Department of Marketing Patuakhali Science and Technology University Afjal Hossain Assistant Professor Attracting Human Resources Staff Volunteers and Boards Department of Marketing Patuakhali Science and ID: 265227
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Slide1
Color in Advertising
1
Modular:
Afjal
Hossain
Assistant
Professor
Department of Marketing
Patuakhali
Science & Technology University
08
Chapter
Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide2
Advertising and Color
What’s the quickest way to create mood without saying a word? Color!
Before they read your marketing piece, they see it and their feeling about your business begins. So it’s a good idea to take some time to find out what colors mean? and how they can help sell for you?
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.Slide3
Basic Colors
Red
fiery strength
dynamic forcerevolution
Bluerelaxation
submissive faithstability
Yellow
understanding
warmknowledge and
intelligence.
3Tom Duncan “Principles of Advertising and IMC” 2nd ed.Slide4
Red
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Tom Duncan “Principles of Advertising and IMC” 2
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Blue
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Tom Duncan “Principles of Advertising and IMC” 2
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Yellow
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Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide7
Color Comparison:
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Tom Duncan “Principles of Advertising and IMC” 2
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Color Comparison:
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Tom Duncan “Principles of Advertising and IMC” 2
nd
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Different Colors
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Tom Duncan “Principles of Advertising and IMC” 2
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Why Study Color?
Intuition in strong moments.
Doctrines are for weaker moments. If one is unable to create masterpieces in color out of one’s acknowledge, then one ought to look for knowledge.
All great master colorists possessed a science of color.
Personal expression with color supported by adequate knowledge
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Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide11
Meaning of colors in Paper:
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When the single colors are separated by black or white lines, their individual characters emerge more sharply.
White weakens the luminosity of adjacent
hues
and darkens them; black causes them to seem lighter.
Strongest expressions of light and dark are white/black, and yellow/violet.
Tom Duncan “Principles of Advertising and IMC” 2
nd ed.Slide12
2 Types of Color:
Hot colors
are some of the best colors for advertising when it comes to products like fast food.
Bright red and yellow are hot colors, indicative of fire, and they stimulate excitement.
Cool colors are green and blue. They are best colors for advertising of medicines and other health products.
Certain shades of blue indicate dependability, making it a good color for business ads. Blue is also a popular color for uniforms, worn by mail carriers, security guards and other officials. Darker blue uniforms are usually worn by more authoritative figures, such as police officers.
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Tom Duncan “Principles of Advertising and IMC” 2
nd ed.Slide13
2 Types of Color:
It has been debated whether or not blue is one of the best colors for advertising online. Many websites use at least some blue in their color schemes. Colors like sky blue and certain shades of green can also be effective, since they evoke the feeling of being outdoors.
According to research, black and white can be two of the best colors for advertising. They are used to signify power and create a sense that the company is highly professional.
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Tom Duncan “Principles of Advertising and IMC” 2
nd ed.Slide14
Color Expression
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The following colors evoke certain meanings in this culture. These subconscious perceptions, intuitive thought and positive knowledge should always function together. They bear some general truth, but may vary in different societies. They are related to the psychological realm, mental and emotional experience of the viewer.
Red
signifies primitive & fiery strength, inner warmth, active, vivacity, passionate, dynamic force, danger, love, emotional and active, mars, revolution.
Orange express radiant activity, communication, active energy, self-respect and generosity. It could be lightened to beige for a quiet and intimate interior space.
Tom Duncan “Principles of Advertising and IMC” 2
nd ed.Slide15
Yellow
is most luminous & bright color with the sense of radiant, weightless & pure vibration. It symbolizes understanding, warm, knowledge and intelligence. It is most aggressive and luminous on black.
Green
symbolizes growth, hope, tranquility, sympathy & compassion. It is the fusion & interpenetration of knowledge and faith. Yellow-greens are joyful, young and sunny; while blue-green are cold, pensive and vigorous.Blue
express relaxation, passive, submissive faith, stability, grief & associated with nervous system. It symbolizes inner spiritual life, immortality and transcendental.Color Expression
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Tom Duncan “Principles of Advertising and IMC” 2
nd ed.Slide16
Violet
is a mysterious, meditative, emotional, piety color and the color of dignity. Its tints symbolize the brighter aspects of life, whereas shades represent the dark, negative forces and terrors.
Gray
is a neutral and the color of inertia. It symbolizes indecision, monotony and depression in dark tones.
Color Expression
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Tom Duncan “Principles of Advertising and IMC” 2nd ed.Slide17
Usages of Color:
Yellow
symbolizes joy. It exudes energy and happiness, and is associated with being
welcoming and homey. Ex: if you own a gift shop, you would want to work with a lot of yellows, including coral, orange, amber and gold. Red which includes mauve, magenta, crimson, and scarlet, is the color of power, romance, and vitality. It’s an eye catcher, and makes us sit up and take notice. That’s why it’s so often
used in the financial arena when the numbers are going in the wrong direction. Red can also have a physical effect, even raising blood pressure! Use red in your ad when you want people to take action.
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Tom Duncan “Principles of Advertising and IMC” 2
nd ed.Slide18
Usages of Color:
Green
is used in a
very friendly, non-threatening campaign. Green and its shades, including lime, leaf green, sea green, emerald, teal and sage, symbolize life and nature. It’s good for us, and your reader will receive that impression about what you are selling as well. In contrast to red, in the business world, green symbolizes growth and prosperity.Blue and Purple
palette is used in a more serious, classic look that conveys law and order, dependability, and trustworthiness. This includes sky blue, ultramarine, violet, purple and azure. These colors work great in certain markets, specifically for older, more mature audiences. It’s common in financial institutions, hospitals, and the legal and medical professions.
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Tom Duncan “Principles of Advertising and IMC” 2
nd ed.Slide19
Color Process:
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Primary Color of Pigment
+
Primary
=Secondary
Cyanine (Blue)
+Magenta
=Violet
Magenta (Red)+
Yellow=Orange
Yellow+Cyanine=GreenRed+Green=YellowGreen+Blue
=Cyanine
Blue+Red
=
Magenta
Yellow, Red
+
Blue
=
Yellow, Violet
Blue, Yellow
+
Red
=
Blue, Orange
Red, Yellow
+
Blue
=
Red, Green
Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide20
Principles of Color:
Primary Principles
Secondary/ Complementary Principles
Tertiary Principles
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Tom Duncan “Principles of Advertising and IMC” 2nd
ed.Slide21
Principles of Color:
Primary Principles
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Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide22
Principles of Color:
Secondary Principles
When any one primary color is mixed with another a secondary color effect is produced. 3 secondary colors are produced from the mixing of one primary color with another. These colors are orange-green-violet
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Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide23
Principles of Color:
Secondary Principles
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Tom Duncan “Principles of Advertising and IMC” 2
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ed.Slide24
Principles of Color:
Tertiary Principles
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Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide25
Principles of Color:
Tertiary Principles
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Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide26
Questions?
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Tom Duncan “Principles of Advertising and IMC” 2
nd
ed.Slide27
Thanks
---- for staying with me ----
Tom Duncan “Principles of Advertising and IMC” 2
nd ed.
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