black and white is often paired with black to signify differences such as good and
evil or day and night.
In advertising, white serves multiple functions. It is often used as a background
color to promote a sense of uncluttered and open ideas. A white background can also
make the content of an ad seem more distinguished. Being that they are opposite, black
on white is commonly used when a lot of text is involved, making it easier for the reader
to understand the information. However, using black and white is not recommended to
ensure memory retention.
Gray
Gray is the equal combination of black and white, but is also considered a light
shade of black. It can provide feelings of self-dependance and professionalism.
However, gray is commonly referred to as a depressing color, resembling the dreariness
of a cloudy day. Gray is often associated with uncertainty or loneliness. Advertise
designers use gray to promote sharp, sleek products. Like black and white, gray is
usually used as an accent color for many logos, but rarely ever stands alone.
Colors can generate a vast multitude of emotions. It is vital that designers take
into account the negative and positive effects each color can have on a personʼs
emotions. If used inappropriately, one color can completely change consumers entire
opinion of a brand and potentially ruin its reputation all together. Once the audience
feels a particular way, it can
be nearly impossible to
change their minds because
they have already formed
their opinion and moved on.
Being that color the most influential factor in regards to our sense of sight and our
judgement of the images surrounding us, it is important that we be aware of the effect
that they can have on our emotions and opinions. By simply understanding the way our
minds interact with color, we are able to better apply that knowledge to our every day
experiences and realize why we feel the way we do when presented with different ads.
Colors will continue to tempt, delight, anger, excite, and upset us for as long as we can
see them, so grasping the concept of colors and emotions might be worthwhile.
Colors Positive Impressions Negative Impressions
Black powerful, authoritative, bold, serious, dramatic death, dark, mysterious, evil, dangerous, malicious
Brown solid, natural, earthy, rich dirty, unimportant, boring
Red royalty, rich, sex, passion, aggressive blood, pain, hatred, anger, danger
Pink youthful, playful, feminine, gentle, innocent immaturity,
Orange exciting, cheerful, energized, endurance, attention grabbing
immaturity, disturbing, upsetting
Yellow cheerful, happy, caution, intensity alarming, instability,
Green health, natural, fertility, freedom, freshness, healing, wealth
jealousy, evil,
Blue security, calm, faithful, dependance, dignity, relaxing
depression, coldness,
Purple royalty, luxury, wealth, spirituality, inspiring fake, manufactured,
White purity, elegance, refreshing, clean emptiness,
Gray traditional, conservative, earnestness, practicality gloom, depression, uncertainty
Demonstrations of Findings
Hotwired Café
For my first image, I decided to create a logo for an internet café. I wanted to
design an image using one single color as apposed to combining multiple colors. After
creating the logo I realized there needed to be some sort of contrast, so adding small
amounts of black helped to define and accentuate the color I had chosen.
Being that it is such an effective and popular color in the food industry, I chose a
deep shade of red. The deep red creates a dramatic appearance in comparison to the
usual vibrant reds found in most food logos. When deciding upon the color I thought of
the warmth associated with coffee, as well as the attractiveness of the color itself. An
obvious color that would be suitable for this type of logo would be brown, but I wanted to
have my logo stand out from most other coffee shops. This deep red can be connected
with the energy and liveliness one might experience while in the café. Red could also be
inspiring and help concentration, especially for customers who would be surfing the web
or working.
The emotional effects of this logo would be comforting, amusing, and thought
provoking. It may even have a positive effect on ones appetite and cause them to want
to spend time eating and relaxing inside the café.
Hopscotch Daycare
My second logo is for Hopscotch Daycare. For this design, I wanted to combine
two opposing colors to show how the contradiction between the two can help to
illuminate each other and grab attention. I wanted to use yellow because of how difficult
it can be to base an entire image around, being that it is usually either too blinding or too
pale to use in many cases. I decided to choose an orange-based yellow and pair it with
a dark blue, since orange and blue are complimentary colors. I decided against orange
because I did not want the image to come off as abrasive or annoying.
Yellow is very stimulating for a child, so including it in a daycare logo might
attract children and seem inviting. The use of yellow in this particular instance highlights
the main information and acts as an attention-grabber. The navy blue suggests
professionalism and commitment which would be appealing to parents. The balance of
playfulness and seriousness offers the desirable effect that a daycare would want to be
known for.
The Wearhouse My third logo is promoting a clothing store called The Wearhouse. The goal in
this design was to use only black, white, and gray. Although the viewer would most
likely be drawn to the blackness, they would focus most of then attention on the gray
since it presents contrast.
This logo would be either a hit or miss; customers may be drawn to the simplicity
and sophistication of such colors or become bored and lose interest before ever
stepping inside the store. Most of the logo is black to support modern fashion and
independence, but there is a chance that it would not appeal to younger generations for
the sheer fact that it is missing so much color.
Fresh Spot My fourth design is for a grocery store named FreshSpot. Once again I used two
complimentary colors, green and red, to make each one truly stand out. I also chose
these colors because of their influential value.
Green suggests natural garden-fresh products, while red ignites ones impulse to
eat and shop. I also wanted to demonstrate different shades of colors. The vivid green
next to the murky green shows a range of hues that work together. The bright red cherry
may be appetizing, but it could also encourage shopping since red corresponds with
wealth and desire. Viewers would probably respond well to this logo because it depicts
the typical supermarket appearance.
Works Cited
colormatters.com. J. L. Morton, 2011. Web. 26 Nov. 2011.
Eiseman, Leatrice. Patrone Guide to Communicating With Color. Sarasota: Grafix
Press, Ltd, 2000. Print.
Gorn, Gerald J., et al. “Effects of Color As an Executional Cue in Advertising: Theyʼre in
the Shade.” Management Science 43.10 (1997): 1387-1400. Print.
Horner, Sherri L. “Categories of Environmental Print: All Logos are Not Created Equal.”
Early Childhood Education Journal 33.2 (2005): 113-119. Print.
Kaya, Naz, and Helen H. Epps. “Relationship Between Color and Emotion: A Study of
College Students.” College Student Journal 38.3 (2004): 396-405. Print.
Lloyd-Jones, Toby J. Lloyd-Jones J., and Kazuyo Nakabayash. “Independent effects of
colour on object identification and memory.” THE QUARTERLY
JOURNAL OF EXPERIMENTAL PSYCHOLOGY (2009): 310-322. Print.
Meyers-Levy, Joan, and Laura A. Peracchio. “Understanding The Effects of Color: How
The Correspondence Between Available And Required Resources Affects
Attitudes.” Journal of Consumer Research 22.2 (1995): 121-138. Print.
Nemes, V. A., N. R. A. Parry, and D. J. McKeefry. “A Behavioural Investigation of
Human Visual Short Term Memory For Colour.” Ophthalmic & Physiological
Optics 30.5 (2010): 594-601. Print.
Shimp, Terence A., Joel E. Urbany, and Sarah E. Camlin. “The Use of Framing and
Characterization for Magazine Advertising of Mass-Marketed Products.” Journal
of Advertising 17.1 (1988): 23-30. Print.
Singh, Satyendra. “Impact of Color on Marketing.” Management Decision 44.6 (2006):
783-789. Print.
Valdez, Patricia, and Albert Mehrabian. “Effects of Color on Emotions.” Journal of
Experimental Psychology 123.4 (1994): 394-409. Print.
All images are from google.com